Examination of consumer engagement for loyalty in sustainable destination image

Abstract Deep relationships with consumers are not limited to products. In tourism, deep relationships can be built based on valuable and meaningful travel experiences in sustainable tourism destinations. The aim of the study is an examination of tourist engagement for loyalty in the sustainable destination image. This research was designed through a causal study. ASurvey for data collection was conducted employing questionnaires specifically designed for local tourists visiting tourist villages in Bali and Yogyakarta. A sample of 282 local tourists was determined incidentally according to established criteria. Data analysis used statistical inference analysis, namely Structural Equation Modeling (SEM) maximum likelihood method. The research findings indicate that the alignment of values demonstrated in the image of sustainable tourist villages encourages tourists to engage in and support sustainability. The congruence of normative values and beliefs portrayed by the brand image as a tourist village fosters intentions to revisit and recommend it to others. Tourists’ behaviors further contribute to sustainability based on normative considerations of tourist village sustainability. The theoretical implication is the congruence of values as a concept that cannot be separated from consumer engagement and sustainable tourism destinations. Values developed based on tourists’ self-congruence with sustainability form the basis of relationships with tourists. These values become the primary preferences for engagement and loyalty to sustainability. By understanding self-congruence theory, managers can design strategies that consider the values and attributes the target market identifies in sustainable tourism destinations. Creating value congruence between the destination and the tourist’s self-image can encourage emotional engagement and tourist preference for sustainable destinations.


Introduction
The study of the sustainability of tourist villages must be grounded in the significant role of tourists (Li et al., 2020;Qiu et al., 2022;Rao et al., 2022;Sirgy & Su, 2000).Despite acknowledging their positive impacts on the economy and society, there are adverse effects of tourists on culture and the environment (Alamineh et al., 2023;Budeanu, 2007;Haibo et al., 2020;Juvan & Dolnicar, 2016;Lansing & De Vries, 2007).Tourist density is a typical tourism issue affecting sustainability (Pakan & Purwandani, 2022).Specifically, Blackie et al. (2023) highlight that local tourists play a determining role in the sustainability of tourist destinations.
However, there are opportunities to optimize the role of tourists in achieving sustainability in tourist destinations.Baloch et al. (2023) emphasize the necessity of regulating responsible tourist behavior for sustainability.Empirical studies are required to comprehend tourist behavior and its overall impact on the success of green tourism initiatives (Ibnou-Laaroussi et al., 2020).The optimization of tourists' roles in realizing specific behaviors in a more context-specific context is necessary to support sustainability in tourist destinations such as Indonesia.
Indonesia is renowned for its tourist destination sites, such as Pemuteran Village (Bali) and Penglipuran Village (Bali), which have gained global recognition.In these villages, community involvement is exceptionally high in supporting sustainability.There are other tourist destinations like Nglanggeran Tourism Village and Pentingsari Village in Yogyakarta.These tourism villages have encouraged community engagement to achieve sustainability (Dolezal & Novelli, 2022;Sutawa, 2012;Trialfhianty & Suadi, 2017;Utami et al., 2023).However, on the other hand, the high level of involvement of the local community in promoting sustainability reduces the role of tourists in direct engagement towards sustainability, rendering tourists more passive.Tourist involvement is vital for sustainability.Nonetheless, Rasoolimanesh et al. (2020) argue that tourists are often considered the last party to be engaged in sustainability efforts.Involvement becomes a future agenda due to its consequences on sustainability (Chen et al., 2020;Hao, 2020;Paul & Roy, 2023).
Consumer engagement (CE) is a term that has gained increasing attention in the field of marketing in recent years, but the concept is not familiar in hospitality and tourism yet (Chen et al., 2021).The concept of customer engagement has been around for some time, and marketers have long recognized the importance of building solid customer relationships.Kotler and Armstrong (2013) conveyed that new marketing engages customers directly and continuously.A systematic critical review is necessary to gather and synthesize existing knowledge about how consumer engagement is applied in the hospitality and tourism industry (Chen et al., 2021).
Tourist engagement is developed based on the concept of consumer engagement.We utilize the terminology "consumer engagement" as opposed to "tourist engagement" based on the paradigm established for our research, which aligns with the service-dominant logic (Chathoth et al., 2016;Hao, 2020;Rather et al., 2019).The tourism and hospitality industry have extensively implemented customer engagement strategies to handle customer-brand relationships; it is crucial to deepen our comprehension of this concept (So et al., 2016).
In essence, both tourist engagement and consumer engagement revolve around creating meaningful, emotional, and positive interactions that lead to favorable outcomes and long-term relationships.Customer engagement is an independent concept with a relatively short history but a reasonably well-developed concept in the marketing literature (Barari et al., 2021).CE is attachment, commitment, devotion, and emotional connection (Taheri et al., 2014).CE motivates, empowers, and measures customer contribution to the marketing function (Harmeling et al., 2017).CE is a motivational traveler driven by alliances, the voluntary investment of including cognitive, emotional, behavioral, and social resources in brand interactions (Hollebeek et al., 2019).Customer engagement refers to the extent to which a customer is actively involved with a company or brand and can take many forms, such as interacting with a company or brand through social media, participating in loyalty programs, providing feedback or reviews, or simply showing enthusiasm for a product or service.
According to the congruity theory, consumer engagement (CE) can be viewed as conformity between tourists and producers, which leads to comfort and positive affective reactions in the form of involvement.Khan (2023), the concept asserts engagement as the output of selfconcurrence.CE can also be seen as a communication or interaction between tourists and producers or companies through various channels.
This perspective emphasizes the importance of ongoing communication and interaction in building solid and lasting relationships between tourists and companies (Islam et al., 2020).Zaid and Patwayati (2021) define CE as a key to success in business and part of the relational marketing concept.According to their definition, CE is characterized by the psychological processes, behavioral manifestations, and psychological motivations of citizenship that customers experience.That suggests that CE involves not only customer interactions with companies but also the internal psychological processes and motivations that drive those interactions.
There is evidence to suggest that consumer engagement (CE) can have a positive effect on loyalty.Many studies have found that CE encourages relationships beyond transactions and helps to build solid and long-term relationships (Islam et al., 2020;Jang et al., 2018;Kumar & Nayak, 2018).Ting et al. (2020), Chen et al. (2020), and Gao and Huang (2021) have also shown that there is a direct effect of engagement on loyalty in various contexts, such as online product purchases and omnichannel retailing.
In contrast, Rasool et al. (2021) have argued explicitly that in banking, CE increases loyalty.That suggests that the positive relationship between CE and loyalty may hold in various industries and contexts.Consumer engagement will be formed with the conformity of values with tourists.Meeprom and Fakfare (2021) stated that self-congruence (actual and ideal) positively influences consumer engagement.Self-image congruence helps explain and predict various aspects of consumer engagement behavior.Nurfitriana et al. (2020) argued that brand image influences customer engagement and consumer loyalty.
However, efforts to increase consumer engagement in tourism are still rare, consumer engagement in this study called as tourist engagement.
Essential aspects of customer engagement should be given more attention (So et al., 2020).Engagement is an essential notion for developing and enhancing relationships with customers but it must be more discussions (Ting et al., 2020).Hapsari et al. (2020) although the position of engagement is significant for loyalty, it needs further proof in a structured manner.In addition, the definition of engagement is debatable, partly due to the different perspectives of the literature Rather et al. (2018), a multidimensional construction (Fang et al., 2020).There needs to be more clarity regarding the function of engagement in predicting tourist loyalty.Azis et al. (2020) stated that destination loyalty is more difficult to achieve than customer loyalty in general.It is essential to investigate the role of customer engagement in predicting tourist loyalty and examine the relationship between customer engagement and its influencing factors, such as brand image, in the tourism industry context.
Several gaps have been identified in previous studies: 1) the concept of tourist engagement in tourism literature needs to be adequately addressed.However, engagement can be utilized as a strategy to achieve tourist loyalty, which ultimately leads to sustainable tourist village development; 2) The mechanism to explain the significance of engagement as a predictor for loyalty in the context of sustainable tourist destinations still requires empirical evidence; and 3) knowledge regarding the factors influencing engagement remains unclear especially hospitality and tourism study.
The research contributions are as follows: 1) enriching the literature on the significance of tourist engagement in the context of sustainable tourist villages; 2) highlighting the importance of forming engagement based on concurrence between the values represented by the image of tourist villages and the tourists to achieve loyalty that leads to the sustainability of tourist destinations from self-congruence perspective (Chen et al., 2021;Cifci, 2022;Khan, 2023).The research findings can serve as a framework for promoting sustainability in tourist destinations based on engagement formed by aligning values between tourists and the tourist villages.By focusing on customer engagement, tourism destinations can foster a sense of connection and loyalty among their visitors, which can, in turn, help to promote sustainable tourism practices.From the perspective of self-congruence theory, an understanding of customer attitudes and behaviour based on value attributes is obtained in forming human relationships with places (Boksberger et al., 2011;Šegota et al., 2022;Usakli & Baloglu, 2011;Xu (Rinka) & Pratt, 2018;Zhou et al., 2020).The idealised self-image derives from values that demonstrate an ethical responsibility to sustainability (Rao et al., 2022).The purpose of the study is examination of consumer engagement for loyalty in sustainable destination image.

Tourism destination image influence on consumer engagement
Tourist engagement can be influenced by various factors, such brand image of the destination and the overall customer experience.The image portrayed through social media about tourist destinations enhances tourist engagement (Abbasi et al., 2023).Self-congruence (actual and ideal) with brand image positively influences CE (Meeprom & Fakfare, 2021).Self-image congruency, or the degree to which a person's self-image aligns with the image of a particular tourist destination, can impact tourist engagement with that destination (Rao et al., 2022;Šegota et al., 2022).Tourists who perceive a strong match between their self-image and the image of a destination are more likely to be engaged with that destination and to have a positive experience (Saxena & Dhar, 2021).That is because they feel that the destination aligns with their values, beliefs, and interests and therefore resonates with them deeper (Gupta et al., 2018;Wang & Lee, 2020).
On the other hand, tourists who do not perceive a strong match between their self-image and the image of a destination may be less engaged with the destination and may have a less positive experience.That is because they may feel that the destination does not align with their values, beliefs, and interests and therefore does not resonate with them as much (Chen et al., 2020).It is essential for destination marketers to understand the self-image congruency of their target audience and to position their destination in a way that aligns with that audience's values, beliefs, and interests.That can increase tourist engagement with the destination and improve the overall tourist experience (Lee & Xue, 2020;Wang et al., 2016;Zhang et al., 2014).The proposed hypothesis: H1: Tourism destination image influence on consumer engagement.

Tourism destination image influence on loyalty
Image in tourist destinations is developed based on the process of designing tourist destinations with a number of attributes, values, personality, quality of products or services, and experiences of tourists.Image in tourist destinations is developed based on the concept of brand image and destination (Kong et al., 2015;Liang & Lai, 2023;Qu et al., 2011).Loyalty to tourist destinations is a process that begins with loyalty to tourist destinations as brands.Brand image is positively related to customer engagement, and higher brand reputation leads to brand loyalty (Huwae et al., 2020;Prayag & Ryan, 2012;Tasci, 2021;Zhou et al., 2023).Therefore, the destination's focus on enhancing its brand authenticity image can contribute significantly to building long-term relationships with tourists and fostering positive recommendations (Chen et al., 2020).Stylidis et al. (2022) revealed that cognitive image is associated with known and believed values, whereas affective image is related to the feelings and emotions experienced toward the destination.Both image components shape individuals' perceptions of tourist destinations, including loyalty.Experiences play a pivotal role in building the image and fostering loyalty (Wu & Liang, 2021).
In a tourism industry that promotes sustainability, loyalty is not only to the destination as a brand.Loyalty more broadly includes a number of value attributes induced through the process of information assimilation and marketing processes to support sustainability.Previous studies show that destination image influences loyalty which is indicated by the desire to revisit, intention to recommend and positive word of mouth (Najar & Rather, 2023;Zheng et al., 2022;Zhou et al., 2023).Proposed hypothesis: H2: Tourism destination image influence on loyalty.

Consumer engagement influence on the loyalty
Consumer in hospitality and tourism industry is called as a tourist.Tourist engagement is an essential aspect of sustainable tourism because it can play a role in the success of sustainable tourism initiatives.Tourist engagement with a destination and feel a solid connection to it, they may be more likely to support sustainable tourism practices and make environmentally and socially responsible travel choices (Mohaidin et al., 2017;Welsch & Kühling, 2018).It is well established in the literature that engagement is a crucial driver of loyalty.Tourist who are highly engaged with a company or brand tend to be more loyal.They have a deeper emotional connection to the company or brand and are likelier to continue doing business with it (Sharma & Singh, 2021).A positive destination image significantly influences tourist loyalty, leading to repeat visits and positive wordof-mouth recommendations (Chen et al., 2020;Huwae et al., 2020).Ecotourism fosters brand loyalty through psychological engagement (Quoquab et al., 2021).Proposed hypothesis H3: Consumer engagement influence on the loyalty.

Consumer engagement mediates the influence of tourism destination image on loyalty partially
Some evidence suggests that congruence of values plays a role in engagement and loyalty.The image that emerges on the first visit fosters loyalty (Lu et al., 2023).Brand image influences customer engagement and subsequent repurchasing behavior (Huwae et al., 2020).Tourist is more likely to engage with destination images that align with their values and beliefs and may be more likely to show loyalty (Dalimunthe et al., 2019).They tend to emphasize values and beliefs more when making purchasing decisions.It is generally accepted that customer engagement plays a mediating role in the relationship between destination brand image and loyalty.The tourist who are highly engaged with a destination are more likely to develop a strong emotional connection to the destination and to show loyalty to it.Chen et al. (2020) added that the authenticity of the destination brand positively influences tourist loyalty.Tourists as consumer become loyal supporters of the destination and actively engage in helping to enhance sustainability in tourist destinations.The interaction of tourists with tourist destinations creates an image that encourages attachment as involvement which ultimately encourages loyalty (Prayag & Ryan, 2012;Zheng et al., 2022;Zhou et al., 2023).Traveller engagement mediates the effect of destination image on loyalty (Huwae et al., 2020).The model developed in this study is shown in Figure 1.Proposed hypothesis: H4: Consumer engagement mediates the influence of tourism destination image on loyalty partially.

Method
This study's research type is causal hypothesis testing research based on the hypothetic-deductive method (Sekaran & Bougie, 2016).The researchers researched to explore theoretical and empirical solutions to the problem.It provides researchers valuable tools for generating and testing theories in various fields.The unit of analysis in this study is the local tourist.In this study, the respondents were local tourists.
Before collecting data using a questionnaire, the researchers obtained non-formal permission through a social network with the tourism manager.The researcher invited the manager to get a precise picture of the distribution of the questionnaire and not to disturb the comfort of the visiting tourists while requesting to conduct the survey.
After obtaining permission, the researchers conducted an initial survey.The researcher conducted a survey and chose a time to allow tourists to complete a questionnaire.The preliminary survey indicated the willingness of local tourists to fill out the questionnaire during certain hours, particularly in the late afternoon.To avoid any bias resulting from the positive emotions associated with visiting tourist destinations, the authors requested tourists to complete the questionnaire honestly.They assured them that their answers would be confidential solely for research purposes.The researchers guaranteed the anonymity of the tourists' identities.The questionnaires were distributed by the tourism destination managers outside their primary work positions.2 staff members assisted the researchers on leave from the tourism destinations in Pemuteran and Penglipuran Village (Bali).For Nglanggeran and Pentingsari in Yogyakarta, the researchers were supported by three leave-taking management staff members.Researchers chose not to on Saturday and Sunday to collect data.The consideration is the busy schedule of tourism destination managers in providing services, and it is feared that it may disrupt their service delivery.
Researchers limit the research sample, namely: a maximum of twice visits these tourist destinations, traveling at their own expense.Before choosing a sample, researchers first asked questions about availability to fill out the questionnaire samples found in tourist spots as research samples.The total number of questionnaires collected was 260 from four sustainable tourism locations in Indonesia, namely Pemuteran Village (Bali), Penglipuran Village (Bali), Nglanggeran Tourism Village, and Pentingsari Village in Yogyakarta.The respondents' answers were collected using a Semantic Differential Scale ranging from 1 to 5, where 1 represented "very low," 2 represented "low," 3 represented "fair," 4 represented "good enough," and 5 represented "excellent."Similarly, for other questions, the scale ranged from 1 to 5, where 1 represented "never," 2 represented "once," 3 represented "rarely," 4 represented "often," and 5 represented "always."All statements were designed with answers using a semantic differential scale so that local tourists could answer the questionnaire in a relatively simple and easy-to-understand way.

Data collection process
Data collection was conducted for three weeks, excluding Saturdays and Sundays.The researchers involved destination management staff and research assistants in gathering data at each tourist destination.After collecting the data, the researcher checks whether the resulting data is filled in completely.The data distributed was 400, and 322 were filled in.Of these, 282 results were obtained without extreme values.To select a filled questionnaire, the researcher did it manually, while the selection of outlier-free data used SPSS 23.After that, the researchers took 259 according to the number of samples determined based on Hair et al. (2014) simply randomly.The number of samples is 7× indicators (37).The collected data consisted of complete responses from the participants, free from outliers and extreme values caused by questionnaire response excitement bias.

Data analysis
We use structural equation modeling (SEM) as a statistical technique that is used to test and estimate relationships between variables.It is a multivariate technique that allows researchers to examine the relationships between multiple variables simultaneously and to estimate the strength and direction of that relationship.The steps in data analysis were as follows: 1) developing the research model based on theoretical constructs indicating relationships between variables; 2) conducting Confirmatory Factor Analysis, ensuring factor loadings according to Hair et al. (2014) were > 0.3.Testing critical ratio values, Average Variance Extracted (AVE), and Composite reliability.3) testing data normality and linearity per assumptions set using the Maximum Likelihood Method.4) examining relationships between latent variables and testing for mediation.5) evaluating the model based on Goodness of Fit (GOF).6) testing the proposed hypotheses.We used first order analysis based on the unidimensional construction of each variable.

Descriptive analysis
The description of research variables is shown at Table 1 as follow.
Each tourist destination has a unique cultural display.In Penglipuran Village, spatial planning also uses traditional standards passed down from generation to generation.This village was built with the Tri Mandala concept, in which the village layout is divided into three areas, namely Utama Mandala, Madya Mandala, and Nista Mandala.Another charm offered by Penglipuran Village is a cultural festival called Penglipuran Village Festival.The Tourism Villages of Nglanggeran and Pentingsari, Yogyakarta, show a strong cultural orientation to Javanese culture.The friendly culture of the residents, such as the "ungguh-ungguh" custom, a kind of manners in speaking politely to others, or Karawitan and Reog Mataram, which are the cultural arts that are the pride of the Nglanggeran people.
The marine park created by environmentalists turned out to be successful.Several sculptures adorn the underwater world in Pemuteran Village, there is a Buddha statue sitting cross-legged, and there is also a sleeping Buddha statue.Penglipuran Village has a bamboo forest that covers 45 hectares, or about 40 percent of the total area of Penglipuran Village.This bamboo forest is also often referred to as the village protection forest.The environment received significant attention in both villages.
Nglanggeran and Each tourist destination have a unique cultural display.In Penglipuran Village, spatial planning also uses traditional standards passed down from generation to generation.This village was built with the Tri Mandala concept, in which the village layout is divided into three areas: Utama Mandala, Madya Mandala, and Nista Mandala.Another charm offered by Penglipuran Village is a cultural festival called Penglipuran Village Festival.The Tourism Villages of Nglanggeran and Pentingsari, Yogyakarta, show a solid cultural orientation with Javanese culture.
The friendly culture of the residents, such as the "ungguh-ungguh" custom, a kind of manners in speaking politely to others or karawitan and Reog Mataram.What are the cultural arts that are the pride of the Nglanggeran people?The marine park created by environmentalists turned out to be successful.Several sculptures adorn the underwater world in Pemuteran Village, there is a Buddha statue sitting cross-legged, and there is also a sleeping Buddha statue.Penglipuran Village has a bamboo forest that covers 45 hectares, or about 40 percent of the total area of Penglipuran Village.This bamboo forest is also often referred to as the village protection forest.The environment received significant attention in both villages.
Nglanggeran and Pentingsari villages, Yogyakarta, are very concerned about their environment.That can be seen from the activities of the Nglanggeran tourism village, which are considered to be in the development of tourism and are proven to be able to maintain the village, the natural environment, culture, and the harmony of its residents, including local gastronomy to develop.Pemuteran and Penglipuran Tourism Village, Bali, there are several places for souvenirs or souvenirs that tourists can find along the road in Pemuteran Village.Likewise, the community provides restaurants, minimarkets, money changers, and bicycle or motorbike rental places, including the availability of souvenirs produced by the local community.Most heads of families earn their daily living from tourism in the village.
Conditions in Nglanggeran and Pentingsari, Yogyakarta, show the role of the community in supporting tourist destinations.The souvenir center named Griya Coklat Nglanggeran, which is adjacent to the Ancient Nglanggeran Volcano sells various superior products made from chocolate and milk from the plantations of residents.The community provides accommodation facilities, namely homestays with a maximum of five rooms.In Pentingsari Village, almost the entire community is involved in the tourism program organized by this village; village management is left entirely to the community.In addition to managing the tourist village, the community is also involved in providing accommodation facilities such as homestays and also providing catering, as well as being a facilitator or local guide to assist tourists while in the tourist village.
Tourist engagement shows that the average score on this variable is 4.04 or is in the high category.The standard deviation of 0.83 indicates that Tourist engagement data from tourists tend to be centralized.Each place has different levels of Tourist engagement in response to tourists in these interactions.The highest indicator is not willing to contribute ideas for destination improvement the level of tourist loyalty is in the high category with a score of 3.92.It can be interpreted that tourists want to stay longer in tourist destinations or will say positive things about the beauty of tourist destinations both to friends and through social media.The standard deviation for the loyalty variable is 0.66, which means that the data collected from tourists about loyalty tends to be centralized.The highest indicator is an effective response that shows tourists' interest in tourist destinations, namely, I feel better when I stay in this destination, with a score of 3.98.The lowest score is the best quality of this tourist destination; as a sustainable tourism destination, villages in Yogyakarta are very concerned about their environment.That can be seen from the activities of the Nglanggeran tourism village, which are considered to be in the development of tourism and are proven to be able to maintain the village, the natural environment, culture, and the harmony of its residents, including local gastronomy to develop.Pemuteran and Penglipuran Tourism Village, Bali, there are several places for souvenirs or souvenirs that tourists can find along the road in Pemuteran Village.Likewise, the community provides restaurants, minimarkets, money changers, and bicycle or motorbike rental places, including the availability of souvenirs produced by the local community.Most heads of families earn their daily living from tourism in the village.
Conditions in Nglanggeran and Pentingsari, Yogyakarta, show the role of the community in supporting tourist destinations.The souvenir center named Griya Coklat Nglanggeran, which is adjacent to the Ancient Nglanggeran Volcano sells various superior products made from chocolate and milk from the plantations of residents.The community provides accommodation facilities, namely homestays with a maximum of five rooms.In Pentingsari Village, almost the entire community is involved in the tourism program organized by this village; village management is left entirely to the community.In addition to managing the tourist village, the community is also involved in providing accommodation facilities such as homestays and also providing catering, as well as being a facilitator or local guide to assist tourists while in the tourist village.
Tourist engagement shows that the average score on this variable is 4.04 or is in the high category.The standard deviation of 0.83 indicates that Tourist engagement data from tourists tend to be centralized.Each place has different levels of Tourist engagement in response to tourists in these interactions.The highest indicator is not willing to contribute ideas for destination improvement the level of tourist loyalty is in the high category with a score of 3.92.It can be interpreted that tourists want to stay longer in tourist destinations or will say positive things about the beauty of tourist destinations both to friends and through social media.The standard deviation for the loyalty variable is 0.66, which means that the data collected from tourists about loyalty tends to be centralized.The highest indicator is an effective response that shows tourists' interest in tourist destinations, namely, I feel better when I stay in this destination, with a score of 3.98.The lowest score is the best quality of this tourist destination as a sustainable tourism destination.

Inferential statistics
The inferential statistics steps were developed following the procedures in Structural Equation Modeling (SEM) analysis with the maximum likelihood estimation method as follows.

Test for model development
The results of model testing are described is shown at Figure 2 as follows.

Test for normality and linearity
The histogram analysis revealed that the data follows a standard curve with the bars positioned below the curve.The normality test conducted using the Kolmogorov-Smirnov test in SPSS 25 software indicated that each dataset exhibited a normal distribution.The P-value of 0.687 or > 0.05 suggests no significant difference between the research result data and the standard average data.

Confirmatory factor analysis
The results of the convergent validity test indicate that the factor weight values (unstandardized regression weights) for the indicators being tested are within an acceptable range.The CR (Critical Ratio) values for each indicator are more significant than 1.96, suggesting that these indicators are reliable measures of the latent variables of brand image, consumer engagement, and loyalty.Based on the test results, the correlation between the observed variables for brand image variables, namely CI1-CI7 (cultural image), environmental image (EI1-EI6), and SEI1-SEI10, is acceptable.The lowest correlation coefficient value is 0.519, and the highest is 0.734.For the observed consumer engagement variable, the correlation coefficient between the observed variables CE1 to.d.CE10 the lowest value is 0.702, and the highest is 0.893.As for the loyalty variable, the correlation coefficient of the observed variables is DL1 to.d.DL4 has a correlation coefficient with the lowest latent variable 0.766 and the highest 0.809.Each indicator (observed variable) in the model constructed in the study has a correlation coefficient greater than 0.5 as a standard that the observed variable can be accepted to explain latent variables.Each CR value for the observed brand image, consumer engagement, and loyalty variables shows the ability to explain the latent variables significantly.

Figure 2. Model test results using confirmatory factor analysis (CFA).
In this case, the unstandardized regression weights represent the strength of the relationship between the indicators and the latent variables being measured.A factor weight value of 0.962 to 1.148 suggests that the relationship between the indicators and the latent variables is relatively strong.The CR values above 1.96 further support the idea that the indicators are reliable measures of the latent variables.It can be seen in the following Table 2.
Each observed variable can explain latent variables with varying levels of ability.The latent variable for the brand image is 47.1%; the latent variable of consumer engagement can be explained by the observed variable of 67.4%.while loyalty is 0.622.However, it is essential to note the strength of the relationship.In this case, if the observed variable has a CR value of 1.96, it indicates a significant relationship between the observed and latent variables.A CR value of 0.7 or higher is generally considered to be an acceptable level of reliability for explaining latent variables.The observed variables for each latent variable can be explained by a very high level of reliability, namely for the brand image latent variable, which is 0.970; for the consumer engagement latent variable, which is 0.950; and for Loyalty, which is 0.909.

Discriminant validity test
The next step is to test discriminant validity (see Table 3).
The test results indicated that each observed variable in the study had higher relationships with its respective latent variable than other latent variables.This demonstrates that the construction of each latent variable is acceptable and adequately explains its corresponding latent variable.

Correlation and mediation significance test
The results of the testing of relationships among latent variables are as follows (see Table 4).
The correlation test results shown in the table are the coefficients on the unstandardized regression weight and standardized regression weight results.Unstandardized regression weight values do not fully reflect the generalisation of the results of the variable explanation in the study.The researcher found evidence to support the hypothesis that there is a causal relationship between the predictor and outcome variables in the study.Changes in the predictor variables were associated with changes in the outcome variables.The results of the mediation variable testing showed a Z score of 4.672, indicating that it is more significant than 2.004 based on the number of indicators used in this study.

Goodness of fit test
The fit indices used in testing whether a model can be accepted or rejected are absolute fit indices.Incremental fit indices and parsimony indices, the Goodness of Fit (GOF) test results to demonstrate the compatibility between the data and the constructed model are as follows (see Table 5).
The test results show that a modification step is required.Some criteria that indicate that the model has a good GOF have not been met.The model indicates that the model is not a good fit for the data.Specifically, the PNFI and CMIN/df values are in the fit category, while the CFI, IFI, P-Value, NFI, and GFI values are in the lousy fit category (phase 1 test results).That suggests that the model may need to represent the relationships between the variables being studied accurately.Several potential reasons a statistical model may not fit the data well.One reason could be that the model needs to be more complex and adequately capture the complexity of the relationships between the variables.In accordance with the construction of relevant theories and previous studies, the researcher modified the model.
Modification the model by adding relationships between variables may be necessary to fit the data better.The steps modification the fit of a model is: First, identify the MI (Modification Indices) that show a positive direction.Second, connect the MI with a positive direction to the full model.
Third, test the fit of the modified model.The improvement results show that the data is more fit, meaning that it is by the empirical conditions in the field (phase 2 repair).Analysis of the results of the research is based on the results of hypothesis testing shown atTable 6 as follows.
As a research hypothesis, the idea that consumer engagement plays a mediating role in promoting tourist loyalty to sustainable tourism destinations is a testable proposition that can be supported or refuted by the evidence.In this case.the study's results support the hypothesis and suggest that consumer engagement is essential in realizing tourist loyalty to sustainable tourism destinations.However, it is crucial to consider the study's limitations and evaluate the strength of the evidence supporting the hypothesis before making any definitive conclusions.

Discussion
The study results indicate that the alignment of values inherent in sustainable tourist destinations influences the behavior of local tourists.This means that tourists have a self-image that matches the values of the tourist destination.In line with Boksberger et al. (2011);Šegota et al. (2022); Usakli and Baloglu (2011); Xu (Rinka) & Pratt, (2018); Zhou et al. (2020).Both tourist engagement and consumer engagement involve active and meaningful interaction between individuals and the respective objects of engagement.Tourists engage with destinations, experiences, and services, while consumers engage with brands, products, and services.The congruence between an individual's self-image and place image influences the individual's perceptions, behaviours, and motivations towards the place, and provides insight into how the sustainability value attributes (Rao et al., 2022) of places play an important role in shaping human-place relationships.
This demonstrates that the mechanism to influence tourists to support the sustainability of tourist villages is based on the alignment of the tourist destinations' values, beliefs, and norms with the tourists.Therefore, the values represented in the image of tourist destinations need to be demonstrated to serve as a standard orientation.This research is in line with Gupta et al. (2018) and Srivastava and Sivaramakrishnan (2022), who argue that a company's sensitivity to community culture will influence consumer engagement.In line with (Hollebeek et al., 2019).who argued for consumer engagement as a "psychological" state that occurs based on interactive customer experiences with agents/focused objects in service relationships at these tourist destinations.Wang and Lee (2020) in their research in different countries with different contexts shows that cultural dispositions are an essential variable for consumer engagement.Tourism to the loyalty of tourists.Lee and Xue (2020); Zhang et al. (2014); and Wang et al. (2016) in their research on tourists in Indonesia explain the influence of cultural image on loyalty.Lee and Xue (2020) show that the experience of interacting with different cultures increases loyalty to tourist destinations.That means that changes in the environmental image can explain changes in consumer engagement.The results of the study are in line with Islam et al. (2020) that the experience of interacting with a comfortable, beautiful, and wellmaintained environment makes tourists feel part of the destination image.
Research has shown that sustainability can be an essential factor in the decision-making process for tourists when choosing a destination.Tourists may be more likely to choose destinations that are perceived as being environmentally and socially responsible as well as destinations that offer opportunities to learn about and engage with local culture and the natural environment.Additionally, tourists may be more likely to engage with and support local businesses and communities when they feel that their values align with the destination's values.
Tourist destinations are responsible for sustainability to ensure that future generations can enjoy the destination and support local community's well-being.That can involve taking steps to Note: *** Significant at a confidence level of 0.01 minimize the environmental impact of tourism, promoting cultural conservation and understanding and supporting economic development that is sustainable and equitable.By taking a proactive approach to sustainability, tourist destinations can create a positive image and attract more engaged and committed tourists.
Consumer engagement plays a role in mediating the influence of brand image on loyalty in the context of sustainable tourist destinations.In other words, the study's findings indicate that consumer engagement may be an essential factor in determining how strong the relationship is between a destination's brand image and the loyalty of its tourists.It is common for marketers to seek ways to engage customers directly and continuously in order to build relationships and create a sense of loyalty among their target audience.That can be achieved through various methods, including email marketing, social media marketing, and other forms of digital marketing that allow for ongoing communication and customer interaction.Effective Tourist engagement strategies often involve creating personalized and relevant content that speaks to the target audience's needs and interests and provides opportunities for customers to provide feedback and participate in the brand or product in some way.By engaging with customers in this way, companies can build trust and loyalty, ultimately leading to increased sales and customer retention.CE is the primary consideration in designing a new marketing strategy.
In contrast to previous studies, the research findings provide a strategic framework for designing destination marketing efforts while ensuring the sustainability of tourist villages.New marketing strategies often focus on creating a more personalized and interactive customer experience rather than simply promoting products or services based on self-congruence destinations and tourists.The goal is to create ongoing engagement with customers and build a robust and lasting relationship with them.

Conclusion
The alignment of values between the tourist destination, as demonstrated by the values that become tourists' orientation, enhances their engagement, both cognitively and affectively, leading to directed actions such as longer stays, recommending the destination to others, and being willing to support and protect sustainable tourist village destinations.Tourists are stakeholders who determine the sustainability of tourist destinations and serve as the basis for determining strategic steps to support the sustainability of tourist villages.

Limitation
It is essential to be aware of the potential for bias in data collection, especially regarding tourist data.Tourist data is often collected when tourists are on vacation.That could introduce bias because tourists may be in a different emotional state than they would be in their everyday lives.That could affect how they respond to surveys or other data collection methods.One way to mitigate this potential bias is to use multiple data collection methods and collect data at different times of the year.For example, researchers could collect data during peak and off-peak seasons to get a more balanced view of tourist behavior.Additionally, researchers could use quantitative and qualitative data collection methods, such as surveys and interviews, to get a more nuanced understanding of tourist experiences.It is also essential to consider the potential for bias in the sampling method used to collect data.Researchers should strive to use representative samples that accurately reflect the overall population of tourists visiting a particular location.That can be challenging, as tourists may come from various countries and cultural backgrounds.However, it is an essential consideration for ensuring the validity and reliability of the data collected.
The relationship between brand image, consumer engagement, and loyalty is likely to be complex and multi-dimensional, and other factors may also play a role in determining loyalty among tourists.Further research may be needed to fully understand the relationship between these variables and identify effective strategies for building loyalty among tourists to sustainable destinations.In this case, the study's results suggest that consumer engagement may influence the strength of the relationship between brand image and loyalty.However, it is not the only factor at play, other variables such as the quality of the tourist experience, the availability of amenities and services, and the overall attractiveness of the destination may also play a role in determining tourist loyalty.

Theoretical implication
The theoretical implication is that congruence is critical in determining consumer engagement and loyalty.It refers to the extent to which a particular product or service aligns with a consumer's values and beliefs.The alignment of values between sustainable tourist destinations and tourists becomes the focus of tourist village development.The interaction between tourists and tourist destinations is an interaction that promotes awareness of the importance of values that prioritize sustainability as a standard orientation.The self-congruence perspective provides an adequate explanation of the importance of self-image and value attributes in tourist destinations to build long-term relationships with tourists.Various aspects of self-congruity (actual, ideal, social, and ideal social) are closely related to the concept of sustainable tourism destinations.
Sustainable tourism destinations need to focus on building a positive brand image and promoting consumer engagement to foster loyalty among tourists.That can be achieved through various marketing and communication efforts, such as promoting sustainability practices through social media and other channels, engaging with consumers through feedback and review mechanisms, and promoting activities that encourage active participation and involvement with the sustainable destination.

Practical implications
Conformity of values between tourist destinations and tourists can play a role in encouraging tourist involvement in sustainable tourism destinations.Sustainable tourism seeks to minimize adverse social, economic, and environmental impacts while maximizing the positive impacts of tourism on local communities and the environment.Tourists interested in sustainability and environmental conservation may be more likely to engage with and support sustainable tourism destinations that align with their values and beliefs.Sustainable tourism destinations must communicate their values and sustainability efforts to potential tourists to attract and engage those with similar values and interests.That can encourage tourist involvement and support for the destination's sustainability efforts.Destination marketers should focus on building strong Tourist engagement to drive loyalty and encourage repeat visits to their destination.That can be achieved through various tactics, such as providing excellent customer service, offering unique and memorable experiences, and promoting customer involvement and feedback.
Tourist engagement is essential to tourism and can significantly impact a business's overall success.It involves building a solid relationship with customers and encouraging them to participate in various activities and experiences.There are several ways businesses in the tourism industry can increase consumer engagement, such as: First, providing excellent customer service: Customers are more likely to return to a business if they feel they have received good service.That includes being friendly, helpful, and responsive to customer needs and requests.Second, offering personalized experiences: Customizing experiences to meet the specific needs and interests of individual customers can increase their satisfaction and the likelihood of returning.Third, using social media and other online platforms: Social media and other online platforms can be used to interact with customers, gather feedback, and promote special offers and events.The fourth, creating memorable experiences: Offering unique experiences can help create a positive association with the business and encourage customers to return and recommend it to others.The fifth, providing incentives: Offering incentives, such as loyalty programs, discounts, or exclusive access to events and experiences, can encourage customers to return and engage with the business.Businesses in the tourism industry need to focus on Tourist engagement in order to create a positive customer experience and drive long-term success.