The role of brand associations on the development of place attachment into outdoor adventure tourism destinations

Καραγιώργος, Θωμάς; Lianopoulos, Yannis; Alexandris, Konstantinos; Kouthouris, Charilaos

doi:10.1016/j.jort.2023.100617

Cited by 5 publications

(1 citation statement)

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“…Skala pengukutan variabel attitude toward brand mengacu pada ahli marketing (Kotler & Armstrong, 2020), ini merupakan skala pengukuran terbaru dalam pengukuran attitude toward brand, karena merepresentasikan penawaran dan image sehingga brand dapat menempati suatu tempat unik di pikiran para wisatawan. Sedangkan pengukuran brand image mengacu pada 4-item indikator yang menekankan pada 2 aspek yaitu cognitive dan affective evaluation (Gómez et al, 2018), dan pengukuran city brand equity mengacu pada beberapa ahli (Bonisoli & Blacio Guañuna, 2023;Gómez et al, 2018;Karagiorgos et al, 2023). Untuk variabel brand preference, penelitian ini melakukan adopsi dua sumber yang menekankan aspek first choice dan visit preferences (Molina et al, 2017) & (Boubker & Douayri, 2020).…”

Section: Metodeunclassified

Evaluasi Branding Kota Payakumbuh Sebagai Kota Rendang

Syarif Hidayatullah,

Ma’ruf,

Verinita

2024

publicuho

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This study focused to find out the relationship among several aspects such as attitude toward the brand, brand image, brand equity, and brand preference. By using a quantitative approach and online questionnaires were distributed to 143 tourists who had visited the city of Payakumbuh as Kota Rendang in the last 5 years. A purposive sampling technique with several criteria was used to separate unqualified participants, and then the data was analyzed with the Structural Equation Modeling - Partial Least Square (SEM-PLS) technique by assisting Smart-PLS Software's latest version. The result shows that all research expectations are met.

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