Brand identification in Indonesian tourism: determinant factors and consequences

Purpose This paper aims to examine the effect of destination brand experience, credibility and value congruence on destination brand identification. This research also aims to examine the effect of destination brand identification on destination brand attachment, advocacy and loyalty. Design/methodology/approach Respondents are 352 tourists, both local and international, who have been to destinations of Borobudur, Likupang, Mandalika, Danau Toba and Labuan Bajo. Variables are measured by the 7-Likert scale questionnaires. The questionnaires are spread to tourists in 2022–2023. Data analysis uses path analysis by using structural equation modeling. Findings Based on data analysis, destination brand experience, credibility and value congruence have positive effects on destination brand identification. When tourists enjoy a good experience, feel trust (brand credibility) and have similar values with the brand (value congruence), tourists perceive that the brand can fulfill their needs. The result also shows that destination brand identification has a positive effect on destination brand attachment, advocacy and loyalty. Originality/value This research contributes to filling the previous gap where most tourism studies focus on the emotional and/or cognitive elements of tourism as a product and tourism consumption. This research captures the tourism business from the context of branding including destination brand experience, destination brand credibility and value congruence to determine tourist destination brand identification. This research also contributes to providing new evidence of brand identification’s role to determine destination attachment, advocacy and loyalty in Indonesia.