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<p>This study aims to develop and validate a comprehensive theoretical model that clarifies the complex interactions between destination brand gestalt (DBG), tourist satisfaction, and destination brand loyalty (DBL) within the context of emerging tourist destinations. Additionally, the mediating role of tourist satisfaction in these relationships was examined. The research utilized a quantitative approach through a survey administered to a purposively selected sample of 300 leisure travelers visiting North Sulawesi, Indonesia. Structural Equation Modeling (SEM) using SmartPLS was employed to test the hypotheses. The study highlights the significant role of the 4&#xa0;S framework dimensions (storyscape, sensescape, servicescape, and stakeholderscape) in predicting DBG, with sensescape being identified as the most influential predictor. The findings also demonstrate the significant positive effects of DBG on both tourist satisfaction and DBL. Moreover, tourist satisfaction mediates the relationship between DBG and DBL. Destination marketers should design tourism products that align with the brand gestalt by creating compelling storyscapes, immersive sensescapes, exemplary servicescapes, and engaging stakeholderscapes. This alignment can enhance tourist satisfaction and loyalty. This study contributes to the field of destination branding by providing insights into the predictive power of DBG on tourist satisfaction and loyalty in emerging tourist destinations. Additionally, it offers empirical evidence on the mediating role of satisfaction in the relationship between DBG and DBL.</p>

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Examining the structural dynamics of destination brand gestalt, tourist satisfaction, and loyalty: insights from an emerging destination

  • 期刊论文

  • 发表日期：

    2026年6月26日

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  • Deske W. Mandagi,
  • Merry Yasuwito,
  • Fanny Soewignyo,
  • Novie P. Sibilang

摘要

This study aims to develop and validate a comprehensive theoretical model that clarifies the complex interactions between destination brand gestalt (DBG), tourist satisfaction, and destination brand loyalty (DBL) within the context of emerging tourist destinations. Additionally, the mediating role of tourist satisfaction in these relationships was examined. The research utilized a quantitative approach through a survey administered to a purposively selected sample of 300 leisure travelers visiting North Sulawesi, Indonesia. Structural Equation Modeling (SEM) using SmartPLS was employed to test the hypotheses. The study highlights the significant role of the 4 S framework dimensions (storyscape, sensescape, servicescape, and stakeholderscape) in predicting DBG, with sensescape being identified as the most influential predictor. The findings also demonstrate the significant positive effects of DBG on both tourist satisfaction and DBL. Moreover, tourist satisfaction mediates the relationship between DBG and DBL. Destination marketers should design tourism products that align with the brand gestalt by creating compelling storyscapes, immersive sensescapes, exemplary servicescapes, and engaging stakeholderscapes. This alignment can enhance tourist satisfaction and loyalty. This study contributes to the field of destination branding by providing insights into the predictive power of DBG on tourist satisfaction and loyalty in emerging tourist destinations. Additionally, it offers empirical evidence on the mediating role of satisfaction in the relationship between DBG and DBL.