Nuh, Ahmad; Rizan, Mohamad; Sadat, Andi Muhammad. Enlightening Tourism. A Pathmaking Journal, Vol 14,

No 2 (2024), pp. 17-49

https://doi.org/10.33776/et.v14i2.8375

17

NATURAL ATTRACTIONS AND E-WOM: DRIVERS

OF DESTINATION LOVE IN INDONESIAN

CAMPERVAN TOURISM

Ahmad Nuh*. Department of Postgraduate, State University of Jakarta, Indonesia.

nuh@belgifoods.com

Mohamad Rizan. Department of Postgraduate, State University of Jakarta, Indonesia

Andi Muhammad Sadat. State University of Jakarta, Indonesia

*Corresponding author

Received 21 July 2024; Received in revised form 30 October 2024; Accepted 22 November 2024

ABSTRACT

The study aims to explore the impact of natural attractions,

electronic word-of-mouth (e-WOM), and satisfaction on

destination love within the context of campervan tourism in

Indonesia. The research utilized a sample of 483 respondents

from Jakarta and other cities in Indonesia and employed

structural equation modeling (SEM) using partial least

squares (PLS) to test eight hypotheses. The findings indicate

that natural attractions, e-WOM, and satisfaction have a

significant positive effect on destination love. Specifically,

natural attractions have a strong positive influence on

destination love, satisfaction has a weak positive effect on

destination love, and e-WOM has a strong positive effect on

both destination love and satisfaction. The study conducted a

multi-group analysis and found no significant difference

between male and female respondents in their perspectives on

the eight hypotheses. It extends previous theories by

demonstrating that satisfaction alone is not sufficient to

predict destination love, suggesting that other factors, such as

natural attractions and e-WOM, play significant roles in

influencing emotional attachment. The study's findings

recommend that tourism marketers, destination operators, and

researchers utilize insights on natural attractions and

electronic word-of-mouth (e-WOM) to improve marketing

strategies, enhance visitor experiences, and deepen the

understanding of destination love and loyalty.

RESUMEN

El objetivo del estudio es explorar el impacto de los atractivos

naturales, el boca a boca electrónico (e-WOM) y la

satisfacción en el amor por el destino en el contexto del

turismo de autocaravana en Indonesia. La investigación

utilizó una muestra de 483 encuestados de Yakarta y otras

ciudades de Indonesia y empleó el modelo de ecuaciones

estructurales (SEM) mediante mínimos cuadrados parciales

(PLS) para poner a prueba ocho hipótesis. Los resultados

indican que las atracciones naturales, el e-WOM y la

satisfacción tienen un efecto positivo significativo en el amor

por el destino. En concreto, los atractivos naturales tienen una

fuerte influencia positiva en el amor por el destino, la

satisfacción tiene un débil efecto positivo en el amor por el

destino, y el e-WOM tiene un fuerte efecto positivo tanto en el

amor por el destino como en la satisfacción. El estudio realizó

un análisis multigrupo y no encontró diferencias significativas

entre los encuestados masculinos y femeninos en sus

perspectivas sobre las ocho hipótesis. El estudio amplía las

teorías anteriores al demostrar que la satisfacción por sí sola

no es suficiente para predecir el amor por el destino, lo que

sugiere que otros factores, como los atractivos naturales y el

e-WOM, desempeñan un papel significativo a la hora de

influir en el apego emocional. Las conclusiones del estudio

recomiendan que los profesionales del marketing turístico, los

operadores de destinos y los investigadores utilicen los

conocimientos sobre los atractivos naturales y el boca a boca

electrónico (e-WOM) para mejorar las estrategias de

marketing, mejorar las experiencias de los visitantes y

profundizar en la comprensión del amor y la lealtad al destino.

KEYWORDS

Natural attraction; e-WOM; Satisfaction; Destination love,

Campervan tourism

PALABRAS CLAVE

Atracción natural; e-WOM; Satisfacción; Amor por el destino,

Turismo en autocaravana

ENLIGHTENING TOURISM: A PATHMAKING

JOURNAL

journal homepage: https://uhu.es/publicaciones/ojs/index.php/et

Nuh, Ahmad; Rizan, Mohamad; Sadat, Andi Muhammad. Enlightening Tourism. A Pathmaking Journal, Vol 14,

No 2 (2024), pp. 17-49

https://doi.org/10.33776/et.v14i2.8375

18

1. INTRODUCTION

In recent years, there has been a

noticeable increase in the popularity of

family camping and outdoor

experiences among individuals and

families, particularly in Indonesia (Lu et

al., 2022; Safitri et al., 2022).

Campgrounds across the country are

witnessing a growing influx of campers,

indicating a shift in tourism preferences

and a demand for unique and immersive

camping experiences. Understanding

the elements that foster emotional

connections between campers and

camping destinations is crucial for

campground operators and managers to

design and deliver exceptional

experiences. This research investigates

the links between natural attractions,

electronic word-of-mouth (e-WOM),

satisfaction, and destination love within

the context of camping grounds (Filieri

et al., 2021; Pradhan, 2021), focusing

specifically on campervan and family

camping in Indonesia. Utilizing lovemark

theory, which centers on the emotional

bond between consumers and brands,

this study offers valuable insights into

the development of destination love

(Falahnezhad et al., 2022).

By integrating the influence of

natural attractions and e-WOM into the

framework of destination love, this

research provides a novel perspective

on factors beyond satisfaction that

contribute to tourists' emotional

attachment to destinations.

Emphasizing the significant roles of

these elements expands the theoretical

understanding of destination branding

and challenges the traditional view that

satisfaction is the sole driver of

destination love.

Existing literature on destination

love and loyalty primarily focuses on

satisfaction as the main predictor of

tourists' emotional attachment to

destinations. However, this approach

overlooks other significant factors that

may influence destination love, such as

natural attractions and e-WOM.

Additionally, while lovemark theory has

been applied in various contexts, its

application within the camping

industry—particularly concerning

campervans and family camping—

remains underexplored. This study

seeks to address these gaps by

investigating how natural attractions and

e-WOM shape destination love, thereby

providing a more comprehensive

understanding of the factors contributing

to tourists' emotional attachment and

loyalty.

Nuh, Ahmad; Rizan, Mohamad; Sadat, Andi Muhammad. Enlightening Tourism. A Pathmaking Journal, Vol 14,

No 2 (2024), pp. 17-49

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19

In conclusion, this research

addresses the limited understanding of

how natural attractions and e-WOM

contribute to destination love beyond

the traditional focus on satisfaction. The

objectives of this study are to investigate

the influence of natural attractions and

e-WOM on destination love and assess

how these factors interact with

satisfaction to affect tourists' loyalty. By

addressing these objectives, this study

aims to provide valuable insights for

destination marketers and operators to

enhance their strategies and offerings.

2. LITERATURE REVIEW

The theoretical framework that

underpins this study is primarily based

on lovemark theory, which emphasizes

the emotional bond between consumers

and brands, suggesting that such bonds

can lead to strong and long-term

relationships (Roberts, 2005). This

theory has been applied to understand

tourists' attachment and loyalty to

destination brands, highlighting the

importance of emotional connections in

fostering destination loyalty and the

willingness to pay a premium price.

However, the application of lovemark

theory within the camping industry—

particularly in the context of campervans

and family camping—remains

underexplored. This gap underscores

the need for a framework that

incorporates additional factors, such as

natural attractions and electronic word-

of-mouth (e-WOM), to provide a more

comprehensive understanding of

destination love and loyalty. Moreover,

there is a notable shift in tourism trends

from competitiveness to sustainability,

which is increasingly relevant in the

context of natural tourism (Rocio et al.,

2023), with an increasing focus on

mitigating climate change in sustainable

tourism practices (Peeters et al., 2024).

By addressing these elements,

including sustainability considerations,

the proposed research aims to extend

the existing theoretical framework and

offer valuable insights for destination

marketers and operators.

2.1 Destination Love

Brand love is a key component of

lovemarks theory (H. Song et al., 2019),

which posits that brands, events, and

experiences that evoke strong passion

can foster enduring consumer-brand

relationships (Giovanis &

Athanasopoulou, 2018). According to

Roberts (2005), CEO of Saatchi and

Saatchi, lovemarks theory is founded on

two essential components: love and

respect. These elements strengthen

Nuh, Ahmad; Rizan, Mohamad; Sadat, Andi Muhammad. Enlightening Tourism. A Pathmaking Journal, Vol 14,

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consumer-brand relationships and

positively influence brand loyalty.

Research indicates that when

consumers feel a sense of love for a

brand, they exhibit higher levels of brand

loyalty (Giovanis & Athanasopoulou,

2018). The lovemarks theory suggests

that brands should prioritize building

strong emotional connections with

consumers to cultivate loyalty beyond

reason (Song et al., 2019). In the

tourism industry, lovemarks theory can

be applied to understand tourists'

attachment and loyalty to specific

destination brands (N. Chen et al.,

2020).

Destination image encompasses

the perceptions and associations that

tourists hold about a place (Jean Claude

et al., 2021). Destination brand love is

defined as the affection tourists and

visitors have for a tourism destination

(Zhang et al., 2020), representing a

profound emotional bond with the place

(Aro et al., 2018). Destination love refers

to the emotional attachment tourists and

visitors develop towards a particular

destination (Andriotis et al., 2021). It

serves as a crucial indicator of a

destination's overall success. Just as

brand love is central to brand

management, destination brand love is

vital for destination marketers (Amaro et

al., 2020). A lack of destination love can

lead to the emergence of destination

hate (Bintang, 2017).

Previous studies have identified

several social factors influencing

destination love, including brand

experience-related factors, tourist-

dependent factors, brand-related

factors, positive emotions, and tourists'

interest in the well-being of the brand

(Amaro et al., 2020; Andriotis et al.,

2021; Aro et al., 2018; Morando &

Platania, 2022). According to

Mohammad Shafiee et al. (2021),

destination love comprises three

dimensions: passionate love, emotional

attachment, and self-brand integration.

Additionally, Albert et al. (2008)

identified eleven distinct dimensions

associated with destination love:

passion, relationship length, self-

congruity, aspirations, recollections,

enjoyment, allure, trust, distinctiveness,

aesthetics, and emotional expression.

The construct of destination brand

love is characterized by a six-

dimensional structure identified in

previous research. These dimensions

include self-brand integration, passion-

driven behaviors, positive emotional

connections, long-term relationship

Nuh, Ahmad; Rizan, Mohamad; Sadat, Andi Muhammad. Enlightening Tourism. A Pathmaking Journal, Vol 14,

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building, attitude strength, and overall

evaluation of attitudes toward the brand

(K. Jiang, 2019). In the context of natural

tourism destinations, the concept of

destination love can be utilized to

assess the success of a destination

brand and develop strategies for

enhancement. Tourists who form an

emotional attachment to a destination

reflect this bond in their experiences

(Bruno et al., 2020). This study focuses

on the campervan tourism industry in

Indonesia to explore how natural

attractions and electronic word-of-

mouth (e-WOM) shape destination love

among tourists.

2.2 Natural attraction and destination

love

Natural attractions are features

created by nature, such as geographic

or geological formations that draw

tourists (Shirazi & Shirazy, 2020). These

attractions often serve as sites for

activity-based pursuits including

climbing, hiking, mountain biking,

mountaineering, and camping.

Examples of natural attractions include

lakes, rivers, waterfalls, gorges, caves,

mountains, and coastal features (Talam,

2022). Nature-based tourism activities

are also considered non-consumptive

tourism (Kota Neela Mani et al., 2021).

Natural attractions are essential

dimensions of destination image in

tourism and can be categorized into

several aspects. They may represent

one of two dimensions within a broader

framework of destination image (Garay,

2019; Marine-Roig & Anton Clavé,

2015) or one of three dimensions (Harun

et al., 2018). The dimensions of natural

attraction can be categorized into seven

aspects: natural scenery; facilities and

equipment; traffic facilities; traffic

planning; design and arrangement of

activities; business policy and

management; and consumer

management and education (Horng et

al., 2012).

Destination love can be influenced

by various factors, including destination

attractiveness and memorable

experiences (Mohammad Shafiee et al.,

2021). One study explored the attributes

of outdoor environments that people

place great personal importance on and

found that people use natural

microfeatures to explain their love for

their favorite—and therefore most

valued—natural environments

(Schebella et al., 2017). A systematic

review of nature-based tourism found

that visitors are motivated by spiritual

factors such as enriching their travel

Nuh, Ahmad; Rizan, Mohamad; Sadat, Andi Muhammad. Enlightening Tourism. A Pathmaking Journal, Vol 14,

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experience, learning new things about

nature, and experiencing the beauty of

nature (Qiu et al., 2021).

The effect of natural attraction on

destination love may differ in some

ways. Natural attraction or destination

attractiveness may be one of the

antecedents of destination love (Aro et

al., 2018; Mohammad Shafiee et al.,

2021b). The concept of humanizing

experiences in tourism significantly

inspires destination brand love (Huang

& Liu, 2021). This suggests that the

effect of natural attraction on destination

love may also depend on visitors' prior

experiences and familiarity with the

place. However, it's worth noting that

tourism can also have negative effects

on natural attractions and destinations.

One article discusses how tourists can

support unsustainable tourism practices

that ultimately destroy the places they

love (P. Lee et al., 2020).

Overall, while there is limited

research specifically on the effect of

natural attraction on destination or

brand love, these studies suggest that

natural environments can play an

important role in fostering emotional

attachment and identification with a

destination. Based on this description

above, we develop the following

hypothesis:

H1. Natural attraction positively

influences destination love.

2.3 Natural Attraction and

Satisfaction

Tourist satisfaction is intricately

linked to overall satisfaction with the

tourism experience, wherein natural

scenery that meets or exceeds

expectations enhances tourists'

contentment with their activities (Melih

et al., 2022; Trinanda & Yuza Sari,

2020). The perception of a destination's

natural environment fosters a sense of

awe and significantly impacts

satisfaction levels, particularly through

evaluations of attractions such as scenic

mountains, valleys, and natural

soundscapes (J. Jiang et al., 2018).

Additionally, sociodemographic

factors—including age, gender, and

income—alongside destination image,

emotional perceptions, perceived value,

and service quality further influence

tourist satisfaction (Miguel Ángel Solano

et al., 2022; Melih et al., 2022;

Sandhiya, 2021). Notably, the image of

a natural soundscape directly affects

tourist satisfaction and indirectly

influences loyalty when mediated by

Nuh, Ahmad; Rizan, Mohamad; Sadat, Andi Muhammad. Enlightening Tourism. A Pathmaking Journal, Vol 14,

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satisfaction levels (J. Jiang et al., 2018).

Overall, the significance of natural

attractions in enhancing tourist

satisfaction is well-documented (Biswas

et al., 2020; Hermawan et al., 2019).

Thus, we propose the following

hypothesis:

H2. Natural attraction positively

influences satisfaction.

2.4 Natural Attraction and e-WOM

The role of electronic word-of-

mouth (e-WOM) in the tourism sector

has gained prominence as online

platforms such as social media facilitate

easy access to information and opinions

about destinations (Kit-Yeng et al.,

2020). e-WOM serves as a powerful

influence on tourists' destination choices

and intentions to visit, with positive e-

WOM capable of attracting new tourists

while enhancing information gathering

(Jie-Hua et al., 2020; Suman & Krishma,

2021). Natural attractions are significant

triggers for e-WOM communication

among tourists, as they provide valuable

insights and recommendations that

enhance overall travel experiences (Jie-

Hua et al., 2020; Romero Montero et al.,

2023). The quality and content of e-

WOM can shape tourists' attitudes

toward a destination; specifically, the

argumentative quality of e-WOM

positively influences tourists' intentions

(Jeetesh & Sana, 2022). Factors such

as the type of natural attraction and the

characteristics of tourists can affect the

relationship between natural attraction

and e-WOM communication (Mohamad

et al., 2012). Tourists are particularly

inclined to share their experiences

regarding unique or iconic natural

attractions that are visually appealing or

emotionally engaging (Carvalho et al.,

2021; Dionisio & Nisi, 2021). The impact

of natural attractiveness on e-WOM is

notably significant in tourism contexts

(Hassani, 2023), with natural

attractions—including soundscapes—

encouraging favorable e-WOM

generation among tourists (Kankhuni &

Ngwira, 2022). Therefore, we propose

the following hypothesis:

H3. Natural attraction positively

influences e-WOM

2.5 Satisfaction and Destination

Love

Tourist satisfaction refers to level

of contentment or fulfillment

experienced by travelers during their

travel experiences (Melih et al., 2022;

Miguel Ángel Solano et al., 2022;

Sandhiya, 2021). It is an abstract

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concept that can be challenging to

measure (S.Chenet et al., 2022) . In the

tourism context, satisfaction is defined

as the level experience tourists have

during or after their travel (Miguel Ángel

Solanoet al., 2022). One study defines

satisfaction as post-trip evaluative

judgment and affective feeling

concerning travel experience (Yun &

Pyo, 2016). Tourist satisfaction can be

measured through various indicators,

including overall satisfaction visit, which

can range from unsatisfied to fully

satisfied. This is often quantified using a

Likert scale to capture nuanced

perceptions of travel experience (Vivina

et al., 2021). Factors influencing tourist

satisfaction include service quality and

perceived value expectations (Saut &

Bie, 2024). Achieving tourist satisfaction

is crucial for various stakeholders in

tourist destinations (Marinao, 2018),

suggesting satisfaction is key to the

success of sustainability tourism

businesses.

According Pizam et al. (1978)

tourist satisfaction encompasses seven

dimensions enjoyment opportunities,

cost, hospitality, dining facilities,

accommodation facilities, environment,

and extent of commercialization.

Another framework identifies various

factors influencing tourist satisfaction,

such as attributes of accommodation

quality and transportation options. food

beverage services facilities overall

satisfaction (Chand et al., 2016). Given

the variety dimensions associated with

tourist satisfaction, the complex concept

is difficult to measure. However

expressive performance dimension

most tourism products often considered

more important instrumental aspects

(Pizam et al., 1978). Kozak Rimmington

(2000) simplifies this concept,

highlighting several key factors that

appeal to attractions and amenities.

Accessibility information quality facilities

services available at destination.

Tourist satisfaction is influenced by

various factors, including motivations,

participation activities, cognitive-

emotional engagement, and

demographic characteristics such as

age, education level, family income,

nationality, and length of stay (Vivina et

al., 2021). Emotions like joy and love

significantly impact tourist satisfaction

intention to recommend destination

(Prayag et al., 2017). Tourist emotional

responses—including love—can affect

levels of behavioral intentions, attitude

judgments, and choices. (Filep

Matteucci, 2020). Furthermore,

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satisfaction plays a critical role in

fostering loyalty, underscoring the

importance of developing destination

love loyalty (Papadopoulou et al., 2022).

Gumparthi Patra (2020) finds

satisfaction, hedonic symbolic benefits,

and high-quality perceptions positively

influence destination love. Satisfaction

experience also positively influences

destination brand love (Amaro et al.,

2020). Based on this discussion, we

propose the following hypothesis:

H4. Satisfaction positively

influences destination love.

2.6 e-WOM and Destination Love

Word-of-mouth (WOM)

communication in the tourism context

refers to informal exchanges between

individuals about their travel

experiences (Jie-Hua et al., 2020;

Mohammad Shafiee et al., 2021a).

WOM can significantly influence tourists'

destination choices and intentions to

visit (Gosal et al., 2020). Positive WOM

can attract new tourists and enhance a

destination's image, while negative

WOM can deter visitors and damage the

destination's reputation. Online WOM,

commonly referred to as e-WOM, is

becoming increasingly important in the

tourism sector (Akbari et al., 2022).

Online platforms such as social

media, review websites, and blogs

provide tourists with easy access to

information and opinions about

destinations, tourism products, and

services (Litvin et al., 2008). The

intention to engage in e-WOM can be

powerful in generating visitors,

particularly when responding to

negative feedback (Jeetesh & Sana,

2022). Tourists evaluate their

satisfaction based on several key

factors, including comfort, friendliness,

security, cleanliness, accommodation,

transportation, and infrastructure

(Cherapanukorn & Sugunnasil, 2022).

WOM can be influenced by various

factors categorized into four main

groups: personal conditions, social

conditions, perceptual conditions, and

consumption-based conditions. These

factors include opinion seeking,

information usefulness, trust in e-WOM

sources, economic incentives, customer

satisfaction, loyalty, brand attitude,

altruism, affective commitment,

normative commitment, opinion

leadership, self-enhancement,

information influence, tie strength,

homophily, and community identity

(Ismagilova et al., 2021).

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In the conceptual article by Huete-

Alcocer (2017), it is argued that there

are emerging dimensional differences

between traditional WOM and e-WOM.

While traditional WOM is effective within

limited social contact boundaries, e-

WOM transcends these limitations by

leveraging information technology and

online social networks. It plays a

significant role in consumer purchase

decisions and has the potential to

influence consumer behavior (Albarq &

Aldoghan, 2020). By comparing WOM

and e-WOM and considering the reach

and convenience of reaching a wider

audience—particularly among tech-

savvy travelers—we focus on e-WOM

for this study. However, it is important to

note that both WOM and e-WOM can

complement each other (RV &

Varshney, 2022).

The construct of e-WOM consists

of four dimensions: WOM intensity,

positive valence WOM, negative

valence WOM, and WOM content

(Goyette et al., 2010). Another study

divides the dimensions of e-WOM into

seven categories: perceived source

credibility, source expertise, source

trustworthiness, tie strength of

relationships, source similarity, source

quality, and source quantity (Ahmad et

al., 2020). According to Hennig-Thurau

et al. (2004), e-WOM has eight

dimensions: platform support; venting

unfavorable emotions; empathy for

others; demonstrating positive feelings;

benefits to society; economic motives;

promoting the firm; and guidance

seeking. Notably, one article includes

only the first five of these eight

dimensions (Yudhistira, 2018).

The relationship between e-WOM

and brand love is complex and can vary

depending on the study. Some research

suggests that brand love can influence

e-WOM, while others indicate that e-

WOM can influence brand love within

the tourism context (Bilal et al., 2022;

Kiuru, 2014; Pillay, 2021). Furthermore,

e-WOM can impact destination love in

tourism by influencing tourists'

emotional and cognitive responses to a

destination (Amaro et al., 2020). eWOM

has been found to influence attitudes

toward a destination (Akdim, 2021). This

emotional engagement can contribute to

destination love and loyalty (Loureiro et

al., 2017). Based on this discussion, we

propose the following hypothesis:

H5. e-WOM positively influences

destination love.

2.7 e-WOM and Satisfaction

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Numerous studies discuss the

effect of satisfaction on e-WOM (Febrian

& Fadly, 2021; Serra-Cantallops et al.,

2018), while others present opposing

views (Hakim & Mulia, 2019; Kit-Yeng et

al., 2020; Suman & Krishma, 2021).

Some research indicates a positive

relationship between satisfaction and e-

WOM—suggesting that satisfied

customers are more likely to contribute

to e-WOM compared to dissatisfied

customers (Das, 2013; T. H. Lee &

Jaafar, 2011). Additionally, positive

emotional experiences positively affect

both satisfaction and e-WOM (Serra-

Cantallops et al., 2018).

Conversely, some studies suggest

a negative or inconclusive relationship

between satisfaction and e-WOM. They

indicate that customer satisfaction does

not necessarily lead to e-WOM or may

become a weaker variable influencing

satisfaction (Harris & Khatami, 2017; Isa

& Riyadi, 2018). The valence of e-WOM

also plays a crucial role; exposure to

positive e-WOM prior to purchase

increases consumer satisfaction while

exposure to negative e-WOM

decreases it (Kuo & Nakhata, 2019).

Findings indicate that electronic word-

of-mouth (eWOM) positively influences

brand image and satisfaction

(Nurhidayati & Abror, 2020), and eWOM

has a positive impact on tourist

satisfaction (Hakim & Mulia, 2019).

Based on this discussion above, we

propose the following hypothesis:

H6. e-WOM positively influences

satisfaction.

Mediating between variables

Based on the literature review

throughout Sections 2.2–2.7 above, we

develop indirect hypotheses regarding

the relationships between variables in

the context of natural tourism.

H7. The influence of natural

attraction on destination love is

mediated by satisfaction.

H8. The influence of e-WOM on

destination love is mediated by

satisfaction.

Multigroup analysis by gender

Research indicates that there are

notable differences by gender in the

tourism context, particularly in natural

tourism. Women may have different

needs and preferences than men

regarding nature-based resort

destinations; female tourists often

perceive the importance of destination

attributes and travel values differently

than their male counterparts (Godtman

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Kling et al., 2020; Rinaldi & Salerno,

2020). This study emphasizes that

women's preferences for tourism

experiences differ from men's,

especially concerning safety, security,

and comfort.

Gender can also influence tourist

behavior and involvement in specific

settings, as observed in analyses of

tourist behavior at cultural sites (Miguel

Ángel Solano et al., 2022). However,

some studies have found no significant

effects of gender on island tourism

(Rasoolimanesh et al., 2017) or tourist

satisfaction (Alananzeh et al., 2018).

These findings highlight the importance

of considering a gender perspective in

tourism research, design, and marketing

strategies.

Figure 1 Framework research

3. METHODOLOGY

3.1 Survey instruments and

measures

An online survey was conducted

between May and June 2024, targeting

respondents in Jakarta, the capital city

of Indonesia, as well as the adjacent

cities of Bekasi, Bogor, and Tangerang.

The survey included items for electronic

word-of-mouth (e-WOM) based on

Goyette et al. (2010) and three items

measuring destination love adapted

from Wallace et al. (2014). Additionally,

four items for satisfaction were taken

from Kozak and Rimmington (2000),

and three items for natural attraction

were derived from Chi and Qu (2008). A

six-point rating scale was employed for

all questionnaire items, ranging from

strongly disagree (1) to strongly agree

(6). The selection of a 6-point Likert

scale aims to understand respondents'

biases in their perceptions of the

instruments used in this study, as

discussed by Taherdoost (2019), who

reviews various response scales,

including rating scales, attitude scales,

and different lengths of Likert scales in

survey measurement and questionnaire

design. A total of 483 responses were

collected through an online survey

distributed via social media platforms

such as WhatsApp, Facebook, and

Instagram, targeting residents of

Jakarta and nearby cities. Before

administering the questionnaire, a

preliminary study was conducted to

ensure the validity and reliability of the

NAT1

MGA

Gender

Satisfaction Destination

Love

e-WOM

Natural

attraction

SAT3

NAT2

NAT3

SAT1

SAT2

LUV4

WOM2

WOM1

WOM3

LUV1

LUV3

LUV2

Nuh, Ahmad; Rizan, Mohamad; Sadat, Andi Muhammad. Enlightening Tourism. A Pathmaking Journal, Vol 14,

No 2 (2024), pp. 17-49

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29

survey instruments. To analyze the

data, the researchers applied structural

equation modeling (SEM) with partial

least squares (PLS), a multivariate

analysis technique commonly used in

social sciences and various other fields.

This method is chosen for its robustness

in handling complex models with

multiple constructs and its effectiveness

in working with smaller sample sizes

compared to other SEM techniques,

such as covariance-based SEM (Hair et

al., 2011).

3.2 Descriptive statistics for

demographics

The respondents represented a

diverse range of genders, generations,

educational backgrounds, and

employment statuses. This diversity

within the sample ensures a

comprehensive representation of the

population being studied. Among the

483 respondents were nearly evenly

split by gender, with 46.7% identifying

as male and 53.1% as female. The

generational breakdown included 49.3%

Gen Z, 32.3% millennials, and 11.8%

Gen X, while the remaining respondents

were from older generations or born in

2010 and later.

In terms of education level, 49.7%

of respondents were undergraduates,

29% were high school graduates, and

13.3% held diplomas. Employment

status revealed that 46.8% were

unemployed, 40.6% were employed,

and 11.4% owned their own businesses;

the remainder were retirees.

4. RESULT

4.1 Reliability and validity of the

measures

Table 1 presents the reliability and

validity of four variables: destination

love, natural attraction, satisfaction, and

electronic word-of-mouth (e-WOM). The

Cronbach's alpha (α) values indicate

high internal consistency and reliability

for all variables. The rho_A values

suggest a strong correlation among

items measuring the same concept. The

composite reliability (CR) values

demonstrate strong internal

consistency, while the average variance

extracted (AVE) values indicate high

convergent validity for destination love

and natural attraction; satisfaction

shows moderate convergent validity.

Overall, these results suggest that

the variables are reliable and valid

measures of their respective concepts.

Among the constructs, natural attraction

Nuh, Ahmad; Rizan, Mohamad; Sadat, Andi Muhammad. Enlightening Tourism. A Pathmaking Journal, Vol 14,

No 2 (2024), pp. 17-49

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30

has the highest ratings for internal

consistency and reliability, with an α

value of 0.907, a rho_A score of 0.908,

and a CR of 0.942. This suggests that

the elements within this construct are

very consistent and effectively measure

the same underlying notion. Conversely,

satisfaction has the lowest values, with

an α value of 0.866, a rho_A value of

0.869, and a CR of 0.909. The AVE

score for natural attraction is 0.844,

indicating that the items in this construct

share a high degree of common

variance. In contrast, satisfaction has an

AVE score of 0.713, reflecting a modest

level of convergent validity.

In summary, natural attraction

consistently demonstrates the highest

values across all measures, indicating

strong internal consistency reliability,

latent construct reliability, and

convergent validity, while satisfaction

regularly shows the lowest scores.

(α)

rho_

A

CR

(AV

E)

Destinati

on love

0.90

4

0.90

5

0.94

0

0.83

9

Natural

attraction

0.90

7

0.90

8

0.94

2

0.84

4

Satisfacti

on

0.86

6

0.86

9

0.90

9

0.71

3

e-WOM

0.86

7

0.86

7

0.91

8

0.79

0

Table 1 Construct Reliability and

Validity

Discriminant validity measures

how distinct the constructs being

assessed are from each other (Rönkkö

& Cho, 2022). The results from the

discriminant validity analysis show that

all diagonal values are greater than the

correlation coefficients between each

pair of constructs, indicating that these

constructs are distinct from one another

(Chetwynd, 2022). This finding confirms

that the measures used to assess these

constructs are valid and reliable (see

Table 2).

Destin

ation

love

Natur

al

attra

ction

Satisf

action

e-

W

O

M

Destin

ation

love

0.916

Natura

l

attract

ion

0.847

0.918

Satisf

action

0.724

0.727

0.845

Nuh, Ahmad; Rizan, Mohamad; Sadat, Andi Muhammad. Enlightening Tourism. A Pathmaking Journal, Vol 14,

No 2 (2024), pp. 17-49

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31

Destin

ation

love

Natur

al

attra

ction

Satisf

action

e-

W

O

M

e-

WOM

0.792

0.834

0.786

0.8

89

Table 2 Discriminant Validity

Table 3 presents the outer

loadings for the four variables:

destination love, natural attraction,

satisfaction, and e-WOM. The outer

loading measures the strength of the

relationship between the items and their

respective constructs. In this table,

indicators for each variable are listed

along with their corresponding outer

loadings; all indicators exceed a loading

of 0.8, indicating a strong relationship

between the items and their respective

constructs. This suggests that the items

effectively capture and measure the

underlying concepts they are intended

to represent, thereby supporting the

validity of the constructs for destination

love, natural attraction, satisfaction, and

e-WOM. The results indicate that all

constructs demonstrate strong reliability

and validity in measuring their

respective concepts within this study's

context.

Variable

s

Indicator

s

Outer

loadin

gs

Resul

ts

Destinat

ion love

This is a

wonderful

camping

ground

(LUV1)

0.922

Valid

This

camping

ground

makes me

feel good

(LUV2)

0.931

Valid

I love this

camping

ground

(LUV3)

0.894

Valid

Natural

attractio

n

The

beauty of

the

camping

ground

panorama

is very

attractive

(NAT1)

0.911

Valid

The

temperatu

re of the

camping

ground is

0.923

Valid

Nuh, Ahmad; Rizan, Mohamad; Sadat, Andi Muhammad. Enlightening Tourism. A Pathmaking Journal, Vol 14,

No 2 (2024), pp. 17-49

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32

Variable

s

Indicator

s

Outer

loadin

gs

Resul

ts

convenien

t for

sightseein

g (NAT2)

The forest

on the

camping

ground is

still

natural

(NAT3)

0.921

Valid

Satisfac

tion

The

quality

standard

of the

camping

ground is

excellent

(SAT1)

0.829

Valid

The

facilities

on this

camping

ground

are varied

(SAT4)

0.873

Valid

The

availability

of

0.855

Valid

Variable

s

Indicator

s

Outer

loadin

gs

Resul

ts

camping

ground

informatio

n is easy

to obtain

(SAT3)

Overall,

the

cleanlines

s of the

camping

grounds is

satisfactor

y (SAT4)

0.821

Valid

e-WOM

I spoke of

this

camping

ground

much

more

frequently

than about

any other

destinatio

n (e-

WOM1)

0.881

Valid

I

recomme

nded this

0.898

Valid

Nuh, Ahmad; Rizan, Mohamad; Sadat, Andi Muhammad. Enlightening Tourism. A Pathmaking Journal, Vol 14,

No 2 (2024), pp. 17-49

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33

Variable

s

Indicator

s

Outer

loadin

gs

Resul

ts

camping

ground (e-

WOM2)

I discuss

the variety

of

experienc

es offered

(e-WOM3)

0.886

Valid

Table 3 Outer Loadings

4.2 Results of the hypothesis

testing

Table 4 displays the path

coefficients for the eight hypotheses (H1

to H8), which are standardized

regression coefficients indicating the

strength and direction of relationships

between two variables (Mitchell, 2020).

The table includes path coefficients,

standard deviations, t-statistics, and p-

values. These coefficients reflect the

strength and direction of relationships

between independent and dependent

variables, while standard deviations

measure variability, t-statistics assess

significance, and p-values indicate the

likelihood of obtaining observed results

by chance.

The results suggest significant

relationships between independent and

dependent variables for all eight

hypotheses, except for H7. Specifically,

the study found a strong positive effect

of natural attraction on destination love

(path coefficient = 0.576, p < 0.001),

which aligns with previous research

emphasizing the importance of natural

beauty in fostering emotional

connections to destinations, as noted in

studies by Aro et al (2018), and

Mohammad Shafiee et al. (2021).

Additionally, there is a significant

positive relationship between natural

attraction and satisfaction (path

coefficient = 0.237, p = 0.002) supports

findings from Biswas et al.(2021) and

Jiang et al. (2018)

The study also identified a positive

path coefficient for the relationship

between natural attraction and e-WOM

(0.158, p = 0.008). This finding is

consistent with research by Carvalho et

al. (2021), Dionisio and Nisi (2021),

Kankhuni and Ngwira (2022) which

indicated that satisfied tourists are more

likely to engage in positive e-WOM

about their experiences. Furthermore,

there is a positive effect of satisfaction

on destination love (path coefficient =

Nuh, Ahmad; Rizan, Mohamad; Sadat, Andi Muhammad. Enlightening Tourism. A Pathmaking Journal, Vol 14,

No 2 (2024), pp. 17-49

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34

0.187, p = 0.026) aligning with earlier

studies by Aro et al. (2018).

The strong positive relationship

between e-WOM and destination love

was also confirmed (path coefficient =

0.588, p < 0.001), corroborating findings

from Bilal et al. (2022) and Pillay,

(2021), highlighting the role of positive

word-of-mouth in enhancing brand

loyalty and emotional connections with

destinations.

Moreover, the significant impact of

e-WOM on satisfaction (path coefficient

= 0.576, p < 0.001) supporting research

by Nilashi et al. (2022), which found that

positive e-WOM can enhance tourist

satisfaction through shared

experiences. However, the mediation

effect of e-WOM on satisfaction leading

to destination love (H8) was modest

(path coefficient = 0.093, p = 0.010),

indicating that while e-WOM influences

both variables, direct relationships may

have a more substantial impact than

mediated pathways Overall, these

findings reflect and build upon existing

literature, emphasizing the complex

interplay between satisfaction, e-WOM,

and destination love in tourism contexts.

(O

)

(M

)

(ST

DEV

)

T

Stati

stics

P

Val

ues

H

1

Natur

al

attrac

tion

→

destin

ation

love

0.5

76

0.5

78

0.06

7

8.62

0

0.0

00

H

2

Natur

al

attrac

tion

→

satisf

action

0.2

37

0.2

27

0.07

6

3.13

4

0.0

02

H

3

Natur

al

attrac

tion

→ e-

WOM

0.1

58

0.1

53

0.05

9

2.66

9

0.0

08

H

4

Satisf

action

→

destin

ation

love

0.1

87

0.1

89

0.08

4

2.24

0

0.0

26

Nuh, Ahmad; Rizan, Mohamad; Sadat, Andi Muhammad. Enlightening Tourism. A Pathmaking Journal, Vol 14,

No 2 (2024), pp. 17-49

https://doi.org/10.33776/et.v14i2.8375

35

(O

)

(M

)

(ST

DEV

)

T

Stati

stics

P

Val

ues

H

5

e-

WOM

→

destin

ation

love

0.5

88

0.5

94

0.06

7

8.74

5

0.0

00

H

6

e-

WOM

→

satisf

action

0.5

76

0.5

78

0.06

7

8.62

0

0.0

00

H

7

Natur

al

attrac

tion

→

satisf

action

→

destin

ation

love

0.0

37

0.0

36

0.02

0

1.89

9

0.0

58

H

8

e-

WOM

→

satisf

action

→

destin

0.0

93

0.0

90

0.03

6

2.58

3

0.0

10

(O

)

(M

)

(ST

DEV

)

T

Stati

stics

P

Val

ues

ation

love

Table 4 Path Coefficients

4.3 Multi group analysis

The multi-group analysis results,

as shown in Table 5, provide insights

into the relationships between the

hypotheses across three groups: the

overall sample, male respondents, and

female respondents (Henseler et al.,

2016). The results indicate that there are

no significant differences between male

and female respondents for most

hypotheses, which aligns with several

studies (Ceylan et al., 2021; Quynh et

al., 2021; Su et al., 2022). However, two

notable exceptions were found.

In H2 (Natural Attraction →

Satisfaction), the p-values were 0.001

for males and 0.610 for females. This

relationship is significant for both the

overall sample and male respondents

but not for female respondents. This

suggests that while natural attractions

significantly enhance satisfaction for

males, females may not experience the

same level of impact, potentially due to

safety factors. This finding aligns with

the research by Su et al. (2022).

Nuh, Ahmad; Rizan, Mohamad; Sadat, Andi Muhammad. Enlightening Tourism. A Pathmaking Journal, Vol 14,

No 2 (2024), pp. 17-49

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36

Meanwhile, in H4 (Satisfaction →

Destination Love), the p-values were

0.320 for males and 0.010 for females.

This hypothesis is significant for females

but not for males, indicating that female

respondents place greater importance

on satisfaction when forming emotional

attachments to destinations. This finding

supports earlier studies by Tosun et al.

(2024). These results highlight

important gender-related differences in

how natural attraction and satisfaction

influence emotional connections to

destinations.

Hypoth

esis

Outer

Loading

P Value

All

M

al

e

Fe

ma

le

All

M

al

e

Fe

ma

le

H

1

Natur

al

attra

ction

→

desti

natio

n

love

0.

00

0

0.

00

0

0.0

00

0.

00

0

0.

00

0

0.0

00

H

2

Natur

al

attra

0.

00

0

0.

00

0

0.0

00

0.

00

2

0.

00

1

0.6

10

Hypoth

esis

Outer

Loading

P Value

All

M

al

e

Fe

ma

le

All

M

al

e

Fe

ma

le

ction

→

satisf

actio

n

H

3

Natur

al

attra

ction

→ e-

WO

M

0.

00

0

0.

00

0

0.0

00

0.

00

8

0.

20

1

0.1

78

H

4

Satis

factio

n →

desti

natio

n

love

0.

00

0

0.

00

0

0.0

00

0.

02

6

0.

32

0

0.0

10

H

5

e-

WO

M →

desti

natio

n

love

0.

00

0

0.

00

0

0.0

00

0.

00

0

0.

00

0

0.0

00

Nuh, Ahmad; Rizan, Mohamad; Sadat, Andi Muhammad. Enlightening Tourism. A Pathmaking Journal, Vol 14,

No 2 (2024), pp. 17-49

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37

Hypoth

esis

Outer

Loading

P Value

All

M

al

e

Fe

ma

le

All

M

al

e

Fe

ma

le

H

6

e-

WO

M →

satisf

actio

n

0.

00

0

0.

00

0

0.0

00

0.

00

0

0.

00

0

0.0

00

H

7

Natur

al

attra

ction

→

satisf

actio

n →

desti

natio

n

love

0.

00

0

0.

00

0

0.0

00

0.

05

8

0.

31

2

0.7

02

H

8

e-

WO

M →

satisf

actio

n →

desti

natio

0.

00

0

0.

00

0

0.0

00

0.

01

0

0.

17

5

0.1

85

Hypoth

esis

Outer

Loading

P Value

All

M

al

e

Fe

ma

le

All

M

al

e

Fe

ma

le

n

love

Table 5 Multi group analysis

5. DISCUSSION AND CONCLUSIONS

Natural tourism is a vital

component of the tourism industry, and

understanding the factors that influence

tourists' destination love is crucial for

tourism marketers. This study aimed to

investigate the effects of natural

attraction, electronic word-of-mouth (e-

WOM), and satisfaction on destination

love from the perspective of lovemarks

theory. Using a sample of tourists, we

tested eight hypotheses through

statistical analysis. The results indicated

that all four variables—destination love,

natural attraction, satisfaction, and e-

WOM—exhibited high internal

consistency and convergent validity.

The findings revealed that natural

attraction has a strong positive effect on

destination love, supporting hypothesis

H1. Additionally, natural attraction

significantly impacts both satisfaction

and e-WOM, thereby supporting

hypotheses H2 and H3, respectively.

Nuh, Ahmad; Rizan, Mohamad; Sadat, Andi Muhammad. Enlightening Tourism. A Pathmaking Journal, Vol 14,

No 2 (2024), pp. 17-49

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38

Satisfaction was found to have a weak

positive effect on destination love, which

supports hypothesis H4. Furthermore,

e-WOM demonstrated a strong positive

effect on both destination love and

satisfaction, supporting hypotheses H5

and H6.

The multi-group analysis indicated

no significant differences between male

and female respondents regarding their

views on the eight hypotheses, as all p-

values exceeded the threshold of 0.05.

However, while most hypotheses

showed significant relationships across

all groups, variations in p-values

between males and females were

observed for certain hypotheses.

Specifically, the relationships between

natural attraction and satisfaction, as

well as between satisfaction and

destination love, exhibited differing

levels of significance based on gender.

In this study, the hypotheses that were

rejected included those with p-values

exceeding the conventional threshold of

0.05, indicating a lack of statistical

significance. Specifically, hypothesis

H7, which posited a mediating effect of

satisfaction between natural attraction

and destination love, was not supported

across all groups, with p-values of

0.058, 0.312, and 0.702 for the overall

sample, male respondents, and female

respondents, respectively. Additionally,

hypothesis H3, which examined the

relationship between natural attraction

and e-WOM, was not significant for both

male and female respondents, with p-

values of 0.178 and 0.201.

From the perspective of lovemarks

theory, our findings enhance the

understanding of factors influencing

destination love in natural tourism

contexts. The inherent beauty and allure

of camping sites were found to

significantly affect destination love. This

suggests that when individuals perceive

a camping ground as visually appealing

and captivating, they are more likely to

develop a strong emotional connection

to it.

e-WOM emerged as another

significant predictor of destination love.

Positive word-of-mouth communication

among campers regarding their

experiences can foster trust, credibility,

and desirability for the destination.

Consequently, this enhances the

emotional bond and attachment to the

location. Additionally, satisfaction was

identified as a key driver of destination

love; when campers have positive

experiences that meet their

expectations during their stay at the

Nuh, Ahmad; Rizan, Mohamad; Sadat, Andi Muhammad. Enlightening Tourism. A Pathmaking Journal, Vol 14,

No 2 (2024), pp. 17-49

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39

camping ground, they are more likely to

develop a deep affection for the

destination.

However, it is important to note

that the convergent validity of

satisfaction was slightly lower compared

to other variables. This suggests that

while satisfaction plays an important

role in predicting destination love,

additional factors may influence

emotional attachment beyond just

satisfaction levels alone.

In conclusion, this study explored

the influence of natural attractions and

electronic word-of-mouth (e-WOM) on

destination love within the campervan

tourism industry in Indonesia. The

primary objectives were to assess how

these factors contribute to tourists'

emotional attachment and loyalty to

destinations.

The findings revealed that both

natural attractions and e-WOM

significantly impact destination love,

underscoring their importance beyond

traditional satisfaction metrics. This

research enriches the existing literature

by applying lovemark theory to the

camping industry and providing a

deeper understanding of the elements

that influence destination love.

Implications for the theory

The findings from this study have

several implications for lovemarks

theory as applied to natural tourism

destinations. This theory can be utilized

to understand tourists' attachment and

loyalty to specific destination brands.

Our study indicates that tourists' love for

destination brands leads to favorable

behaviors such as switching resistance,

loyalty, forgiveness, and intentions to

revisit (Swanson, 2017). Lovemarks

theory explains why consumers remain

attached and loyal to specific brands

beyond rational considerations (N. Chen

et al., 2020), as well as its relevance to

green consumption (Javed et al., 2024),

digitalization (Cho et al., 2024), and

other contexts.

Additionally, lovemarks theory can

enhance tourists' satisfaction with a

destination's image by fostering strong

emotional attachments that lead to

loyalty and a willingness to pay premium

prices (Rahman et al., 2021). The

implications for theory from this study

are significant, particularly in extending

the application of lovemarks theory

within the context of the camping

industry. By demonstrating the influence

of natural attractions and electronic

word-of-mouth (e-WOM) on destination

love, the study broadens the

Nuh, Ahmad; Rizan, Mohamad; Sadat, Andi Muhammad. Enlightening Tourism. A Pathmaking Journal, Vol 14,

No 2 (2024), pp. 17-49

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40

understanding of factors contributing to

emotional attachment beyond traditional

satisfaction metrics.

These findings highlight the

importance of considering a wider array

of elements, such as the inherent beauty

of natural attractions and the impact of

e-WOM, in shaping tourists' emotional

connections to destinations.

Consequently, this study provides a

valuable contribution to the theoretical

framework by integrating these

additional dimensions, thereby

enhancing the predictive power and

applicability of lovemarks theory in

tourism research.

However, the application of

lovemarks theory in expanding the

destination loyalty model or brand love

in tourism faces several challenges.

One significant challenge is the need to

integrate emotional connections with

practical aspects of tourism, such as

service quality and destination

attributes, which can complicate the

measurement of destination love and

loyalty. This underscores the necessity

for a more comprehensive framework

that incorporates various factors

influencing destination love, including

sustainability considerations.

Addressing these challenges will require

further exploration into how emotional

attachments can coexist with practical

elements in tourism settings, ultimately

enriching our understanding of brand

love and loyalty in this dynamic field.

Implications for practice

Tourism marketers should

prioritize developing and maintaining

positive images of their destinations to

attract tourists effectively. This can be

achieved by emphasizing the natural

attractions of the area and promoting

positive e-WOM from satisfied visitors.

Marketers should create effective

strategies focusing on natural attraction,

e-WOM, and satisfaction to enhance

tourists' love for their destinations.

Additionally, targeting the right

potential visitors can help increase

traffic to these destinations. Operators

should leverage visitor analytics and

adapt marketing strategies according to

current trends in tourism marketing to

strengthen their competitive edge. By

gaining insights into past visitors'

experiences while enhancing efforts to

attract new visitors, marketers can refine

their strategies effectively.

Camping ground operators should

maintain and showcase the site's

natural beauty through regular upkeep,

landscaping efforts, and nature-based

Nuh, Ahmad; Rizan, Mohamad; Sadat, Andi Muhammad. Enlightening Tourism. A Pathmaking Journal, Vol 14,

No 2 (2024), pp. 17-49

https://doi.org/10.33776/et.v14i2.8375

41

activities that attract campers while

fostering destination love. Creating

memorable experiences through unique

activities, amenities, and services—

such as guided nature walks or themed

events—can further enhance campers'

experiences and generate positive

word-of-mouth.

Limitation and future

recommendations

This study utilized a sample of

tourists that may not fully represent the

entire population visiting these

destinations. Future research should

aim for larger and more diverse

samples to enhance the generalizability

of results. Additionally, the study's focus

on the campervan tourism industry in

Indonesia may limit the applicability of

the results to other types of tourism or

geographical contexts. Future studies

could explore similar constructs in

different tourism sectors or regions to

assess the generalizability of the

findings. Furthermore, future research

should investigate other factors

influencing emotional attachment—

such as culture, history, and

infrastructure. By addressing these

limitations and expanding upon the

current findings, future studies can

contribute even more significantly to

understanding emotional attachment in

tourism contexts.

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