Online Advertising, Brand Image, and Engagement: Cultivating Tourist Loyalty through Perceived Value
Keywords:
short-video advertising, brand image, customer engagement, perceived value, tourist loyalty, hotelsAbstract
This study examines how short-video online advertising, brand image, and customer engagement shape perceived value and, in turn, tourist loyalty in the hotel sector. Grounded in the Stimulus–Organism–Response perspective, advertising quality and brand image are conceptualised as stimuli, engagement and perceived value as organism states, and loyalty as the response. A cross-sectional survey was administered to hotel consumers in Jakarta and West Java who had viewed hotel advertisements on TikTok, Instagram Reels, or YouTube Shorts within the previous three months (N = 390). All constructs were measured reflectively and analysed using partial least squares structural equation modelling with bootstrapping. The results show that brand image is the strongest antecedent of perceived value, with online advertising also contributing positively; customer engagement does not significantly predict value. Perceived value does not directly influence loyalty. By contrast, customer engagement is the dominant predictor of tourist loyalty, while advertising quality and brand image exert additional, statistically significant direct effects on tourist loyalty. The model explains a substantial portion of the variance in perceived value and loyalty, exhibiting strong predictive relevance. These findings refine theory by indicating that under rapid, feed-based exposure, loyalty arises primarily through immediate engagement pathways rather than value appraisals. Hotels should prioritise credible, informative, relevant, and entertaining content that elicits behavioural engagement, alongside consistent brand signals that project reliability and modernity.
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