International Journal of Applied Finance and Business Studies
Vol. 13 No. 2 (2025): September: Applied Finance and Business Studies

Exploring the role of brand love in mediating community behavior's impact on tourist loyalty: an empirical study of Puncak 2000 Siosar tourism destination

Tanady, Darwan (Unknown)
Fadila, Zakia (Unknown)
Sanjaya, Mega (Unknown)
Nasib, Nasib (Unknown)
Fathoni, Muhammad (Unknown)

Article Info

Publish Date
02 Aug 2025

Abstract

This study explores the relationship between brand love, community behavior, and tourist loyalty at the Puncak 2000 Siosar tourism destination, focusing on local tourists. Using purposive sampling, 125 participants were surveyed across various areas of the destination. The study employed Structural Equation Modeling (SEM) with Maximum Likelihood (ML) estimation to evaluate the proposed model. The results indicate that brand love significantly mediates the effect of community behavior on tourist loyalty. These findings provide valuable insights for destination managers, suggesting that fostering emotional connections between tourists and the destination brand can enhance tourist loyalty.

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Journal Info
International Journal of Applied Finance and Business Studies
Website

Abbrev

ijafibs

Publisher

Trigin Institute

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

International Journal of Applied Finance and Business Studies is published with both online and print versions devoted to provide the publication of research finding in finance and business research studies. Objectives The main goal of ijafibs is to present outstanding, high quality research ...