CO-CREATION ACTIVITY AS MODERATOR IN THE DESTINATION BRAND ATTACHMENT MODEL TOWARDS CUSTOMER INTENTION TO REVISIT DESTINATION IN INDONESIA AND TIMOR LESTE

Abstract

This research aims to develop the model by testing and analyzing: 1) the impact of perceived quality towards destination brand attachment; 2) the impact of destination brand attachment towards memorable customer experience; 3) the impact of memorable customer experience towards intention to revisit the destination; and 4) the impact of destination brand attachment towards intention to revisit the destination. 5) whether co-creation activity becomes a moderator for the influence of memorable customer experiences on the intention to revisit the destination. This research uses a sample of respondents who visited hospitality locations in Indonesia and Timor-Leste. The sampling method is purposive sampling, and the characteristics of the respondents are youths who have visited the hospitality locations, whose age range is between 20 and 40 years old, and who have visited at least three times within the last three months. The respondents are 175 people from Indonesia and 75 people from Timor-Leste. This research is essential because: 1) the findings from this research are expected to support the development of knowledge by adding new literature that can be used as a reference for other researchers who want to do further research, especially regarding destination brand attachment; 2) this research is expected to be able to benefit entrepreneurs in the hospitality industry. Hopefully, this research can offer them new points of view as considerations for making decisions or strategies for developing their places. The findings of this research are: Hypotheses 1 to 4 show significant results: activity co-creation becomes a moderator that strengthens the influence of memorable customer experience towards intention to revisit destination in Indonesia, while co-creation activity does not become a moderator that strengthens the influence of memorable customer experience towards intention to revisit destination in Timor Leste.