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Abstract

Branding destinasi telah menjadi strategi utama dalam meningkatkan daya saing pariwisata, di mana ekuitas merek destinasi digunakan untuk membangun loyalitas wisatawan dalam jangka panjang. Penelitian ini merupakan kajian pustaka sistematis yang menganalisis pengaruh destination branding terhadap tourist loyalty dalam berbagai konteks negara dan budaya berdasarkan publikasi ilmiah periode 2021–2025. Sejumlah artikel yang telah diseleksi melalui proses systematic screening dianalisis menggunakan pendekatan thematic content analysis yang dipadukan dengan pemetaan bibliometrik. Hasil temuan menunjukkan bahwa destination branding berpengaruh positif terhadap loyalitas wisatawan baik secara langsung maupun melalui variabel mediasi seperti kepuasan, kepercayaan, dan identifikasi terhadap destinasi. Namun demikian, kekuatan dan pola hubungan tersebut berbeda antar negara. Wisatawan dari budaya kolektivistik cenderung membangun loyalitas melalui rasa percaya terhadap kebijakan, ikatan emosional, serta norma sosial; sementara wisatawan dari budaya individualistik lebih dipengaruhi oleh keaslian pengalaman, unsur kebaruan, dan ekspresi diri melalui destinasi. Selain itu, elemen branding digital seperti video pendek, virtual reality, dan konten buatan pengguna muncul sebagai pemicu baru dalam pembentukan loyalitas, yang menandakan pergeseran dari branding berbasis lokasi menuju branding berbasis platform. Temuan lainnya mengindikasikan bahwa nation branding turut memperkuat loyalitas destinasi melalui persepsi keamanan, reliabilitas tata kelola, dan reputasi global suatu negara. Penelitian ini menegaskan adanya kesenjangan riset terkait pengujian cross-country measurement invariance dan integrasi variabel makro dalam model destination branding. Oleh karena itu, studi ini mengusulkan kerangka branding adaptif yang mempertimbangkan dimensi emosional, teknologi, dan kebijakan untuk membangun loyalitas wisatawan secara kontekstual lintas negara.

Keywords

branding destinasi, loyalitas wisatawan, analisis lintas negara, kepuasan, kepercayaan, nation branding, tinjauan sistematis.

Article Details

References

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