DOI: https://doi.org/10.14710/agrisocionomics.v9i2.24808

The Role Of Agrarian Cultural Values In Building Destination Brand Equity In Jatiluwih Rice Terraces

*Anak Agung Sagung Devi Suamba Pradnyandari  -  Magister Agribusiness, Faculty of Agriculture, Udayana University, Jl. P.B. Sudirman, Denpasar, Bali, Indonesia, 80234, Indonesia
Dwi Putra Darmawan orcid scopus  -  Faculty of Agriculture, Udayana University, Jl. P.B. Sudirman, Denpasar, Bali, Indonesia, 80234, Indonesia
Gede Mekse Korri Arisena orcid scopus  -  Faculty of Agriculture, Udayana University, Jl. P.B. Sudirman, Denpasar, Bali, Indonesia, 80234, Indonesia
Open Access Copyright 2025 Agrisocionomics: Jurnal Sosial Ekonomi Pertanian under http://creativecommons.org/licenses/by-sa/4.0.

Citation Format:
Abstract
This research aims to inspect the role of agrarian cultural values in mediating the influence of destination brand awareness, association, image, quality, and satisfaction on destination brand equity and expand the Jatiluwih Rice Terraces branding by including cultural aspects by considering visitors' points of view regarding destination brand awareness, association, image, quality and satisfaction. This research was using Latent Variable Analysis (Lavaan) to analyze data. The number of samples in this study was determined to be 68 respondents. The data collection technique through interviews with questionnaire tools starts from measuring variables which are carried out by creating indicators to prevent deviations from the main problem. This paper provides empirical insight into how agrarian cultural values are influenced as a mediating variable. This shows that agrarian cultural values are not the reason why visitors visit Jatiluwih Rice Terraces. However, it can be seen that the more satisfied visitors are, the greater their curiosity about the agricultural and cultural values. The study's findings might not broadly apply because of the selected research methodology. As a result, researchers are encouraged to test the suggested theories further. This article contains implications for developing agrarian cultural values, namely by collaborating with the tour guide, and providing provision or training so that the tour guide is able to explain the cultural values of the Jatiluwih Rice Terraces. Apart from that, the management of Jatiluwih Rice Terraces can add in-depth cultural information on the website and flayer which will be given to visitors at the entrance.

Note: This article has supplementary file(s).

Fulltext View|Download |  Research Results
Attachment
Subject
Type Research Results
  Download (11MB)    Indexing metadata
Keywords: Agrarian cultural values; Agrotourism; Destination brand; Lavaan; World cultural heritage

Article Metrics:

Article Info
Section: Articles
Language : EN
Recent articles
BANGGAI YAM DEVELOPMENT STRATEGY BASED INTERPRETATIVE STRUCTURAL MODELLING FOR FOOD SECURITY IN BANGGAI ISLANDS Sustainability Of Sweet Potato Farming In Kuningan Regency Level Of Financial Literacy And Its Influencing Factors Among Dairy Farmers In Pangalengan District Bandung More recent articles
  1. Álvarez, R. H., Fierro, J. J. C., & Blasco, M. F. (2020). The interplay between social media communication, brand equity and brand engagement in tourist destinations: An analysis in an emerging economy. Journal of Destination Marketing and Management, 16(January), 100413. https://doi.org/10.1016/j.jdmm.2020.100413
  2. Ayun, Q., Kurniawan, S., & Saputro, W. A. (2020). Perkembangan Konversi Lahan Pertanian Di Bagian Negara Agraris. Vigor: Jurnal Ilmu Pertanian Tropika Dan Subtropika, 5(2), 38–44. https://doi.org/10.31002/vigor.v5i2.3040
  3. Bahri, S., & Zamzam, F. (2015). Model Penelitian Kuantitatif Berbasis SEM-AMOS. Deepublish
  4. Bentler, P. M., & Bonett, D. G. (1980). Significance tests and goodness of fit in the analysis of covariance structures. Psychological Bulletin, 88, 588–606. https://doi.org/https://doi.org/10.1037/0033-2909.88.3.588
  5. Browne, M. W., & Cudeck, R. (1992). Alternative Ways of Assessing Model Fit. Sage Journals, 21(2). https://doi.org/https://doi.org/10.1177/004912419202100200
  6. Cahyaningrum, D. (2019). Pelindungan Hukum Terhadap Lahan Pertanian Pangan dari Pengalihan Fungsi untuk Non Pertanian Pangan. Jurnal Negara Hukum, 10(1), 27–48
  7. Chen, C. F., & Chen, F. S. (2010). Experience quality, perceived value, satisfaction and behavioral intentions for heritage tourists. Tourism Management, 31(1), 29–35. https://doi.org/10.1016/j.tourman.2009.02.008
  8. Chi, H. K., Huang, K. C., & Nguyen, H. M. (2020). Elements of destination brand equity and destination familiarity regarding travel intention. Journal of Retailing and Consumer Services, 52(February 2019), 101728. https://doi.org/10.1016/j.jretconser.2018.12.012
  9. Dedeoğlu, B. B., Van Niekerk, M., Weinland, J., & Celuch, K. (2019). Re-conceptualizing customer-based destination brand equity. Journal of Destination Marketing and Management, 11(December 2017), 211–230. https://doi.org/10.1016/j.jdmm.2018.04.003
  10. Dedy, A. (2020). Pengaruh Green Perceived Value Dan Green Brand Image Melalui Green Satisfaction Dan Green Trust Terhadap Green Brand Equity Pada Pariwisata Kreatif Di Jawa Barat. Komitmen: Jurnal Ilmiah Manajemen, 1(1), 1–14. https://doi.org/10.15575/jim.v1i1.8284
  11. Fisher, R. A. (1925). Statistical methods for research workers (3rd ed.). Oliver and Boyd
  12. Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research This, 18(1), 39–50
  13. Gana, K., & Broc, G. (2019). Structural Equation Modeling with Lavaan. ISTE Ltd
  14. Ghozali, I. (2016). Aplikasi Analisis Multivariete Dengan Program IBM SPSS 23 (8th ed.). Badan Penerbit Universitas Diponegoro
  15. Gómez, M., Lopez, C., & Molina, A. (2015). A model of tourism destination brand equity: The case of wine tourism destinations in Spain. Tourism Management, 51, 210–222. https://doi.org/10.1016/j.tourman.2015.05.019
  16. Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate Data Analysis (Seventh Ed). Pearson Education Limited
  17. Hu, L., & Bentler, P. (1998). Fit indices in covariance structure modeling: Sensitivity to underparameterized model misspecification. Psychological Methods, 3(4), 424–453. https://doi.org/https://doi.org/10.1037/1082-989X.3.4.424
  18. Keller, K. L. (2003). Understanding brands, branding and brand equity. Interactive Marketing, 5(1), 7–20. https://doi.org/10.1057/palgrave.im.4340213
  19. Lam, L. W. (2012). Impact of competitiveness on salespeople’s commitment and performance. Journal of Business Research, 65(9), 1328–1334. https://doi.org/https://doi.org/10.1016/j.jbusres.2011.10.026
  20. Larasati, K. (2023). Faktor-Faktor yang Memengaruhi Destination Brand Equity Ciletuh-Pelabuhanratu Unesco Global Geopark (CPUGGp)
  21. Qu, H., Kim, L. H., & Im, H. H. (2011). A model of destination branding: Integrating the concepts of the branding and destination image. Tourism Management, 32(3), 465–476. https://doi.org/10.1016/j.tourman.2010.03.014
  22. Rosseel, Y. (2012). lavaan : An R Package for Structural Equation. Journal of Statistical Software, 48(2)
  23. Utama, G. R. A. N., Wijaya, K. A. S., & Winaya, I. K. (2023). Collaborative Governance dalam Pengelolaan Ekowisata Subak di Desa Wisata Jatiluwih, Kecamatan Penebel, Kabupaten Tabanan. Ethics and Law Journal: Business and Notary (ELJBN), 1(2), 124–128
  24. Virutamasen, P., Wongpreedee, K., & Kumnungwut, W. (2015). Strengthen Brand Association through SE: Institutional Theory Revisited. Procedia - Social and Behavioral Sciences, 195, 192–196. https://doi.org/10.1016/j.sbspro.2015.06.348
  25. Zhang, S. N., Li, Y. Q., Liu, C. H., & Ruan, W. Q. (2021). Does live performance play a critical role in building destination brand equity — A mixed-method study of “Impression Dahongpao.” Journal of Retailing and Consumer Services, 59(December 2020), 102392. https://doi.org/10.1016/j.jretconser.2020.102392

Last update:

No citation recorded.

Last update:

No citation recorded.