A study of the correlation between tourism image and brand equity of century-old shops in Taiwan

Abstract

The study aims to analyze the relation between tourism image and brand equity of century-old shops in Taiwan. The study selects distinguished shops awarded with century-old and 60-year old shop reunion between 2013∼2018 for the scope of research, with objects comprising tourists visiting the century-old shops. Sampling distribution was conducted among 49 century-old shops in Taiwan and 12 shops were distributed with tourism questionnaires. Overall, a total of 500 questionnaires were distributed, and 438 valid questionnaires were returned. The study runs data analysis using SPSS statistics with analytical methods including the analysis of personal attributes, Pearson’s correlation analysis, and regression analysis. The research results reveal significance of correlation from tourism image to brand equity of century-old shops. The correlation between cognitive image and brand loyalty, brand awareness, perceived quality, brand association, other proprietary brand assets is significant. There is significant correlation from affective image to brand loyalty, brand awareness, perceived quality, brand association, and other proprietary brand assets. The research recommends Taiwan old shops to promote for awareness and make circulation design so that passengers will receive more affective experience, which will produce positive image. These old shops will leave more impression of the century-old shops in Taiwan on tourists by improving the internal service quality, so that the century-old shops become one of the tourism attraction images for sustainable operation.