Customer-based Brand Equity for a Tourism Destination (CBBETD): the Specific Case of Bandung City, Indonesia

Abstract

This study examines in detail the use of customer-based brand equity for a tourism destination (CBBETD) as a strategic tool for use with a specific city (Bandung City, Indonesia in this instance). The CBBETD scale developed by Konecnik (2005) and empiricized by Konecnik and Gartner (2007) was successfully adapted using qualitative and quantitative refinements for the city of Bandung. A sample of 400 visitors to Bandung was surveyed, and empirical psychometric assessment was run. The scale required minor adaptations but was found to be appropriate for use in this new context. The components of customer-based brand equity for a tourism destination were found to be: awareness, image, quality and loyalty. The successful adaptation of the scale is encouraging as it provides strategic insight on strengthening destination positioning in the minds of both current and future tourists. Managerial implications and suggestions for future research are provided.

Factors Determining City Brand Equity—A Systematic Literature Review

“…This SLR includes 36 studies published in 2009-2020 in the following schedule: in 2020-1 study [75], in 2019-five studies [76][77][78][79][80], in 2018-seven studies [81][82][83][84][85][86][87], in 2017-five studies [88][89][90][91][92], in 2016-three studies [93][94][95], in 2015-two studies [96,97], in 2014-seven studies [98][99][100][101][102][103][104], in 2014-four studies [104][105][106][107], in 2012-one study [108], and in 2009-one study [109].…”

“…CBE was analyzed for single cities in 27 studies [75][76][77][78][79][80]82,83,86,87,[89][90][91][92][93][94][95][96][98][99][100][101][102][104][105][106][107], two or three cities-in three studies [108][109][110], and for more cities-in five studies [81,84,85,88,97]. Cities located in Europe [81,83,86,95,[97][98][99][100][101]104,105,107,109], Asia [76][77]…”

“…In this study, the SLR was conducted for 36 studies related to CBE or DBE, focusing exclusively on cities. In the studies included in the SLR, single cities were analyzed in 27 studies [75][76][77][78][79][80]82,83,86,87,[89][90][91][92][93][94][95][96][98][99][100][101][102][104][105][106][107], and two or three cities were compared in three studies [108][109][110]. In the remaining studies, CBE was analyzed for a larger number of cities [81,84,85,88,97].…”

Destination Branding of Teras Cikapundung: A Model of Communication Strategy

“…Brand loyalty is the impression of a top brand in memory that is attached to strong customers and to change brand loyalty (Entaswara, 2008). Yuwo, Ford & Purwanegora (2013) stated that brand loyalty is the core of brand equity; if customers feel a bond with the brand, they will demonstrate loyalty towards that brand (Yuwo, H., Ford, J. B., & Purwanegara, 2013).…”

O Customer-Based Brand Equity do Complexo Turístico Itaipu: uma comparação entre as percepções dos visitantes do lado brasileiro e paraguaio

“…Marcas diferenciam itens concorrentes, asseguram qualidade e proteção contra cópia e podem ter valor simbólico poderoso, o que implica em status e projeta o estilo de vida do consumidor (TUOMINEN, 1999). Muito mais que somente identificar o fabricante, a função de uma marca é transmitir o benefício principal do produto/serviço (ZARDO, 2003). Ela é um nome com poder de influenciar compradores, tornando-se um critério de compra (KAPFERER, 2008).…”