The Causal Relationships between Components of Customer-Based Brand Equity for a Destination: Evidence from South Korean Tourists in Danang City, Vietnam

Tran, Trung; Thi, Quynh Nga Vo; Nguyen, Nguyen Phuc

doi:10.18488/journal.aefr/2017.7.4/102.4.358.367

Cited by 17 publications

(25 citation statements)

References 21 publications

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“…Destination branding including nation branding and place brandingoverview Koththagoda (2017) states that a destination should be meaningful to the customer and destination marketers should take care of travelers' expectations to satisfy them and attract new tourists. Vinh and Nga (2015) draw that destination brand awareness, destination brand image, destination perceived quality and destination brand loyalty effect each other positively. Yang et al (2015) explain that the service performance of a destination and word of mouth impact customer-based brand equity for a tourism destination.…”

Section: Literature Reviewmentioning

confidence: 91%

“…Yousaf (2016) explores stereotypical country images of Pakistan and assesses the extent of their unavailability. Vinh et al (2017) examine and approve the causal relationships between components of customer-based brand equity for Vietnam. Guajardo (2016) highlights the changes in Japan's nation brand that Japan's branding for the Tokyo 2020 Olympics is an opportunity for creating a future legacy for Japan, particularly in human resource development.…”

Section: Literature Reviewmentioning

confidence: 99%

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Customer-based brand equity index of Kurukshetra

Rani

2019

JTA

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Purpose This paper aims to analyze the customer-based brand equity index (CBBE-I) of Tourism Brand Kurukshetra. Design/methodology/approach For the purpose of this study, the author uses primary and secondary data on destination attractiveness of Tourism Brand Kurukshetra for a sample of 150 tourists including domestic and international. The study used structural equation modeling and factor weighting methods. Findings The research presents an investigation into the destination attractiveness index of Tourism Brand Kurukshetra in an emerging market, i.e. Kurukshetra. Tourism Brand Kurukshetra from the brand equity perspective is an attractive destination. Practical implications It suggests that the CBBE index of Kurukshetra ought to analyze a longitudinal study to get the proper image of Kurukshetra from a touristic perspective. It provides long-term attractiveness to enhance tourism. Originality/value This is the first brand equity study contributed to branding literature of Tourism Brand Kurukshetra. The index is an accomplished way to present the tourism condition of any destination.

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Section: Literature Reviewmentioning

confidence: 91%

Section: Literature Reviewmentioning

confidence: 99%

Customer-based brand equity index of Kurukshetra

Rani

2019

JTA

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“…Turizm literatüründe destinasyon sadakati, davranışsal ve tutumsal olarak iki şekilde ifade edilmektedir. Tutumsal destinasyon sadakati turistin bir çekim yerini diğer kişilere önermesi ve tekrar ziyaret etme niyeti olarak tanımlanırken (Myagmarsuren ve Chen, 2011;Pike ve Bianchi, 2013;Vinh ve Nga, 2015), davranışsal destinasyon sadakati turistin o destinasyona yönelik tatili tekrar satın almasıdır (Chi ve diğ., 2009). Destinasyon sadakati olan turistlerin, ilk defa o destinasyona gelen turistlere göre fiyat hassasiyetleri daha esnek olmaktadır (Petrick, 2004).…”

Section: Destinasyon Marka Sadakatiunclassified

Destinasyona Yönelik Marka İmajı ve Marka Sadakati İlişkisinde Algılanan Destinasyon Kalitesinin Aracılık Rolü

Koçoğlu

2019

Seyahat Ve Otel İşletmeciliği Dergisi

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ÖzBu araştırma, destinasyon marka imajı ve destinasyon marka sadakati arasındaki ilişkide algılanan destinasyon kalitesinin aracılık rolünü ortaya koymak üzere gerçekleştirilmiştir. Araştırmada, veri toplama yöntemi olarak anket tekniğinden faydalanılmıştır. Araştırma evrenini Nevşehir destinasyonu ve bu destinasyona gelen yerli turistler oluşturmaktadır. Araştırma bulgularına göre, Nevşehir'e gelen yerli turistler, destinasyon marka imajı ve destinasyon marka sadakatini orta seviyede olumlu değerlendirirken algılanan destinasyon kalitesini nispeten daha az olumlu değerlendirmişlerdir. Araştırmanın hipotezlerine yönelik sonuçlara göre, destinasyon marka imajı ile destinasyon marka sadakati arasında pozitif bir ilişki tespit edilirken, bu ilişkide algılanan destinasyon kalitesinin kısmi aracılık rolü olduğu belirlenmiştir.Anahtar Kelimeler: Destinasyon marka imajı, Algılanan destinasyon kalitesi, Destinasyon marka sadakati. AbstractThis research was carried out to show the mediating role of perceived destination quality in the relationship between destination brand image and destination brand loyalty. In the research, questionnaire technique was benefited from as data gathering method. The population of the research constitutes Nevşehir destination and domestic tourists coming to this destination. According to the findings of the research, domestic tourists coming to Nevşehir evaluated the destination brand image and destination brand loyalty at a positive moderate level and they evaluated the quality of the perceived destination relatively less favorably. According to the results related hypothesis of the study, it was found that there was a positive relation between destination brand image and destination brand royalty and the perceived destination quality had a partial mediation role on the relationship.

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“…Şekiller, sözcükler, sayılar, harfler, renk tertipleri ya da bütün bu imgelerin kombinasyonları ve hatta şahıs isimleri bile marka olabilme ihtimali olan işaretlerdir (Çetin, 2009:14). Vinh & Nga (2015)'e göre bu bakış açısı ile yaklaşıldığında markanın bir ürünün ayrılmaz parçası olarak değerlendirmektedirler. Markanın sadece fonksiyonel ihtiyaçları karşılamadığını ayrıca müşterilerin duyusal ihtiyaçlarını da karşıladığını belirtmişlerdir.…”

Section: Marka Kavramıunclassified

The process creating brand identity in destinations: A research on Anamur

Çetinsöz

Atsan

2019

Journal of Tourism Theory and Research

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The aim of the research is to determine the process of creating a brand identity of a destination.The sampling of the research contains 52 people consisting of the protocol of Anamur, non-governmental organizations, tourism establishments and some managers of institutions. Open-ended questions were conducted to determine the brand identity of Anamur in this research. Content analysis was applied, which is one of the qualitative analysis methods, to the data obtained through open-ended questions and for the destination brand personality, results of arithmetic mean and standard deviation were calculated, which are two techniques of descriptive analysis. According to the research findings, "natural values" and "historical and cultural values" have a significant role in the creation of brand identity of Anamur.

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The Causal Relationships between Components of Customer-Based Brand Equity for a Destination: Evidence from South Korean Tourists in Danang City, Vietnam

Cited by 17 publications

References 21 publications

Customer-based brand equity index of Kurukshetra

Customer-based brand equity index of Kurukshetra

Destinasyona Yönelik Marka İmajı ve Marka Sadakati İlişkisinde Algılanan Destinasyon Kalitesinin Aracılık Rolü

The process creating brand identity in destinations: A research on Anamur

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