From a hidden gem to a tourist spot: Examining brand gestalt, tourist attitude, satisfaction and loyalty in Bitung city

Abstract

Purpose Brand gestalt has emerged as a crucial concept in marketing and branding, denoting the holistic perception and overall impression that consumers develop about a brand. This concept gains significance as it serves to measure the overall identity of a brand. Despite its importance, both empirical and theoretical exploration of this concept remains limited, particularly in the context of place branding. The present study aims to bridge the theoretical gap surrounding the interplay between brand gestalt, tourist attitude and loyalty within the city branding domain. In particular, it aims to comprehensively explore the dimensional impact of city brand gestalt (CBG) on tourist attitude, satisfaction and loyalty. Design/methodology/approach The primary data were collected through a self-administered online questionnaire containing 35 items, developed and adapted from the literature review. A total of 314 samples of Bitung City visitors were recruited, resulting in a 79% response rate. Structural equation modeling was performed using SmartPLS 3 to validate the research hypotheses. Findings The findings of the study indicate that CBG has a substantial and positive influence on tourist attitudes, satisfaction and loyalty. Furthermore, it was discovered that tourist attitude and satisfaction play a partial mediating role in the relationship between CBG and tourist loyalty. Research limitations/implications This study is a seminal contribution to understanding the link between CBG, tourist attitude, satisfaction and loyalty. It offers valuable insights for city destination management in designing strategies and interventions to foster positive tourist attitudes, increase satisfaction and sustain loyalty. In particular, it emphasizes the necessity of ongoing investments in maintaining a positive holistic brand experience (i.e., brand gestalt) that aligns with evolving expectations. The study highlights the need to develop a compelling narrative and consistent messaging tailored to the target audience's values and aspirations. Additionally, it underscores the importance of providing exceptional sensory experiences that appeal to the target audience. Originality/value To the best of the authors' knowledge, this study is among the first to examine the role of brand gestalt in the context of city branding. Understanding the holistic interaction of the four brand gestalt elements – story, sensescape, servicescape and stakeholders – is crucial for fostering tourists' positive attitudes, satisfaction and loyalty toward urban destinations. The proposed CBG model offers a conceptual framework to guide future research in city branding.