Examining the Impact of Brand Equity and Value Proposition of Ecological Destination on Eco-tourists' Loyalty

Abstract

The importance of brand equity and value proposition has long been acknowledged by both academic scholars and marketing practitioners. Considerable researches in consumer products have supported brand equity and value proposition as the major predictors of loyalty. Despite the widespread recognition that the associations between brand equity, value proposition and loyalty are well documented, little understanding of how they influences loyalty in the eco-tourism context. Thus, this research was aimed to explore the impact of brand equity and value proposition of ecological destination on eco-tourists' loyalty towards Kaeng Krachan National Park. This study employed the questionnaires as the means in collecting data with the prospect samples of 419 Thai tourists. The samples were recruited by purposive sampling and quota sampling by specifying two destinations of Kaeng Krachan National Park including Kaeng Krachan dam and Praneun Trung hill. The eco-tourists' attitudes towards brand equity (brand awareness and brand image of ecological destination) and value proposition (functional, emotional and self-expressive benefits) as well as the impact of these mentioned variables on loyalty were investigated. The empirical findings supported brand image, brand awareness, functional benefits and emotional benefits as the determinants of future revisit intention as hypothesized. Furthermore, brand awareness, functional value and emotional benefits were found to be the prerequisite of word of mouth recommendation. Discussions of the findings are also included.