Product–place image and destination brand equity: special reference to “Kerala is an ayurvedic destination”

Abstract

Purpose This paper aims to analyse the relationship between the image of a tourism product and destination brand equity in the context of Kerala's Ayurveda. The study also examined the influence of destination image (DI) and hospital brand image (HBI) and the mediating role of total experience (TEX). Design/methodology/approach The research analysed 342 primary data from Ayurvedic tourists who visited Kerala for the treatment. Findings Results show that product–place image (PPI) and DI significantly influence the brand equity, but the HBI is insignificant towards the brand equity. Even though HBI does not directly influence Kerala's brand equity, it has a strong relationship through TEX (mediating variable). Practical implications This study can be implemented by destination marketing organization and tourism authorities while making strategic decisions and plans for the image creation of a tourist place. Originality/value People perceive some products from a particular place as having superior quality and uniqueness. As far as a tourist destination is concerned, a “tourism product” associated with the destination will also uplift its popularity. The study has investigated the image of this “product–place” combination in medical tourism.

Benchmarking urban competitiveness for economic recovery: an application to Porto and Lisbon

“…It has been defined as the ability of a city to attract and retain investment, resources, people and skills over time (Martin and Simmie, 2008; Pike et al , 2016; Ni et al , 2019; Carpentieri, 2020), becoming, over the past decades, a topic of intense debate and renewed interest in the study of urban development and place management (Camagni, 1999; Kresl and Ietri, 2014; Esmaeilpoorarabi et al , 2016; Camagni et al , 2017; Blakely et al , 2019; Ni et al , 2021). On the one hand, beyond urban economic growth, contemporary approaches to urban competitiveness see it as closely related to a city’s ability to provide high levels of quality of life, social inclusion, equitable access to goods and services, image distinctiveness and place-based economic development (Carvalho et al , 2017; McCann, 2004; Balsas, 2020; Gargiulo and Sgambati, 2022; Sun and Yang, 2022) and hence a close theoretical and empirical connection emerged between urban competitiveness and place management studies (Kavaratzis and Ashworth, 2008; Halme, 2017; Jawahar and Muhammed M.K., 2022). On the other hand, it has been argued that urban competitiveness has variegated forms and should therefore be studied in context (Gargiulo and Papa, 2021; Malecki, 2002; Sgambati et al , 2022), both in relation to wider geographical scales and taking into consideration intra-metropolitan settings (Shen, 2007; Bruneckiene et al , 2012).…”

A Comparative Study for Eco lodges Architecture to Brand Position Wellness Destinations in Egypt

“…(Jawahar & M.K., 2022) (Travel Weekly, 2022  Architecture Forma. Ayurveda Massage Room b.The lodge Architecture form Figure (6) Banasura Hills Attractions Source: (Banasura Hills Lodge, 2022)…”