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All Journal Assets : Jurnal Ekonomi, Manajemen dan Akuntansi
Lestari, Resa Dwi Lestari
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Economics, Econometrics & Finance Social Sciences

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DESTINATION POSITIONING AND GENERATION Z LOYALTY IN TOURISM: THE MEDIATING INFLUENCE OF DESTINATION EXPERIENCE AND DESTINATION IMAGE Lestari, Resa Dwi Lestari
Assets: Jurnal Ekonomi, Manajemen, dan Akuntansi Vol 14 No 2 (2024): Assets : Jurnal Ekonomi, Manajemen dan Akuntansi
Publisher : Universitas Islam Negeri Alauddin Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24252/assets.v14i2.51805

Abstract

This research investigates the interaction between destination positioning, destination experience, destination image and loyalty among Generation Z travelers, who have emerged as a significant force in the tourism industry. Given their distinct preferences influenced by digital and and social media influences, this research aims to analyze how destination experience and destination image mediate the relationship between destination positioning and Generation Z loyalty. Using non-probability purposive sampling technique, data was distributed through a survey to 200 Generation Z respondents in Indonesia. Structural Equation Modeling with AMOS was used to examine the relationships between variables in the study. Discovering revealed that a positive brand experience significantly improves destination image, which in turn fosters loyalty among young travelers. The implications of these insights suggest that tourism stakeholders should innovate their marketing strategies to create immersive experiences that align with Generation Z values, ultimately driving engagement and repeat visits in a competitive market.
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