Destination authentic value advantage: an SDL perspective

This study aims to build a destination marketing conceptual model to bridge the research gap concerning managing a destination service-scape quality for enhancing destination loyalty. The convenience sample data were collected from an unknown population of Indonesian domestic tourists who visited tourist destinations in Indonesia. Data were analysed using AMOS SEM Software. The findings demonstrate the significant impacts of destination servicescape quality on destination authentic value advantage. The research findings resulted in a complete significant pathway to enhancing loyalty by mediating an authentic destination advantage through destination congruence. This study is evidence for the application of SDL-Service Dominant Logic Theory. The possibility of enhancing an authentic value experience superiority would be a strategic process for achieving any level of destination congruence as a step towards creating and sustaining loyalty. Destination planning could consider crafting the hardscape and soft-scape of a destination equally. A company should provide services that encourage positive emotions as the basis for building congruency. The originality of this study is the concept of destination servicescape quality with two new dimensions of destination service, hard-servicescape and soft-servicescape, and the development of destination authentic value advantage for enhancing authentic value advantage.