Extending the Tourism Destination Image Concept into Customer-Based Brand Equity For A Tourism Destination

Ruzzier, Maja Konečnik

doi:10.1080/1331677x.2010.11517421

Cited by 19 publications

(19 citation statements)

References 42 publications

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“…A strong perceived quality position is an advantage, which is not easily replaced by competitors (Konecnik&Gartner, 2007;Boo, et al, 2010;Pike, et al, 2010;Ruizzer, 2010;Lin, 2011). In several studies, it is found out that event brand quality has an important role in influencing revisit intention.…”

Section: Event Brand Qualitymentioning

confidence: 99%

The Determinants of Visitor’s Revisit Intention: A Lesson from Ijen Car Free Day

Parahiyanti¹,

Hussein

2014

APMBA

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Event industry currently is considered as one of interesting business opportunity in contributing major positive economic impact. Event could be categorized into some activities conducted by an event management or event organizer in the case of achieving some specific outcomes. An event is also recognized as an essential marketing tool in branding of particular destination. It has a powerful function to make a differentiation between one destination and others. This study aims to establish a theoretical event brand equity for which the key components of the brand equity were evaluated from visitor perspective in the tourism context. Brand equity is constructed by four multidimensions which are event brand awareness (EBA), event brand image (EBI), event brand quality (EBQ), and event revisit intention (ERI). By using convenience sampling, 205 visitors of Ijen Car Free Day (ICFD) as the event object were used as respondents to obtain the data. This study uses Partial Least Square (PLS) to analyze the data both in outer model and inner model measurements. The finding of this study indicate that EBA has positive and significant influence to EBI, EBQ, and ERI. Then, EBI is also proven giving positive and significant influence to EBQ and ERI. In contrary, EBQ does not show significant influence to ERI. The significance movement of this study could be useful measurement in assessing event brand equity management in the future. KeywordsEvent Brand Awareness (EBA), Event Brand Image (EBI), Event Brand Quality (EBQ), Event Revisit Intention (ERI)

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Section: Event Brand Qualitymentioning

confidence: 99%

The Determinants of Visitor’s Revisit Intention: A Lesson from Ijen Car Free Day

Parahiyanti¹,

Hussein

2014

APMBA

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“…As in the general concept of image, destination image in tourism is expressed as the whole of the potential tourist's belief in, attitude toward, and perception, views and impressions about the destination (Ruzzier, 2010;Gallarza et al, 2002;Gartner, 1994;Hunt, 1975). Early studies found that destination image is an effective factor in the process of the tourist's decision to buy and to select the destination (Dadgostar & Isotalo, 1992;Jenkins 1999;Milman & Pizam, 1995).…”

Section: Literature Reviewmentioning

confidence: 99%

Pamukkale destinasyonu imajının çekicilik faktörlerine göre değerlendirilmesi

Haşıloğlu

Alkibay

2018

Pamukkale Journal of Eurasian Socioeconomic Studies

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ÖzetThe attraction image of a tourism center is an important factor in the formation of the destination image. The present study is designed to determine the attraction factors and superiorities of the Pamukkale destination image from the perspective of foreign tourists and to assess destination alternatives. Both because the issue of image assessment is relative and because the issue of determining the alternatives require making a multivariable decision, the theory of fuzzy sets has been used as the research method. The image of Pamukkale and its vicinity according to the attraction factors is divided into four areas: Pamukkale travertine, ancient monuments, health/spa tourism and shopping opportunities. Because the attraction factor image of Pamukkale travertine is dominant, the levels of the other factors have remained low. Therefore, the region is perceived not as a place in which to spend several days on the basis of tourism but as a sightseeing place to spend a few hours. To mediate this perception, the {B-E} points where there are opportunities for Pamukkale travertine, ancient monuments and health/spa tourism should be evaluated as an entire destination marketing scheme. Bir turizm merkezinin çekicilik özelliği, destinasyon imajının oluşumunda önemli bir unsurdur. Bu çalışmada, Pamukkale destinasyonu imajnın çekicilik faktörlerinin ve üstünlüklerinin yabancı turistler açısından belirlenmesi ve destinasyon alternatiflerinin değerlendirilmesi amaçlanmaktadır. İmaj değerlendirme konusunun göreceli olmasından ve alternatiflerin belirlenmesi konusunun çok değişkenli karar vermeyi gerektirdiğinden dolayı, araştırmanın yöntemi olarak bulanık kümeler kuramından yararlanılmıştır. Pamukkale ve çevresinin çekicilik faktörlerine göre imajı dört grupta toplanmış olup bunlar sırasıyla; Pamukkale travertenleri, antik kentler, sağlık/SPA turizmi ve alışveriş imkanları olarak belirlenmiştir. Pamukkale travertenleri çekicilik faktörü imajı baskın olduğundan diğer faktörlerin düzeyleri zayıf kalmıştır. Bu nedenle bölge, turizm açısından yaşanılacak yer değil, birkaç saatliğine görülüp dönülecek yer şeklinde algılanmaktadır. Bu algıyı aşmak için Pamukkale travertenleri, antik kentler, sağlık/SPA turizmi fırsatlarının bulunduğu {B-E} noktaları bir bütün destinasyon pazarlanması olarak değerlendirilmelidir.

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“…In a study, Ruzzier (2010) examined the perspective of the demand in tourism destination phenomenon. The statistical population of study was German and Croatia tourists whose destination was two countries of Germany and Slovenia.…”

Section: Cultural Brand Asset Relationship With Brand Awarenessmentioning

confidence: 99%

“…The results suggest that the concept of the image traditionally represents the most important dimension in the evaluation of one part. However, for a more comprehensive evaluation of tourism destination dimensions, knowledge, quality and loyalty should be added (Ruzzier, 2010). The results of Kladou and Kehagias's (2014) study on evaluation of structural relationship between brand equity dimensions showed that when five dimensions of brand equity and cultural brand equity were combined, the importance of cultural brand asset is revealed for brand equity.…”

Section: Cultural Brand Asset Relationship With Brand Awarenessmentioning

confidence: 99%

Hotel Customer Loyalty: The Effect of Individual’s Similarity to Brand, Lifestyle Congruency and Cultural Brand Asset

Nayebzadeh¹,

Farmani²

2018

MBR

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The main aim of this study was to investigate the factors affecting on customer loyalty of Mehr chain hotels in Yazd. Independent variables of this study included cultural brand asset, individual's similarity to brand, lifestyle congruency, intermediate variables of study included brand awareness, perceived quality, brand association, and customer satisfaction, and the dependent variable of study included brand loyalty. The population of this study included Iranian and non-Iranian quests of Mehr chain hotels of Yazd. Simple and stratified random sampling methods were used. Four hundred and thirty-five questionnaires (325 Persian questionnaires, and 110 English questionnaires) were distributed and gathered. Data were analyzed using the SPSS 18 Software. The relationships between variables and factors were confirmed through confirmatory factor analysis and structural equation modeling techniques using LISREL8.72 software. The results confirmed the impact of cultural brand assets on perceived quality, brand awareness, and brand association. Additionally, it was found that there was significant correlation between brand awareness, perceived quality, and brand association. Perceived quality, brand association, and customer satisfaction also have a positive impact on brand loyalty. Lifestyle congruency and individual's similarity to brand have impact on customer satisfaction. In this research after investigating the factors affecting on customer loyalty of Mehr chain hotels in Yazd, university sector entered in such research areas until both marketers as well as researchers to use the findings for increasing consumer loyalty.

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Extending the Tourism Destination Image Concept into Customer-Based Brand Equity For A Tourism Destination

Abstract: Abstract

Cited by 19 publications

References 42 publications

The Determinants of Visitor’s Revisit Intention: A Lesson from Ijen Car Free Day

The Determinants of Visitor’s Revisit Intention: A Lesson from Ijen Car Free Day

Pamukkale destinasyonu imajının çekicilik faktörlerine göre değerlendirilmesi

Hotel Customer Loyalty: The Effect of Individual’s Similarity to Brand, Lifestyle Congruency and Cultural Brand Asset

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