The Role of Tourist Satisfaction as a Mediator between Brand Gestalt and Destination Loyalty in the Berastagi Tourist Area
Keywords:
Brand Gestalt; Tourist Satisfaction; Destination Loyalty; Tourism; Tourism MarketingAbstract
This study aims to determine the effect of tourist satisfaction on destination loyalty with brand gestalt as a mediating variable. The research method used in this study is quantitative with an explanatory research design. This approach was chosen because the study aims to test the causal relationship between the research variables, both direct and indirect effects through mediating variables. This study examines the effect of Brand Gestalt on Destination Loyalty, with Tourist Satisfaction as the mediating variable. The research design is cross-sectional, meaning that data collection was conducted at a specific time to capture tourists' perceptions of their travel experiences in the Berastagi Tourist Area. SmartPLS was used as a statistical tool. There were 200 respondents in the research sample. The results of this study are: Brand Gestalt has a significant positive effect on tourist satisfaction, tourist satisfaction has a significant positive effect on destination loyalty, Brand Gestalt has a significant positive effect on destination loyalty, and tourist satisfaction mediates the effect of Brand Gestalt on destination loyalty. These findings indicate that Brand Gestalt influences tourist loyalty both directly and indirectly through tourist satisfaction.
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