Article Sidebar

Download
PDF
Statistic
Read Counter : 163 Download : 164

Main Article Content

Abstract

The aim of the research is to form the Competitiveness of Sustainable Destinations to realize tourism marketing through Local Branding. The variables tested are Local Branding and Destination Image. Social Media is expected to moderate the influence of Local Branding on the Competitiveness of Sustainable Destinations. The population is visitors to tourist attractions, while the sample is 152. Respondents are determined using the Proportionate Stratified Random Sampling technique. SEM as an analysis tool with the smartPLS.3.0 program application The results of the Sustainable Destination Competitiveness test results can be manifested through optimal management of Local Branding and Destination Image. Local Branding can be applied through Local Culture and Destination Image. Local Branding significantly affects the Competitiveness of Sustainable Destinations, while Local Culture significantly influences Local Branding. Destination Image significantly influences Local Branding and significantly influences the Competitiveness of Sustainable Destinations. Social Media is able to function as a pure moderator of the influence of Local Branding on the Competitiveness of Sustainable Tourism Destinations in Semarang City. The R - Square value in the Local Branding construct is 0.758536, meaning that Local Branding is influenced by Local Culture and Destination Image 75.85%. The Q Square value > 0 (0.575377) on the Local Branding variable indicates that the model has strong predictive relevance, meaning that the research model has relevance in predicting Local Culture and Destination Image with Local Branding in Tourism Objects. R-Square on the construct of Sustainable Destination Competitiveness 0.817528 means that the Competitiveness of Sustainable Destinations is influenced by Local Branding and Destination Image 81.75%. The Q Square value of 0.668352 (> 0) indicates that the model has strong predictive relevance, meaning that the research model has relevance in predicting Local Branding and Destination Image on the Competitiveness of Sustainable Tourism Destinations.

Keywords

Culture Competitiveness Destination Image Local Branding Media

Article Details

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

By exercising the Licensed Rights, You accept and agree to be bound by the terms and conditions of this Creative Commons Attribution-NonCommercial 4.0 International Public License.

How to Cite
Kuswardani, D., Nurhidayati, N., Wibisono, T., & Santoso, A. (2023). Local Branding: Imperative Strategy Towards Competitiveness of Sustainable Destinations Through the Role of Social Media. Kontigensi : Jurnal Ilmiah Manajemen, 11(1), 281-293. https://doi.org/10.56457/jimk.v11i1.349

References

  1. Aguiar, B., Chim-Miki, A.F. & Kozak, M., (2021), Two decades of evolution in tourism competitiveness: a co-word analysis, International Journal of Tourism Cities, 7(2), 435-462.
  2. Akvile, C. & Gabriele, S., (2015), Evaluation of city tourism competitiveness, Procedia - Social and Behavioral Sciences, 105 – 110.
  3. Aksoy, R. & Kiyci, S. (2011). A destination image as a type of image and measuring destination image in tourism (Amasra Case). European Journal of Social Sciences, 20 (3):478
  4. Andrades-Caldito, L.; Sanchez-Rivero, M.; Pulido-Fernandez, J. I. (2013). Differentiating Competitiveness through Tourism Image Assessment: An Application to Andalusia (Spain). Journal of Travel Research, 52(1), 68–81..
  5. Baloglu, S. & Mccleary, K.W. (1999). A model of destination image formation. Annals of Tourism Research, 26(4):868-897.
  6. Beerli, A. & Martin, J.D. (2004). Factors influencing destination image. Annals of Tourism Research, 31(3):657-681.
  7. Giampiccoli Andrea & Kalis Janet Hayward, (2012), Community-based tourism and local culture: the case of the amaMpondo, PASOS. Revista de Turismo y Patrimonio Cultural, 10(1) 173-188.
  8. Bray, J., Johns, N. & Kilburn, D. (2011), An exploratory study into the factors impeding ethical consumption, Journal of Business Ethics, 597-608
  9. Cai, Liping A.; Alaedini, Pooya, (2018), [Bridging Tourism Theory and Practice] Quality Services and Experiences in Hospitality and Tourism Volume 9 || Horse Racing Event Experience and Social Media. 121–131
  10. Chee-Hua, Chin1, May-Chiun, Lo, Vikneswaran Nair & Peter Songan, (2016), examining the effects of environmental components on tourism destination competitiveness: the moderating impact of community support, Asian Academy of Management Journal, 21,(1), 75–104,
  11. Chunyan, N., & Tao, W., (2019), How global brands incorporate local cultural elements to improve brand evaluations A perspective on cultural mixing, International Marketing Review, p. 1-21
  12. Cohen, S.A., Prayag, G. & Moital, M. (2014), “Consumer behaviour in tourism: concepts, influences and opportunities”, Current Issues in Tourism, 17 (10), 872-909
  13. Crouch, G.I. (2011), Destination competitiveness: an analysis of determinant attributes, Journal of Travel Research, 50(1), 27-45.
  14. Cristina, E., Joao, F., Sara, N., (2015), Determinants of Tourism Destination Competitiveness: A SEM Approach, Marketing Places and Spaces Advances in Culture, Tourism and Hospitality Research, 10, 121_139.
  15. Cucculelli, M. & Goffi, G., (2016), Does sustainability enhance tourism destination competitiveness? Evidence from Italian destinations of excellence, Journal of Cleaner Production, 111, 370-382.
  16. Echtner, C.M. & Ritchie, J.R. (2003). The meaning and measurement of destination image. The Journal of Tourism Studies, 14(1):37‐48.
  17. Han, W., McCabe, S., Wang, Y. & Choong, A.Y.L. (2017), Evaluating user-generated content in social media: an effective approach to encourage greater pro-environmental behavior in tourism”, Journal of Sustainable Tourism, 26 (4), 600-614
  18. Hall, S. (2014), Cultural identity and diaspora, in Mirzoeff, N. (Ed.), Diaspora and Visual Culture, Routledge, London, UK, 35-47.
  19. Hamid Rather, Ashaq Hussain Najar, Asif Ahmad Bhat, Parwaiz Ahmad Najar, Oyunchimeg Luvsandavaajav, Gantuya Narantuya, Enkhjargal Dalaibaatar, (2022), Perceived Political Risk and Tourists’ Behavioural Intention: The Mediating Effect of Destination Image, African Journal of Hospitality, Tourism and Leisure, 11 (4), 1443-1458.
  20. Hasliza Hassan & Muhammad Sabbir Rahman, (2013). The Value of National Brand and Local Brand , Journal of Basic and Applied Scientific Research, 3(3). 784-786.
  21. Haarhoff, R., (2018), Tourist perceptions of factors influencing destination image: a case study of selected Kimberley resorts, African Journal of Hospitality, Tourism and Leisure, (4), 1-21.
  22. Hassan, Hasliza & Rahman Muhammad Sabbir, (2013), The Value of National Brand and Local Brand, Journal of Basic and Applied Scientific Research, 3(3). 784-786.
  23. Hayward Philip & Kuwahar Sueo, (2014), Takarajima: A Treasured Island: Exogeneity, folkloric identity and local branding, Journal of Marine and Island Cultures, 3(1), 20-30.
  24. Hays, S., Page, S.J. & Buhalis, D., (2013), Social media as a destination marketing tool: its use by national tourism organisations, Current Issues in Tourism, 16 (3), 211-239.
  25. Hailin Qu, Lisa Hyunjung, Holly Hyunjung Im, (2011), A model of destination branding: Integrating the concepts of the branding and destination image, Tourism Management 32. 465-476.
  26. Jose Solana-Ibanez, Lorena Para-González, Carmen De Nieves-Nieto, (2016), Destination Competitiveness and Sustainable Tourism: A Critical Review, Applied Economics and Finance, 3(2), 1-15
  27. Kara & Sinem Kunt, (2020), an examination of sarikamiş destination competitiveness from the luge athletes’ perspective: the relationship between tourism experience and perceived destination competitivenessmikail, rev. Anais Bras. de Est. Tur./ ABET, Juiz de Fora (Brasil), e-ISSN 2238-2925,10,p.1–10
  28. Kong, W.H., Cross, H & Ong, C.E., (2015), Tourism destination image development: a lesson from Macau, International Journal of Tourism Cities, 1(4), 1-17
  29. Lopes, S. (2011). Destination image: Origins, developments and Implications. PASOS. Revista deTurismo y Patrimonio Cultural, 9(2):305‐315
  30. Lund, D. D., Dinica, V., Reiser, D., Fifka, M.S., (2019). [CSR, Sustainability, Ethics & Governance] Corporate Sustainability and Responsibility in Tourism (A Transformative Concept) || Demand for Sustainable Tourism. , 10.1007/978-3-030-15624-4(Chapter 16), 265–281.
  31. Mandina, S.P. & Du Preez, E. A. (2022). Travellers' Risk Perceptions and Intentions to Visit African Destinations amidst COVID-19: The Case of Brands South Africa and Zimbabwe. African Journal of Hospitality, Tourism and Leisure, 11(3), 975-995
  32. Manrai, L.A., Manrai, A.K. & Friedeborn, S., (2020), Environmental determinants of destination competitiveness and its Tourism Attractions-Basics-Context, indicators: A review, conceptual model and propositions, Journal of Economics, Finance and Administrative Science, 25(50), 425-449.
  33. Marlon Dalmoro, Diego Costa Pinto, Márcia Maurer Herter & Walter Nique, (2020), Tradition scapes in emerging markets : How local tradition appropriation fosters cultural identity, ,International Journal of Emerging Markets, 15(6), 12-18.
  34. Melo, H. M. P., Moniz, A. I., Silva, F.J.F, Batista, M. G., (2017), Tourist destination image and consumer behaviour: The case of the Azores, Journal of Spatial and Organizational Dynamics, 5(2). 73-82.
  35. Milano, R., Baggio, R. & Piattelli, R. (2011), The effects of online social media on tourism websites”, Proceedings of the ENTER, Innsbruck, 471-483
  36. Nikolova, M.S. & Hassan, S.S. (2013), Nation branding effects on retrospective global evaluation of past travel experiences, Journal of Business Research, 66 (6), 752-758
  37. Ozsomer, A. (2012), The interplay between global and local brands: a closer look at perceived brand globalness and local iconness, Journal of International Marketing, 20 (2), 72-95.
  38. Philip Hayward, Sueo Kuwahara, (2014), Takarajima: A Treasured Island Exogeneity, folkloric identity and local branding, Journal of Marine and Island Cultures, 3, 20-30.
  39. Pike, S. & Page, S.J. (2014), Destination marketing organizations and destination marketing: A narrative analysis of the literature”, Tourism Management, 41 (3), 202-227.
  40. Qu, H., Kim, L. H., & Im, H. H., (2011), A model of destination branding: Integrating the concepts of the branding and destination image. Tourism Management, 32(3), 465– 476.
  41. Raffay Zoltan, (2022), A Longitudinal Study of Destination Image, Tourist Satisfaction, and Revisit Intention, journal of tourism and services, 24 (13), ISSN 1804-5650 (Online)
  42. Reiser, D. & Fifka, M.S. (Eds), Corporate Sustainability and Responsibility in Tourism, CSR, Sustainability, Ethics and Governance
  43. Salah, H., & Abeer A.M., (2019), Nation branding: the strategic imperative for sustainable market competitiveness, Journal of Humanities and Applied Social Sciences l(2), 146-158.
  44. Sinha, M. & Sheth, J. (2017), Growing the pie in emerging markets: marketing strategies for increasing the ratio of non-users to users, Journal of Business Research, 86(1), 217-224.
  45. Solis, Brian. (2010). Engage: The Complete Guide for Brands and Businesses to Build Cultivate and Measure Success on The Web. New Jersey: John Wiley & Sons
  46. Sobol, K., Cleveland, M. & Laroche, M. (2018), Globalization, national identity, biculturalism and consumer behaviour: a longitudinal study of Dutch consumers, Journal of Business Research, 82(1), 340-353.
  47. Steenkamp, J.-B. & de Jong, M. (2010), A global investigation into the constellation of consumer attitudes toward global and local products, Journal of Marketing, 74(6), 8-40
  48. Stylos, N., Vassiliadis, C., Bellou, V. & Andronikidis, A., (2016) Destination Images, Holistic Images and Personal Normative Beliefs: Predictors of Intention to Revisit a Destination. Tourism Management, 53, 40–60.
  49. Tasci, Asli D.A., & Metin Kozak, (2006), Destination Brand Vs Destinations Images : Do We Know What We Mean. Journal Of Vacation Marketing. 12(4), 299-318
  50. Tubadji, Annie; Pelzel, Frank, (2015), Culture based development: measuring an invisible resource using the PLS-PM method, International Journal of Social Economics, 42(12), 1050–1070.
  51. Zhang, H., Wu, Y. & Buhalis, D., (2018), A Model of Perceived Image, Memorable Tourism Experiences and Revisit Intention. Journal of Destination Marketing & Management, 8, 326–336.
  52. Zhou, L,&Wang,T.,(2016), Social media:A new vehicle for city marketing in china.Cities, 37, 27–32.