Developing a Destination Loyalty Model Based on Destination Image, Social Capital, and Tourism Innovation: The Mediating Roles of Destination Brand Gestalt and Tourist Satisfaction in Samosir Regency

Abstract

The rapid growth of tourist arrivals does not necessarily translate into sustainable destination loyalty. This phenomenon, referred to as the growth–experience gap, indicates that increasing visitation alone is insufficient to foster long-term tourist commitment unless visitors experience meaningful and holistic destination encounters. Addressing this issue, the present study develops and empirically tests a comprehensive model of destination loyalty by integrating Destination Image, Social Capital, Tourism Innovation, Destination Brand Gestalt, and Tourist Satisfaction within the Stimulus–Organism–Response (SOR) theoretical framework. A quantitative explanatory research design was employed using survey data collected from 474 domestic and international tourists who had visited tourist attractions in Samosir Regency, Indonesia. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4. The findings reveal that Destination Image, Social Capital, and Tourism Innovation significantly influence Destination Brand Gestalt. Furthermore, Destination Brand Gestalt positively affects Tourist Satisfaction, while Tourist Satisfaction emerges as the strongest determinant of Destination Loyalty. Interestingly, Destination Brand Gestalt does not exert a significant direct effect on Destination Loyalty but contributes indirectly through Tourist Satisfaction, indicating a full mediation mechanism. The serial mediation analysis further demonstrates that tourists' loyalty is established through an integrated psychological process in which destination stimuli are transformed into holistic destination perceptions before generating satisfaction and subsequent loyalty. The study contributes to destination marketing literature by proposing the Destination Brand Gestalt Model (DBGM), an integrative framework that extends the application of SOR theory by positioning Destination Brand Gestalt as a key psychological mechanism linking destination stimuli and tourist loyalty. From a managerial perspective, the findings suggest that destination managers should shift from an attraction-based development paradigm toward an experience-based destination management approach that integrates cultural narratives, multisensory experiences, service excellence, stakeholder collaboration, and continuous tourism innovation to enhance sustainable destination loyalty.