Destination Brand Research Articles

China's Cultural Tourism: Strategies for Authentic Experiences and Enhanced Visitor Satisfaction

The integration of local culture into tourist experiences is a crucial aspect of cultural tourism innovation, particularly in China. This study aims to explore the factors that influence this integration and its impact on tourist satisfaction. Specifically, the study investigates the independent variables of cultural heritage preservation efforts, cultural immersion initiatives, destination branding, community involvement, and technology adoption. Additionally, it examines the moderating effect of tourist cultural sensitivity and the mediating role of perceived cultural authenticity. Through a comprehensive literature review, qualitative and quantitative research methods, and data collected from both tourists and industry stakeholders, valuable insights into the cultural tourism landscape in China are obtained. The findings underscore the significance of cultural heritage preservation efforts as a foundation for providing authentic and immersive experiences. Moreover, destination branding emerges as a key tool for effectively communicating and promoting the unique cultural aspects of a destination. The study highlights the importance of community involvement in the planning and implementation of cultural tourism initiatives, as it fosters a sense of ownership and leads to sustainable and meaningful experiences for tourists. Furthermore, the integration of technology in cultural tourism enhances visitor engagement and provides innovative ways to showcase local culture. The moderating variable of tourist cultural sensitivity influences the relationship between cultural tourism initiatives and tourist satisfaction. Tourists with higher cultural sensitivity exhibit a deeper appreciation for the cultural experiences offered, thereby enhancing their overall satisfaction.

The Impact of Technological Competence and Service Innovation Implementation on Brand Equity: A Case Study of Hotel Industry in Vietnam

This paper aims to propose and investigate two new antecedent factors (Technological competence and service innovation implementation) that affect hotel brand equity development in the context of the hotel. Questionnaire data were collected from 215 domestic tourists who have traveled to at least one experience using service to stay at 4-5 star hotels. The results of empirical tests using a structural equation model support the research hypotheses. The findings support direct positive links between technological competence, service innovation implementation, and the dimensions of brand equity, as well as the positive relationship between overall brand equity and its dimensions, except for the effect of destination brand awareness. Finally, relevant implications are provided for destination marketers to improve hotel brand equity in the tourism industry.

CO-CREATION ACTIVITY AS MODERATOR IN THE DESTINATION BRAND ATTACHMENT MODEL TOWARDS CUSTOMER INTENTION TO REVISIT DESTINATION IN INDONESIA AND TIMOR LESTE

This research aims to develop the model by testing and analyzing: 1) the impact of perceived quality towards destination brand attachment; 2) the impact of destination brand attachment towards memorable customer experience; 3) the impact of memorable customer experience towards intention to revisit the destination; and 4) the impact of destination brand attachment towards intention to revisit the destination. 5) whether co-creation activity becomes a moderator for the influence of memorable customer experiences on the intention to revisit the destination. This research uses a sample of respondents who visited hospitality locations in Indonesia and Timor-Leste. The sampling method is purposive sampling, and the characteristics of the respondents are youths who have visited the hospitality locations, whose age range is between 20 and 40 years old, and who have visited at least three times within the last three months. The respondents are 175 people from Indonesia and 75 people from Timor-Leste. This research is essential because: 1) the findings from this research are expected to support the development of knowledge by adding new literature that can be used as a reference for other researchers who want to do further research, especially regarding destination brand attachment; 2) this research is expected to be able to benefit entrepreneurs in the hospitality industry. Hopefully, this research can offer them new points of view as considerations for making decisions or strategies for developing their places. The findings of this research are: Hypotheses 1 to 4 show significant results: activity co-creation becomes a moderator that strengthens the influence of memorable customer experience towards intention to revisit destination in Indonesia, while co-creation activity does not become a moderator that strengthens the influence of memorable customer experience towards intention to revisit destination in Timor Leste.

Unlocking the precursors of destination brand love: the roles of self-congruence and destination brand immersion

PurposeIn the competitive realm of destination branding, understanding the factors that lead tourists to develop a deep emotional connection with a destination’s brand is essential. At the heart of this emotional bond lies destination brand love – an exceptionally profound sentiment transcending mere satisfaction or preference. This concept has recently garnered attention from both tourism academia and industry practice. However, there remains a void in exploring the factors and mechanisms that pave the way for tourists to develop deep affection for a destination’s brand. This study examines the influences of self-congruence and destination immersion on destination brand love. In addition, the linkages from the four facets of self-congruence to destination brand love via the mediating role of destination brand immersion are also scrutinized.Design/methodology/approachWith data collected from 421 tourists in Vietnam, the partial least squares structural equation modeling (PLS-SEM) approach was applied to test the research model and hypotheses.FindingsThe results reveal that (1) ideal and ideal social self-congruence impact destination brand love, (2) all four facets of self-congruence impact destination brand immersion and (3) there is an indirect effect of the four facets of self-congruence on destination brand love, mediated by destination brand immersion.Practical implicationsThe study’s findings provide evidence that destination characteristics must be symbolic of the destination brand and consistent with its image among tourists, which is essential in understanding the complex behavior of tourists. Indeed, the results indicate that facets of self-congruence significantly influence both destination brand immersion and destination brand love. Therefore, destination marketers should develop marketing strategies that emphasize personal relevance to the tourist destination to increase their sympathy and love for the destination.Originality/valueAdapting self-congruence theory and the psychology of flow theory, this study presents a model that elucidates both the direct and indirect relationships among the four facets of self-congruence: destination brand immersion and destination brand love based on the aspects of congruence between tourists and destinations. From this, it helps to explore the factors and mechanisms that pave the way for tourists to develop deep affection for a destination’s brand.

“How Brands Can Influence Consumers’ Attitudes Towards Visiting Brand-related destinations”

Abstract The image of a tourist destination is a fundamental element in understanding the process of analysis and choice by tourists. Destination Marketing Organizations (DMOs) work in a coordinated way to promote the qualities of a destination. However, other stimuli may escape the direct control of these organizations. Among these stimuli, there is a gap in the literature that has not been studied so far: the possible effect of brands linked to a destination on consumers’ attitudes toward visiting that destination. This article analyzes this effect through the consumer satisfaction effect on customer-based destination brand equity (CBDBE). The results confirm this chain of effects. From a theoretical perspective, we contribute to reinforcing studies that analyze the effect of CBDBE on destination choice. From a mangerial point of view, we highlight the need to expand the reference of stimuli that can affect CBDBE for a greater impact and efficiency of the actions developed by DMOs.

Snapshots of nature: Harnessing Flickr data to frame sustainable brand positioning strategies for Thailand's national parks

National parks, crucial for nature-based tourism, often grapple with balancing marketing and sustainability objectives. Destination brand positioning offers a solution, yet techniques leveraging social media data for strategic positioning remain scarce. This research introduces a method, using Flickr photos, to: (a) identify the key features that define the brand identity of Thailand's national parks, (b) develop a categorical framework to group these parks based on their features and (c) uncover the distinctive features that differentiate parks within each identified category. Utilising Google Cloud Vision AI and LDA topic modelling, 51,387 photos across 125 parks were analysed, revealing 11 topics. K-Means clustering, supplemented by an innovative associative word analysis, discerned five park categories, and the distinctive features of each park. The findings advocate for Thai national parks to adopt strategies including brand positioning, repositioning, demarketing, and collaborative branding to harmoniously bridge sustainability and market demands. Management Implications•Association analysis can serve as an important tool for DMOs and conservation agencies to better understand and manage points of difference in nature-based tourism destinations.•The results of association analysis can inform brand positioning, repositioning, demarketing, and collaborative branding strategies that balance market needs with sustainability.•Distinctive brand positioning can be used to promote lesser-known destinations. Repositioning can be used to promote other strategic images and attributes of the destination. E.g., Khao Khitchakut National Park, which is famous for “Buddha footprint” can promote outstanding natural trails and wildlife that could attract high-value tourists. Demarketing may be necessary to conserve the uniqueness of certain destinations. We show some examples with overtourism that are put under great concern and should rely on carrying capacity strategies.

Shopping destination brand equity and service quality

Shopping destination brand equity and service quality

How hosting a mega-event changes the emotional connection of spectators with destination brands: brand personality of the Olympics and South Korea

ABSTRACT This study examines the legacy of hosting a mega-event through the brand personality of the host nation and mega-event, using a longitudinal approach. Specifically, we investigated how spectator perceptions of the brand personality of South Korea and the 2018 PyeongChang Winter Olympic Games changed over time - before (T1), during (T2), and after the event (T3). The findings showed that the components of excitement, competence, and ruggedness in South Korea increased during the event (T2), but the traits of excitement and ruggedness were not sustained after the event (T3).

Erasmus-driven destination experience and students’ ambassadorship behaviour: A multi-stakeholder perspective

This work aims to a) analyze the tourist experience of Erasmus students in terms of place attachment and b) explore their potential to act as destination brand ambassadors of a hosting destination. It builds on previous literature of international students as tourists, with a wider scope as more publics are involved and both current and future behaviours are explored. Through a qualitative approach run in Valencia (Spain) with three techniques (focus groups, open-ended questions, and personal in-depth interview) we gather information from four stakeholders (current and former Erasmus students, academic coordinators, and students’ tourism managers). By using verbal content analysis, this varied information was coded to answer five research questions. The results revealed accordance among stakeholders around four interconnected dimensions: academic, social, cultural, and personal or psychological. Insights on cognitive and affective place attachment are found, and on both behavioural (returning) and attitudinal (recommending) loyalty. Results from a multi-stakeholder perspective offers insights on the potential of Erasmus students for spreading substantial positive word-of-mouth to more publics than just other students. Building up on the theory of university alumni as a repeat visitor, this paper brings subjective impressions that can help tourist managers to consider Erasmus students as brand ambassadors as they show attitudinal and behavioural loyalty.

Dynamic Mechanism of Destination Brand Diffusion: Agent-Based Modeling and Simulation

In recent years, social media has emerged as an important channel for the dissemination of destination branding. Despite the fact that the dissemination of information through social media enables a broader audience to become acquainted with destinations, the dissemination process of trending events exhibits variances. Consequently, the precise impact of the underlying mechanisms that govern the spread of information on the efficacy of disseminating destination brand trending events remains ambiguous. In an endeavor to bridge this gap, an improved SEIR model was developed in this research to investigate the dynamic dissemination mechanisms and influencing factors of destination trending events within social media. The model was applied to simulate the diffusion mechanism of destinations’ trending events. The results show that during the dissemination process of destination trending events on social media, the proportion of users affected at different stages influences the ultimate effectiveness of information propagation. In light of these insights, this research proposes a social media trending event dissemination strategy to aid in enhancing the propagation efficiency of destination brands through existing resources.

Viral Tourism: Utilization of Viral Marketing in Social Media through Destination Brand Quality and Value to Improve Travel Decisions in the Emerging Tourism Area

Viral Tourism: Utilization of Viral Marketing in Social Media through Destination Brand Quality and Value to Improve Travel Decisions in the Emerging Tourism Area

Unveiling the relationship between travel decision motives and destination brand equity in wedding tourism

This study investigated the travel decision motives and the decision-making factors influencing wedding tourism, and the factors that pull people to choose a specific wedding location destination. A structured online questionnaire was distributed to 101 brides and grooms that have already done or they have scheduled to experience wedding tourism. Multiple linear regression analysis was used to test the research hypotheses, and the findings revealed that perceptions of a wedding destination influence its destination brand equity. Furthermore, travel decision motives have the highest impact on the wedding destination decision-making process, followed by health and safety standards and service quality. These findings provide insight into the factors that affect the appeal of a wedding destination in the tourism market.

Determinants of loyalty in destination branding: perspective from supply side

Determinants of loyalty in destination branding: perspective from supply side

Investigating the Role of Food Tourism in Shaping Destination Branding : A Qualitative Research Perspective

Investigating the Role of Food Tourism in Shaping Destination Branding : A Qualitative Research Perspective

THE SIGNIFICANCE OF TRADITIONAL DAYAK CULINARY HERITAGE IN ESTABLISHING DESTINATION BRAND IDENTITY FOR TOURISM DEVELOPMENT IN CENTRAL KALIMANTAN

This study aimed to examine the growth of the traditional culinary industry sector in Central Kalimantan and its relationship with tourist destinations, emphasizing its role as a branding tool that shapes the destination brand identity in Central Kalimantan. The research methodology employed was qualitative with a focused case study approach in Central Kalimantan. Data were obtained through triangulation techniques, including observation, interviews, and the analysis of documentary data, involving various informants such as officials from the Ministry of Culture and Tourism, academicians, tourism destination managers, culinary entrepreneurs, tourists, and local communities. Data analysis utilized an interactive model comprising data collection, data condensation, data display, and conclusion stages. The research findings highlighted the diversity of Dayak culinary offerings in Central Kalimantan, including Juhu Umbut Rotan, Juhu Singkah Enyuh, Juhu Kujang, Chips made of Kalakai, Kalumpe, Sambal Kandas Sarai, and Kenta through the Mangenta process, demonstrating positive impacts on the development of tourist destinations. Furthermore, Dayak culinary practices were elevated as a branding element capable of shaping destination identity. The synergy between the government and local communities is vital in promoting Dayak culinary heritage to fortify destination brand identity and boost tourism allure. Through cohesive collaboration, Central Kalimantan can effectively leverage Dayak cuisine's distinctiveness to build a robust and sustainable destination brand. To maximize this potential, fostering strong synergy among the government, local communities, and culinary entrepreneurs is crucial. Proactive government engagement, sustained support for culinary entrepreneurs, organizing culinary festivals to enhance global awareness, targeted backing for enterprises like MEFs Food & Snacks, active community participation in digital marketing, and continuous research to monitor market trends are pivotal.

Destination Identification and Destination Community Identification as Drivers of Destination Brand Value Co-Creation in Emerging Tourism Destinations: A Social Identity Theory Perspective

ABSTRACT This study investigates the impact of destination identification and destination community identification on the co-creation of destination brand value through tourism ethnocentrism. Data from a survey of 302 local residents in Dodoma City, Tanzania, were analyzed using structural equation modeling. The results demonstrate that both destination identification and destination community identification influence the co-creation of destination brand value through tourism ethnocentrism. This study suggests that fostering local residents’ connection to both the tourism destination and its communities is essential to promote their participation in co-creating destination brand value. Furthermore, it highlights the theoretical significance of social identification categories, such as destination identification and destination community identification, as key drivers motivating local residents to engage in co-creating destination brand value.

The Impact of Destination Brand Authenticity on Tourist Loyalty in Yogyakarta: A Study on Generation Z

This research aims to determine the effect of authenticity on loyalty through the interaction of tourists in Yogyakarta. The City of Yogyakarta, a tourist destination located in the heart of the island of Java, is designated as a Super Priority Tourism Destination area to accelerate the regional economy. Until July 2022, 3.9 million recorded tourists were visiting Yogyakarta City destinations. Understanding tourist loyalty can help destination marketers reduce marketing costs. In previous studies, it has been found that tourist loyalty is influenced by destination brand authenticity and is supported by the involvement of destination brand engagement. This research is quantitative and was carried out using a survey method. Data analysis was performed using simple and multiple regression analysis using the SPSS (Statistical Package for Service Solutions) version 26. The results showed a direct influence of brand authenticity and engagement on tourist loyalty and an indirect effect. Between brand authenticity and tourist loyalty through destination brand engagement. Tourist destination managers, especially D.I Yogyakarta, can use the results of this research to design the Yogyakarta City destination brand in a marketing strategy that can re-attract tourists in Yogyakarta.

Do destination personality and self-congruity matter for the pro-environmental behavioral intention? Nature-based pro-environmental behavior

PurposeThe study aims to draw on the self-congruity theory to investigate the relationship among destination personality (DP), self-congruity and tourists’ pro-environmental behavioral intention (BI) among Guangzhou citizens who have experienced nature-based tourism (NBT).Design/methodology/approachThe survey-based quantitative research was divided into two rounds, namely, a preliminary study exploring the dimensions of DP and the verification of whether the DP dimensions that significantly affect pro-environmental BI in step one would be selected for the main research to validate the conceptual model.FindingsThe results suggest that wholesome, one of the destination personalities, strongly predicts tourists’ pro-environmental BI, while actual self-congruity plays a mediating role between sincere, another DP, and tourists’ pro-environmental BI.Practical implicationsIn practice, it offers multidimensional knowledge and robust evidence-based recommendations for the sustainable development and destination branding of NBT destinations in the post-epidemic era.Originality/valueThe study presents pioneering work that reveals previously underestimated factors influencing pro-environmental BI.

THE ROLE OF INFORMATION SYSTEMS IN ADVANCING SMART VILLAGES: A RURAL TOURISM CASE STUDY

Recent studies highlight the need for a deeper understanding of the ways in which information systems, local government policy and community involvement affect the development of rural tourism. By using Structural Equation Modelling and Partial Least Squares (SEM-PLS), the current study aims to analyze the role of information systems, local government policy and local community engagement in rural tourism development. Using data from 69 participants in Watesjaya village, Bogor regency, the study analyzes multiple relationships among latent constructs. The data, encompassing variables such as system quality, information quality, local government policy, local community engagement, destination branding, and rural tourism development, undergoes meticulous reliability and validity assessments. Results from the SEM-PLS analysis unveil significant relationships and insights. Local community engagement emerges as a pivotal factor, positively influencing tourist satisfaction (0.499) and moderately affecting destination branding (0.239). However, local government policy exhibits a less pronounced positive impact on tourist satisfaction (0.069847) and a notable negative influence on destination branding (-0.300460), underscoring the need for policy realignment. Information quality paradoxically influences tourist satisfaction negatively (-0.185) and destination branding (-0.158), highlighting areas for strategic improvement. Meanwhile, information system quality positively affects tourist satisfaction (0.055) and significantly contributes to rural tourism development (0.783). This study provides a better understanding of stakeholders about rural tourism development by focusing on information system quality, information quality, local government policies, and local community engagement The study indicates that information system quality and local community engagement can be valuable indicators for boosting rural tourism development and improving tourist satisfaction.

Brand destination loyalty: the antecedents of destination brand experience

Brand destination loyalty: the antecedents of destination brand experience