Membangun Keunggulan Destinasi Melalui Brand Equity: Tinjauan Sistematis Brand Familiarity, Perceived Quality, dan Brand Image
DOI:
https://doi.org/10.32493/drb.v8i6.54761Keywords:
brand familiarity, perceived quality, brand image, destination brand equity, daya saing destinasiAbstract
Penelitian ini bertujuan untuk meninjau secara sistematis hubungan antara brand familiarity, perceived quality, dan brand image terhadap destination brand equity serta implikasinya terhadap daya saing destinasi wisata di pasar global. Kajian ini menggunakan pendekatan Systematic Literature Review (SLR) dengan metode Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA). Data diperoleh dari basis data Scopus dengan kombinasi kata kunci yang relevan dan disaring berdasarkan kriteria inklusi, yaitu tahun publikasi 2020–2025, dokumen artikel final, berbahasa Inggris, serta berstatus open access. Dari 510 artikel yang teridentifikasi, 19 artikel akhir memenuhi syarat untuk dianalisis secara sistematis. Hasil penelitian menunjukkan bahwa brand familiarity, perceived quality, dan brand image secara simultan berpengaruh positif terhadap pembentukan overall brand equity destinasi. Brand familiarity berperan membangun keakraban dan kepercayaan terhadap destinasi, perceived quality memperkuat persepsi nilai dan kepuasan wisatawan, sedangkan brand image mempertegas diferensiasi serta keunggulan emosional destinasi. Sinergi ketiganya berkontribusi terhadap peningkatan loyalitas wisatawan dan reputasi destinasi yang pada akhirnya memperkuat daya saing di pasar internasional. Secara teoretis, hasil penelitian memperluas model Customer-Based Brand Equity (CBBE) dengan mengintegrasikan dimensi pengalaman wisata (experiential value) dan reputasi digital. Sementara itu, secara praktis, penelitian ini menekankan pentingnya strategi pengelolaan merek destinasi yang menyeimbangkan paparan, kualitas layanan, dan diferensiasi citra guna menciptakan keunggulan kompetitif yang berkelanjutan di industri pariwisata global.
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