Abstract
ABSTRACT Despite extensive research on brand gestalt, the influence of Destination Brand Gestalt (DBG) on Destination Brand Equity (DBE) remains largely unexplored, highlighting a significant gap in both theory and practice. This study investigates the impact of DBG on five DBE variables: brand association, awareness, image, loyalty, and perceived quality, focusing on Bali, a globally renowned tourist destination. Survey data collected from 305 foreign tourists were analysed using Structural Equation Modeling (SEM) via SmartPLS. The results reveal that DBG significantly enhances all five DBE variables, offering theoretical insights into the role of holistic brand perception in shaping brand equity. Practically, these findings provide guidance for policymakers in developing initiatives to enhance a destination’s holistic appeal, ultimately strengthening its brand equity.
Published Version
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