CO-CREATION ACTIVITY AS MODERATOR IN THE DESTINATION BRAND ATTACHMENT MODEL TOWARDS CUSTOMER INTENTION TO REVISIT DESTINATION IN INDONESIA AND TIMOR LESTE

: This research aims to develop the model by testing and analyzing: (1) the impact of perceived quality towards destination brand attachment; (2) the impact of destination brand attachment towards memorable customer experience; (3) the impact of memorable customer experience towards intention to revisit the destination; (4) the impact of destination brand attachment towards intention to revisit the destination; and (5) whether co-creation activity becomes a moderator for the influence of memorable customer experiences on the intention to revisit the destination. This research uses a sample of respondents who visited hospitality locations in Indonesia and Timor-Leste. The sampling method is purposive sampling, and the characteristics of the respondents are youths who have visited the hospitality locations, whose age range is between 20 and 40 years old, and who have visited at least three times within the last three months. The respondents are 175 people from Indonesia and 75 people from Timor-Leste. This research is essential because: (1) the findings from this research are expected to support the development of knowledge by adding new literature that can be used as a reference for other researchers who want to do further research, especially regarding destination brand attachment; (2) this research is expected to be able to benefit entrepre-neurs in the hospitality industry. Hopefully, this research can offer them new points of view as considerations for making decisions or strategies for developing their places. The findings of this research are: Hypotheses 1 to 4 show significant results: activity co-creation becomes a moderator that strengthens the influence of memorable customer experience towards intention


A. INTRODUCTION
According to Agmasari (2018), the reason why a person loves to visit the same hospitality place to spend his or her time is because he or she builds an emotional attachment to that place.That can happen when that person has extraordinary experiences there.This emotional connection in psychology is called "attachment" (Huang et al., 2017).Destination brand attachment is a condition where an individual feels attached to a certain brand (Florek, 2018).Brand attachment reflects a bond that connects consumers with a certain brand and involves positive feelings towards that brand (Chinomona and Mazriri, 2017).An individual who has an attachment to a certain brand tends to show more loyalty to that brand, is not easily interested in other brands' offerings, and invests more resources that he or she has, such as money, time, and energy, in order to maintain the relationship with that brand (Huang et al., 2017).Consumers may have an attachment to a certain brand when it can provide resources to fulfill their needs.Sahin et al. (2011) argue that consumers can build destination brand attachment when their experiences with certain brands increase.Consumers' experiences are the most important source regarding their knowledge about that brand (Palmer, 2010).
The experiences that underlie the destination brand attachment are called memorable customer experiences.According to Zhang & Buhalis (2018), what is meant by memorable customer experiences are experiences that are built selectively from hospitality experiences and can be recalled after visiting those hospitality places.These memorable customer experiences encourage individuals to revisit the same hospitality places.Therefore, each hospitality establishment needs to employ certain strategies to create memorable experiences for consumers.According to Lewis & Chambers in Kim et al. (2018), perceived quality refers to consumers' evaluation that comes from a comparison between expectation and perception towards given services.Research done by Konecnik and Gartner (2013) shows that individual desire to revisit certain hospitality is developed from several factors, which are a combination of expectations, services, and perceptions received by that person from a previous visit.When the hospitality destination quality fulfills the consumers' expectations, they will develop a certain destination brand attachment.The intention to revisit destinations is one of the factors contributing to the increase in tourism spending in most developing countries (Promsivapallop & Kannaovakun, 2017).Previous studies show multiple times that intention to revisit is the result of tourists' experiences and satisfaction as an antecedent of tourists' revisit intention or behavioral intention (Cole & Chancellor, 2009).The studies also see the potential effect of mediation and moderation of destination attachment on behavioral intention towards community-based tourism destinations (Ramkissoon & Mavondo, 2015).These things are also clearly visible in community-based tourism destinations in developing countries.The cognitive attributes of tourism destination image and their intention to revisit are inadequate, especially in Malaysia (Abdul & Lebai, 2010).
Community-based tourism usually involves directing community members to do co-creation activities.According to Vargo and Lusch (2004), sharing knowledge activity is a tool for producers to do co-creation activity with consumers, which can be classified into two categories: co-consumption and co-production (Wu and Sukoco, 2010).Co-consumption occurs when the community members distribute their knowledge or information to other members in virtual community (Ryu et al., 2003) Sukoco, Badri Munir andUntung Teko., TP (2013), while co-production happens when community members distribute their knowledge or information to producer in order to increase the usefulness or quality of the products consumed (Brown et al., 2003;Fuller et al., 2007, Herman H.M. Tse & Warren C.K. Chiu, 2014).Therefore, this research chooses co-creation activity as a moderator in the destination brand attachment model towards customer intention to revisit destinations in Indonesia and Timor-Leste.This research aims to develop the model by testing and analyzing whether: (1) there is a significant influence of perceived quality on destination brand attachment; (2) there is significant influence of destination brand attachment towards memorable customer experience; (3) there is significant influence of memorable customer experience towards intention to revisit destination; (4) there is significant influence of destination brand attachment towards in-tention to revisit destination; and 5) co-creation activity becomes a moderator that strengthens the influence of memorable customer experiences on my intention to revisit destinations.

B. LITERATURE REVIEW
Perceived Quality.As quoted by Dewi, L. & Marvellyn, Q. ( 2020), someone's perception is formed by three things: the characteristics of the stimuli (sight, smell, and taste), the relationship between the stimuli and the environment, and the relationship between the stimuli and conditions within ourselves.In the tourism context, tourists' perceptions of the service quality and values offered by tourism destinations influence satisfaction, consumers' references, and their willingness to revisit tourism destinations.Ranjbarjian & Pool (2015) state that tourism destination quality is determined by the process of offering the services provided (for instance, friendliness, goodwill, efficiency, employees' expertise, and competence) and the result of that service (for instance, accommodation, food, and facilities in the tourism destination).Gronroos in Ranjbarjian & Pool (2015) explain that service quality has two dimensions, which are technical and operational.The technical dimension refers to the results of the service or what the customers who use our services will get.The operational dimension refers to the process of providing services or how the customers get those services.The quality of the tourism industry is felt by the customers.Thus, it is very important to maintain the quality of tourism destinations.
Memorable customer experience Kim (2012) defines a memorable tourism experience as a subjective experience that tourists build when they are at a certain tourism destination.This experience will be maintained and remembered by them after they leave the tourism destination.Based on the research done by Pine & Gilmore in Kim (2012), tourists' experiences have two dimensions, which are customer participation and relationship with the environment.Entrepreneurs in the field of providing tourism destinations must understand that tourists' experiences come from the services provided by the destination.It is important to involve tourists in those experiences in order to change them into unique feelings and unforgettable values (Kim et al., 2012).Therefore, in order for tourist destinations to be able to effectively provide memorable experiences for tourists who visit those places, entrepreneurs in the tourism sector need to design programs and services that can encourage customer participation and create an environment that can support those programs and services.According to Kim (2014), tourists' memorable experiences are built selectively by tourists themselves according to the way they evaluate their tourism experience.Kim, Hallab, et al. (2012) and Kim, Ritchie, et al. (2012), in their research, show that a memorable tourism experience consists of seven dimensions, which are: (1) hedonism ( 2) refreshment (3) social interaction and local culture; (4) meaningfulness (5) knowledge; (6) involvement; and (7) novelty.
Destination brand attachment according to Kim & Malek (2017), branding a tourism destination is very important to differentiate and identify that destination with other competitors.Ritchie & Ritchie in Rather et al. (2020) define a tourism destination brand as "a name, symbol, logo, words, or other graphics that identify and differentiate a tourism destination with other competitors."Furthermore, tourism destination branding makes promises that tourists will create unforgettable memories.This will give tourists strong and pleasant memories of their experiences when they are there.It can be concluded that tourism destination branding is a process that can be used by the marketing team to attract tourists and has advantages compared to other similar destinations (Berrozpe et al., 2019).Park et al. (2010) say that brand attachment reflects the strength of the bond between consumers and a certain brand.This bond represents a mentality that involves thought and feeling about the relationship of that brand with consumers.Brand attachment influences consumer behavior; for example, always promote or buy a certain brand (Park et al., 2010).In the tourism context, consumers will always choose a certain tourism destination brand when they have a holiday plan.According to Cheng et al. (2005), when consumers develop brand attachment behavior because there is alignment between their self-concept and the image of the tourism destination, it will be beneficial for that brand.This brand attachment behavior makes consumers not hesitate to sacrifice their resources, such as money, energy, and time (Park et al., 2010).In line with the result of research done by Kang et al. (2017), which shows that tourists tend to choose accommodation from the same brand that they have ever tried before, This is because they already feel familiar with that brand.
Co-creation activity some studies show that a virtual community is filled with various activities related to sharing knowledge and information.Sharing knowledge is a behavior from virtual community members who i share i knowledge and information that they have to other members (Ryu, et., al, 2003), Sukoco, i Badri Munir & Untung Teko, TP (2013), i Herman H.M. Tse & Warren C.K. Chiu, 2014).As community members categorize themselves cognitively towards their community by sharing the same interest in certain subjects, they evaluate themselves with respect for their membership in the community, and they also involve themselves emotionally with their community, as has been stated before.An individual who feels that he or she has become a part of a group (the social identity is formed) will have a commitment to achieve the goals of the group together, in which the commitment will form the behavior of group members (Stets & Burke, 2000;Sukoco, Badri Munir, & Untung Teko., TP, 2013).Algesheimer et al. (2005), in Herman H.M. i Tse & Warren C.K. Chiu (2014), show that the social identity of members in the European Car Clubs encourages members to actively participate in community activities, give recommendations to other people, and have high loyalty towards the community, like what has been explained before.

C. RESEARCH METHODS
This research is quantitative, using structural equation modeling to test.The samples for this research come from respondents who visit the hospitality location.The hypotheses testing is using structural equation modeling (SEM PLS).The sampling method is purposive sampling, with characteristics of respondents who are youths who have visited the hospitality destination, with an age range of 20-40 years old, and did the visit at least three times within the last three months.There are 175 respondents from Indonesia and 75 respondents from Timor-Leste.

Data Analysis
The data processing methods are as follows: (1) tabulating the data based on respondents' answers to the questionnaire questions; (2) the data that has been tabulated will go through a validity and reliability test; and (3) then the model estimation step is done.The generated model is a model of the structure of a relationship that forms or explains causality between constructs.Data Analysis Technique.The analysis I used to answer the hypotheses in this research is using the structural equation model, or SEM, using the AMOS program.
Validity test and construct reliability.(1) Validity test: a test or measuring instrument can be said to have high validity if that instrument performs its measuring function or gives measuring results that are coherent with the goal of that measurement.A valid measuring tool is not only able to express data correctly and give a thorough description of the data.Thorough means that in the measurement, I am able to give an overview of the smallest differences between one subject and the other.A valid measurement tool is one that has a small error variance so that the number that it produces can be trusted as a number that is close to the truth.(2) Construct reliability test: this test is done to determine the internal consistency of indicators of a construct that shows the degree to which each indicator identifies a common construct or latent factor, or, in other words, how specific things help each other explain a general phenomenon.The approach used is to value the amount of the composite reliability and variance construct extracted from each construct.The limit i value used to assess an acceptable reliability level is 0.70.If the research done is exploratory, a value under 0.70 is still acceptable as long as it is accompanied by empirical reasons that can be seen in the exploration process.
Assumptions within SEM. (1) Normality: the normality test on SEM is done using the critical ratio value, or CR, on the AMOS output that is compared to a certain standard.The comparison number is the z number, which is obtained from the z table.If CR > from the critical value, it can be assumed that the data distribution is not normal.Critical value based on significance level of 1% can be determined at ±2,58 (Santoso, 2018: 90-91) .( 2) There is no outlier; an outlier is an observation condition from data that has unique characteristics or is very different from other data.Multivariate outliers' detection is done by paying attention to the Mahalonobis distance value.The further the data is from the center point, the more likely it is that the data is an outlier (Santoso, 2018: 91-92).(3) Sample adequacy: the size of the sample has an important role in SEM analysis as a basis for estimating sampling error.The estimation method that is used is maximum likelihood (ML), which will be effective on a sample size of between 150 and 400 data points (Santoso, 2018: 80).( 4) Multicollinearity: multicollinearity can be seen from the sample correlation matrix between variables.If the value in the sample correlation matrix > 0.90, there is correlation between variables or multicollinearity occurs (Ghozali, 2016:96).
A hypothesis test is done using confirmatory factor analysis to see the dimensions that can be used to form factors or constructs.Then determine the evaluation of the Goodness of Fit criteria, which include the x2 chi square, which is expected to be small, significant probability >= 0.05, RMSEA = 0.08 GFI, and AGFO = 0.9 CMIN/DF = 2, Tli, and CFI = 0.95.According to descriptive analysis in Table 1, for Indonesian respondent data, in terms of gender perspective, there are more men than women, where men are 63% and women are 57%.From the current job perspective, the biggest composition is professionals: lecturers/teachers/doctors/lawyers, etc. at 37%, followed by self-employed at 34%.Meanwhile, respondents have also visited one of hospitality destinations in Indonesia or Timor Leste within the last 3 months.On average they are 20-40 years old.All of these classifications are 100% confirmed where all respondents said that they meet these qualifications.Regarding average monthly income, the biggest composition from respondents is <5 million (<RM1,528.00)which is 36% and the second biggest composition is housewife at 22%.While in the context of "how often do you visit to the hospitality" most respondents answered once every 2-3 months, which is 33%.On the other hand, Timor Leste respondent data shows that there are more female sample, student ranks in the first place with income below 5 million, and "how often do you visit to the hospitality" is once a month.

Measurement Validity (Outer Model)
This study uses partial least squares structural equation modeling (PLS-SEM) as a data analysis technique that is applied to SmartPLS 4 software.PLS-SEM has two testing models, namely the Measurement I Model, also known as the Outer Model, and the Structural Model, also known as the Inner Model.The Measurement Model (Outer Model) shows the relationship between indicators and their latent variables, as determined by the convergence validity test, discriminant validity test, and reliability test.While the Structural Model (Inner Model) describes the relationship between constructs or latent variables as determined by the R-Square Test, the F-Square Test, and the Hypothesis Test.
In conducting the convergent validity test (convergent validity), the researcher refers to the outer loadings > 0.70 and AVE > 0.50 to obtain results that state that the correlation of indicators to constructs or latent variables fulfills the convergent validity test.The discriminant validity test can be evaluated by looking at the cross-loadings, which show a higher indicator value for each construct compared to indicators in other constructs.Reliability test results can be accepted when the composite reliability > 0.70 and is supported by Cronbach's alpha > 0.70.The R-Square Test (R2 Test) can be evaluated by looking at the value of the coefficient of determination (R-Square), which is good between 0 and 1.An R-Square value of 0.75 indicates a strong substantive effect, an R-Square value of 0.50 indicates a moderate substantive effect, and an R-Square value of 0.25 indicates a weak substantive effect.In the F-Square Test (F2 Test), researchers can see the effect size or the F-Square value obtained; the F-Square value < 0.02 indicates that there is no effect; the value of 0.02 d" F-Square < 0.15 indicates that there are influences with small effects; influences with moderate or moderate effects are indicated by a value of 0.15 d" F-Square <0.35, and F-Square e" 35 indicates an influence with a large effect.Hypothesis testing is carried out with the aim of evaluating whether the proposed hypothesis should be accepted or rejected.The hypothesis or the relationship between variables can be stated as significant or have high significance when the significance value (P-value) is less than 0.05 and the T-statistic is greater than the Ttable value.The hypothesis or relationship between variables can be stated as positive if the original sample value is generated as positive.

Measurement I Model (Outer Model)
In evaluating the Measurement Model (Outer Model) with the PLS-SEM method, researchers can see the results of the convergence validity test, discriminant validity test, and reliability test.

Structural Model (Inner Model)
The next step is to evaluate the Structural Model (Inner Model), which consists of three test results, namely the results of R-Square Test, F-Square Test, and Hypothesis Test.Table 3 shows the results of the R-square test, namely the R-square value obtained for the variable.Table 3 displays the R-Square Test findings, which indicate that the R-Square value for Perceived Quality variable is 0.600 and the R-Square value for the destination brand attachment variable is 0.825.The R-Square value on the Intention to revisit destination variable is 0.774, The R-Square value on the memorable tourist experience variable is  0.826.The R-Square value indicates that the exogenous variables (X1, X2, X3, X4,) have a moderate influence on variable Z because the R-Square value obtained is greater than 0.50 or 50% but less than 0.75 or 75%.
In Table 4 which contains the results of the F-Square Test it can be explained that there is no hypothesis that has a large effect size with F-Square value e" 0.35.Hypothesis 1 has a moderate effect size with a value of 0.15 d" F-Square < 0.35.Hypotheses 1, 2, 3, 4, 5, and 6 have a small effect size with a value of 0.02 d" F-Square < 0.15.And no hypothesis is ignored because there is no hypothesis that has F-Square value <0.02.

Hypothesis Test
Hypothesis testing in this study was carried out through the bootstrapping method on SmartPLS 4 software with subsamples or samples multiplied to 5,000.Figure 2 is the result of evaluating the model path from the bootstrapping method.positive and has a good significance value as indicated by the T-Statistics > T-Tables (1.960) and P-Values < 0.05.So, it can be concluded that all hypotheses in this study can be accepted or supported.

D. DISCUSSION
Perceived quality has a significant influence on destination brand attachment in Indonesia and Timor-Leste.Perceived Quality.As quoted by Dewi and Marvellyn (2020), one's perception is formed by three things: the characteristics of the stimuli (sight, smell, and taste), the relationship between stimuli and the environment, and the relationship between the stimuli and conditions within ourselves.In the tourism context, tourists' perceptions towards service quality and value offered by tourist destinations influence satisfaction, consumer references, and repeat visits to tourism destinations.According to Ranjbarjian & Pool (2015), the quality of a tourism destination is determined by the service offering process (for example, friendliness, goodwill, efficiency, employees' expertise, and competence) and the result of that service (for example, accommodation, foods, and facilities in the tourism destinations).Gronroos in Ranjbarjian & Pool (2015) explain that service quality has two dimensions, which are technical and operational.The technical dimension refers to the results of the service or what the customers who use our services will get.The operational dimension refers to the process of providing services or how customers get those services.The quality of the tourism industry in Indonesia and Timor-Leste is felt by the customers.Thus, it is very important to maintain the quality of tourism destinations in both countries.They realize that perceived quality becomes an important factor in building a good destination brand attachment.Destination Brand and Attachment have a significant influence on the intention to revisit Destination in Indonesia and Timor Leste.
Destination brand attachment according to Kim & Malek (2017), branding a tourism destination is very important to differentiate and identify that destination with other competitors.Ritchie & Ritchie in Rather et al. (2020) define a tourism destination brand as "a name, symbol, logo, words, or other graphics that identify and differentiate a tourism destination from other competitors."Furthermore, tourism destination branding makes promises that tourists will create unforgettable memories.This will give tourists strong and pleasant memories of their experiences when they are there.It can be concluded that tourism destination branding is a process that can be used by the marketing team to attract tourists and has advantages compared to other similar destinations (Berrozpe et al., 2019).Destination brand attachment has a significant influence on the intention to revisit destinations in Indonesia and Timor-Leste.Taking into account that tourism destination branding is very important so that the destination can be differentiated and identified from its competitors will create the intention of customers to revisit.A strong positioning through destination brand attachment will make customers always remember the pleasant experiences that they have when they enjoy that tourism destination.
Destination brand attachment has a significant influence on the memorable tourist experience in Indonesia and Timor-Leste.According to Park et al. (2010), brand attachment reflects the strength of the bond between consumers and a certain brand.This bond represents a mentality that involves thought and feeling about the relationship of that brand with consumers.Brand attachment influences consumer behavior; for example, always promote or buy a certain brand (Park et al., 2010).In the tourism context, consumers will always choose a certain tourism destination brand when they have a holiday plan.According to Cheng et al. (2005), when consumers develop brand attachment behavior because there is alignment between their self-concept and the image of the tourism destination, it will be beneficial for that brand.This brand attachment behavior makes consumers not hesitate to sacrifice their resources, such as money, energy, and time (Park et al., 2010).In line with the result of research done by Kang et al. (2017), which shows that tourists tend to choose accommodation from the same brand that they have ever tried before, this is because they already feel familiar with that brand.
Memorable tourist experience has significant influence on the intention to revisit destinations in Indonesia and Timor-Leste.The experiences that underlie the destination brand attachment are called memorable customer experiences.According to Zhang & Buhalis (2018), what is meant by memorable customer experiences are experiences that are built selectively from hospitality experiences and that can be recalled after visiting those hospitality places.These memorable customer experiences encourage individuals to revisit the same hospitality places.Therefore, each hospitality establishment needs to employ certain strategies to create memorable experiences for consumers.The creation of those memorable experiences can be presented through a combination of beautiful scenery, Instagrammable places, or a very impressive event presentation for the customers.The more impressed customers are by their experiences (memorable tourist experiences), the greater their desire to revisit that hospitality destination.
Co-creation activity becomes a moderator that strengthens the influence of memorable customer experience towards intention to revisit destination in Indonesia, but co-creation activity does not become a moderator that strengthens the influence of memorable customer experience towards intention to revisit destination in Timor Leste.
Community-based tourism usually involves directing community members to do co-creation activities.According to Vargo & Lusch (2004), sharing knowledge activity is a tool for producers to do co-creation activity with consumers, which can be classified into two categories: co-consumption and coproduction (Wu and Sukoco, 2010).Co-consumption occurs when the community members distribute their knowledge or information to other members in virtual community (Ryu et al., 2003) Sukoco, Badri Munir & Untung Teko., TP (2013), while co-production happens when community members distribute their knowledge or information to producer in order to increase the usefulness or quality of the products consumed (Brown et al., 2003;Fuller et al., 2007, Herman H.M. Tse & Warren C.K. Chiu, 2014).The findings from this research show that co-creation activity becomes a moderator that strengthens the influence of memorable customer experiences on the intention to revisit destinations in Indonesia.However, co-creation activity does not become moderator, which strengthens the influence of memorable customer experiences on the intention to revisit destinations in Timor-Leste.This happens because the engagement of the social community in Timor-Leste has not been as good as community engagement in Indonesia.The social structure in Indonesia, with the huge support of social media, allows this co-creation activity to be created in Indonesia compared to Timor-Leste.Helping each other and caring as the basic characteristics of Indonesian seem to let co-creation activity happen, which strengthens the influence of memorable customer experiences on my intention to revisit destinations in Indonesia.

E. CONCLUSIONS
1.There is significant influence of perceived quality towards destination brand attachment.2. There is significant influence of destination brand attachment towards memorable customer experience.3.There is significant influence of memorable customer experience towards intention to re-visit destination also 4. There is significant influence of destination brand attachment towards intention to revisit destination.5. Co-creation activity becomes moderator which strengthens the influence of memorable customer experience towards intention to revisit destination in Indonesia, while co-creation activity does not become moderator that strengthens the influence of memorable customer experience towards intention to revisit destination in Timor Leste.

F. LIMITATION
This research is only limited to the variables perceived quality, brand attachment, customer experience, intention to revisit destination, and co-creation activity.This research was only conducted in Timor-Leste and Indonesia.This

Figure
Figure 1 Research Model Source: Processed Data

Figure 2
Figure 2 The Result of Evaluating The Bootstrapping Model Path Source: Processed Data (2023)

Table 1 The Demographic Details of the Participants of the Study
Table 2 shows all the test results for the measurement model (outer model).Based on the Convergent Validity Test, all indicators used have been declared valid because they have met the requirements of the Convergent Validity Test, namely that all research indicators have an Outer Loading Value > 0.70 and an Average Variance Extracted (AVE) value > 0.50.After evaluation, there are many indicators that are removed and then processed again to produce results.All the indicators in this study were also declared valid through the discriminant validity test because the results of the test met the requirements, namely cross-loadings, which show more indicator values in the height of each construct compared to indicators in other constructs.Apart from being declared valid based on the results of the reliability test, all indicators are declared reliable because they have a composite reliability value and Cronbach's alpha value greater than 0.70, which means that each indicator on a variable is able to explain the variable consistently.

Table 5 ,
all hypotheses have a positive relationship as indicated by the Original Sample value which is