Destination Brand Awareness Research Articles

Unlocking the relationship between destination brand value and tourists' intentions to visit: A case study in Quang Binh province

This study aims to explore the factors that constitute the concept of destination brand value and analyze the influence of these elements on tourists' intention to choose a destination. The destination is seen as a brand that builds and maintains a unique venue image, enhances its competitive position and attracts visitors to this destination. Vietnam has much potential to attract tourists with its scenic landscapes and historical cultural relics. However, since COVID-19, attracting tourists has yet to be able to compete with other countries in the region such as Thailand, Singapore and the Philippines. How can Vietnamese destination brand value be improved to compete in attracting tourists? To answer the above research question, a quantitative approach was applied. Data was collected from 295 tourists intending to visit Quang Binh, a central province of Vietnam with many famous natural, cultural and historical attractions. Through exploratory factor analysis, research results show that three factors of brand value impact the online travel experience: destination image brand quality, destination brand awareness and destination brand image. This study confirms the positive relationship between online destination brand experience and destination intention to visit. Some implications are proposed for managers in the tourism industry to improve the competitive advantage of the Quang Binh destination brand.

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.

Effects of the Tourism Information Quality in Social Media in Generating Destination Brand Awareness among Youth

The quality of tourism information content uploaded on social media should be of good quality so that destination brand awareness reaches tourists. Therefore, this study is aimed to determine the implication of tourism information quality in social media in generating destination brand awareness among youth. There are five dimensions under the quality of information content which are added value, relevance, timeliness, completeness and interesting. This study is also aimed to increase the level of high-quality information that can influence the promotion of tourist destinations. Quantitative research is used in this study and the respondents are among youth between the ages of 15 to 24. The fieldwork is conducted in Melaka by using convenience sampling which involves choosing a sample from the youth of the population. The researchers have collected 200 completed questionnaires. Descriptive analysis is used to analyse the data collected. Results indicate that the quality of tourism information content in social media allows tourists to plan destinations better and indirectly build destination brand awareness among youth.

Exploring Antecedents of Destination Loyalty: A Comprehensive Analysis of Island Destination Image, Brand Awareness and Satisfaction

This study examines the antecedents of destination loyalty and its relation to destination image (cultural image, environmental image, and socio-economic image), brand image and awareness and destination satisfaction in island destinations. This study raises important questions concerning how cultural image, environmental image, socioeconomic image, destination brand image, destination brand awareness and destination satisfaction affect destination loyalty. This research attempts to identify (1) the effect of Destination Image on Tourist Satisfaction and (2) To examine the effect of Destination Image towards Destination Loyalty. The study empirically tests the predicted relationship by using a survey of 147 local tourists after the moving control order ended in Malaysia. Data were collected by a physical survey of 147 local tourists. The data were modeled with partial least squares structural equation modeling. Based on 147 valid responses processed with Smart PLS software, the results confirm most of the research hypotheses. The study reveals that destination brand awareness, environmental image, and environmental knowledge affect tourists at Tuba Island. However, the socioeconomic image doesn't significantly impact tourism satisfaction. Additionally, destination brand, destination image, and environmental image contribute to tourist loyalty at Tuba Island, with loyalty not being the main factor driving satisfaction or loyalty to the island. The findings are useful for all stakeholders of tourism development in Langkawi and Tuba Island, Malaysia

The relationships among social media communication, brand equity and satisfaction in a tourism destination: the case of Danang city, Vietnam

PurposeThis paper aims to examine the role of social media communication, tourist satisfaction and destination brand equity components in enhancing destination brand equity based on the Stimulus – Organism – Response (S-O-R) theory.Design/methodology/approachThe conceptual model and research hypotheses were assessed using covariance-based structural equation modeling (SEM). An online survey was used to collect data from 369 domestic tourists who had traveled to Danang and knew about content related to Danang generated by either DMOs or other users on social media.FindingsExcept for the effect of DMO-generated social media communication on tourist satisfaction and the impact of destination brand awareness on destination brand loyalty, the findings confirmed the sequential causal relationships between research concepts based on the S-O-R model.Research limitations/implicationsFuture research should explore the proposed model based on comparisons of different nationalities to better understand the impact of cultural factors.Practical implicationsDMOs should associate social media with their marketing strategies to enhance destination brand equity, using cutting-edge technologies to create content and update information in a significant way to make communications by DMOs more effective. The findings especially suggest that UGC plays a vital role in improving brand equity dimensions, so DMOs could exploit UGC to engage existing customers and build relationships with potential customers. This research provides guidance for DMOs to improve their brand equity based on social media.Originality/valueThis study has contributed to the destination marketing literature by applying the S-O-R theory to propose a pathway for effectively increasing destination brand equity and highlight the importance of social media communication as a driver to achieve a hierarchical relationship between destination brand equity components and tourist satisfaction from stimulus to organism (e.g. cognition to affect).

The role of destination cognitive image and customer value in the effect of destination brand awareness on e-wom in the context of social media: A study in Cappadocia

The role of destination cognitive image and customer value in the effect of destination brand awareness on e-wom in the context of social media: A study in Cappadocia

TURİZM REHBERLİĞİ ÖĞRENCİLERİ GÖBEKLİTEPE’NİN MARKA FARKINDALIĞINA SAHİP Mİ?

When the destinations are evaluated within the scope of cultural tourism, the archaeological sites in the destinations have an important place for people curious about the past. Göbeklitepe, one of these archaeological sites, is located near Örencik village of Şanlıurfa Province. As a result of the archaeological excavations made in Göbeklitepe, whose history dates back to 10,000 BC, it has been determined that the archaeological site is the oldest place of worship and settlement in Anatolia so far. As a consequence of the excavations carried out in Göbeklitepe, symbolized by "T"-shaped stones, many more figures such as animal statues, jewelry and flint tools were unearthed. Göbeklitepe, the most exciting and intriguing archaeological discovery of recent times, is a unique sacred place of the Neolithic Period in terms of the location, dimensions, dating, and monumentality of architectural remains and sculptural pieces, and is the largest human-made cult center in the world to date. The purpose of the research carried out in this direction is to determine whether the students of the tourism guidance department have Göbeklitepe destination brand awareness. A questionnaire prepared for this purpose was applied to 383 graduate and undergraduate students of Tourism Guidance in Turkey. It was concluded that the brand awareness of Göbeklitepe differed according to the class level of the students, and the sources of learning about Göbeklitepe differed as their education levels differed. Within the scope of the study, suggestions were made to the instructors and students of the tourism guidance department.

Building the Brand Image of Demak as a Center for Religious Tourism Destinations through Brand Development and e-WOM

This paper aims to investigate the factors that influence the brand image of a destination. This research examines the impact of destination brand awareness, brand quality, and e-WOM on destination brand image. The sample data used in this study were 112 respondents from 7 provinces in Indonesia. Multiple linear regression was used to test the significance of the effect of the independent variable on the dependent variable. The results of the IBM SPSS 25 test show that the destination and the quality of the destination brand can affect the destination's brand image; on the other hand, e-WOM cannot. Tour service providers can predict tourist behaviour through this paper. As for academics, this paper can be used for further research by integrating branding strategies as predictors of the destination image. Empirically this research helps improve understanding of how to communicate a brand in a destination.

Kvalitet gastronomskih manifestacija u funkciji jačanja kapitala brenda turističke destinacije - studija slučaja Vojvodine

The paper examines the influence of the quality of gastronomic manifestations on tourist destination brand equity. The research was conducted on the example of the tourist destination of Vojvodina. More precisely, the research was conducted on a sample of 600 visitors at 32 gastronomic manifestations, which were organized on the territory of Vojvodina in the second half of 2022. The survey was conducted during the holding of gastronomic manifestations. The research was conducted using SEM. The results show that the quality of gastronomic events has a positive impact on strengthening the brand equity of the destination. This conclusion was drawn based on findings that show that all dimensions of the quality of the hospitality event have a positive impact on all components of brand equity. The results of the survey show that food at the event has the greatest impact on destination brand equity, while souvenirs have the least impact. The facilities at gastronomic events have a significant impact on brand quality, while the informational services at a gastronomic event have a significant impact on destination brand awareness.

Investigating the Impact of Tourism Destination Brand Equity on Trust, Satisfaction and Loyalty to Destination Brand (Case Study: Bamyan-Afghanistan)

ABSTRACT The aim of the present research is to investigate the effect of the destination brand equity on domestic and foreign tourists emphasizing their satisfaction and trust regarding the tourism destination of Bamyan province in Afghanistan. This province is a famous and important part of the central plateau, which is the property of ancient civilization. Its distance from Kabul is 245 km. The research is applied, descriptive and correlational. The population of the study includes tourists of Bamyan tourism destination. The sample size based on Morgan’s table for an unlimited community was equivalent to 384 tourists, and finally 387 questionnaires were analyzed. The research findings indicate the destination brand awareness has a positive and significant effect on the destination brand quality (services and natural). The destination brand quality (services and natural) have a positive and significant effect on the destination brand value (functional and hedonic). The above-mentioned values have a positive effect on the destination brand trust. The destination brand trust has a significant effect on the destination brand satisfaction. Moreover, the destination brand satisfaction has a significant effect on brand introduction and tourists’ re-visit. This study examines the special value of the tourist destination brand for one of the lesser known tourist destinations in Afghanistan, namely Bamyan province and its attractions. The effect of this value on tourists’ satisfaction and loyalty has also been measured.

The impact of integrated marketing communications consistency on destination brand equity in times of uncertainty: the case of Croatia

El impacto de la coherencia de la comunicación integrada de marketing en el valor de marca de un destino en tiempos de incertidumbre: el caso de CroaciaResumenObjetivoEste artículo examina cómo la coherencia del mensaje que se pretende conseguir a través de la Comunicación Integrada de Marketing (CIM) puede generar un fuerte valor de marca de un destino turístico en un entorno muy dinámico y si este proceso se ve afectado por el riesgo percibido del COVID-19.Diseño/metodología/enfoqueLa recogida de datos se ha llevado a cabo entre 333 turistas internacionales que visitaron Croacia, un destino que ha experimentado un auge turístico notable en la temporada de verano/otoño de 2021, independientemente de la pandemia. Para el análisis de datos, se ha empleado la técnica de mínimos cuadrados parciales PLS-SEM.ResultadosLos resultados muestran que la coherencia de la CIM tiene un impacto significativo en las cuatro dimensiones del valor de marca de un destino, es decir, notoriedad, imagen, calidad percibida y lealtad. Este impacto es más alto en el caso de la notoriedad y más bajo en el caso de la lealtad. El riesgo percibido del COVID-19 modera los efectos de la coherencia del mensaje en la imagen de marca y la calidad percibida.Originalidad/valorSegún el conocimiento de los autores, este es el primer estudio que examina el papel de la coherencia de la CIM en un contexto turístico durante tiempos inestables. Se analiza el impacto de la coherencia de la CIM en diferentes componentes del valor de la marca de destino, dando así respuestas a las llamadas más recientes de la literatura turística. Se consideran los efectos moderadores del riesgo percibido, proporcionando así implicaciones adicionales en un contexto de alta incertidumbre. Finalmente, la coherencia de la CIM se evalúa desde el punto de vista del consumidor, adoptando así el enfoque “de afuera hacia adentro”, que es uno de los principios base de la CIM.

The Moderator Role of Culture in the Relationship between Destination Brand Equity and Travel Intention

Brand equity and destination branding subjects are among the most important issues in the field of destination marketing that have concerned the business managers and destination management organizations operating in the tourism sector. Particularly in recent periods, as a result of the growing competition, there has been a significant increase in the studies on the branding of a destination. The main objective of this research is to determine the effect of destination brand value on travel intention and examine the moderator role of cross-cultural differences in this effect. Another primary objective of the research is to ascertain the effect of destination brand equity on travel intention. Besides, the moderator role of intercultural difference on the mentioned effect has been examined. The research was carried out with the participation of 395 tourists from different countries in Side, considered one of Turkey's most important tourist destinations. The research data were collected by convenience sampling method, and the created model was tested with structural equation modeling. Besides, Process Macro was used in order to determine the moderator effect. When the research results were examined, it was concluded that the brand equity dimensions of destination brand awareness and destination loyalty had a significant effect on travel intention. In addition to these, tourists from Europe and Asia play a moderator role in this effect. The absence of a study among the studies that measure the relationship between brand equity and travel intention that determines the moderator role of culture reveals the originality of the study and its contribution to the literature. In the light of the results taken from the research, a number of suggestions have been presented to sector representatives, academicians studying in the literature, and destination management organizations, as well.

Brand Value and Tourists’ Satisfaction in Lombok Indonesia as a Halal Tourism Destination

Since 2015, the Ministry of Tourism and Creative Economy of the Republic of Indonesia has appointed Lombok of West Nusa Tenggara as a halal tourism destination. Because of its natural beauty, which is comparable to that of Bali, the majority of the population is Muslim, and the island has a distinct religious culture and history, Lombok has a lot of promise in promoting halal tourism in Indonesia. This study intends to elucidate the relationship between destination brand awareness, brand image, brand quality, and destination brand value in increasing the destination brand satisfaction of tourists visiting Lombok. This study proposes a new model and clarifies the concept of a new indicator on the variable of destination brand value. Upon analysis of structural equation modeling (SEM) using convenience sampling employing WarpPLS software to 250 respondents, it was proven that the research model was accepted with a coefficient of determination (R2) of 86.6%. The proposed model shows destination brand value to be a determinant of tourists’ satisfaction. The model also proves that indicators of convenience, reasonable cost, fun, and getting benefits make a positive contribution to brand value destinations. This study offers practical implication that tourism managers should pay attention to and improve brand image, which currently has little impact on destination brand value, by building brand popularity and competitive advantages.

Generating destination brand awareness and image through the firm's social media

PurposeThe role of social media in the tourism industry growth cannot be ignored, because today the internet and social media platforms are one of the most popular information channels used by potential tourists and have become one of the main sources of online travel information. This study investigates the role of content cues of tourism information quality provided in Elie Gasht firm's Instagram page on enhancing awareness of the destination brand and forming users' destination image.Design/methodology/approachA quantitative research design was used to validate the hypotheses proposed in this research. A survey was deployed using the convenience method among 187 users of Elie Gesht's Instagram page to test the theoretical model. The structural relationships in the research were examined using the partial least squares structural equation modeling.FindingsThe findings of the present research indicated that the content cues of the quality of information provided by the firm have a positive effect on enhancing destination brand awareness and in turn improve affective image and cognitive image. Eventually, the content cues of the quality of information provided by the firm impact the formation of a conative image through the affective and cognitive image of the destination.Practical implicationsPragmatically, the findings of this study urge policymakers of tourism companies, managers and destination marketers to take into account the special role of the firm's social media in enhancing destination brand awareness, which in turn promotes destination brand image. Therefore, providing empirical evidence on what leads to the promotion of destination brand awareness and different types of image formation of the destination due to information content quality provided by the firm on social media, provides managerial insights for corporate marketers and tourism destinations.Originality/valueThis study contributes to the body of knowledge on the role of quality of tourism information content presented in the firm's social media by providing empirical evidence on enhancing destination brand awareness and destination image formation. It also helps firm managers and planners build their marketing strategies to attract more customers through social media.

Tourist Satisfaction in Lombok Island as the World's Best Halal Tourism Destination

The purpose of this research is to demonstrate the connection between destination brand awareness, brand image, brand quality, and brand value in terms of improving visitor satisfaction in Lombok Island as the world’s best halal tourism destination. The researcher presents a new model and discusses the idea of a new brand value destination indicator. From the results of model testing, 250 respondents were selected using the convenience sampling technique and the WarpPLS program. The findings indicated that the study model was accepted, with an R2 of 86.6 percent. The presented model demonstrates that the value of a destination's brand is a predictor of visitor satisfaction. The model also demonstrates that characteristics such as convenience, pricing fairness, enjoyment, and receiving advantages all contribute positively to the brand value of locations. The research's practical implications are that tourism managers should focus on and improve brand image, which currently has little impact on destination brand value, by increasing brand popularity and developing competitive advantages that can be used to convince tourists to visit tourist attractions on Lombok Island.

The impact of destination brand awareness and experience on destination brand identification

The aim of this study is to explain the role of destination brand awareness and destination brand experience on destination brand image and destination brand identification. The statistical population of the study is domestic and foreign tourists that visited Iran’s selected cities from October 2019 to May 2020. In order to collect data, purposive sampling method was used to select tourism destinations. Then, using the convenience non-random sampling method, 415 tourists were questioned to answer a researcher-made questionnaire. Content validity and the reliability of the questionnaire (with Cronbach's alpha 939%) were confirmed. Structural equation modeling with partial least squares approach was used to analyze the relationship between research variables. The results show that destination brand experience with its three dimensions, i.e., mental experience, emotional experience, and behavioral experience, have a positive effect on destination Image and destination brand identification. Moreover, destination brand awareness has a positive effect on destination Image and destination brand identification.

How Destination Brand Equity and Destination Brand Authenticity Influence Destination Visit Intention: Evidence from the United Arab Emirates

The tourists' decision to visit the desired destination stems from an image created in their minds because of the marketing strategies of their destination. A lack of research regarding factors influencing tourist destination visit intention calls for further investigation of how tourist evaluates available destination. Using the opinions of 338 UAE nationals and a partial least squares-structural equation modeling (PLS) approach, this study empirically examines the impact of destination brand equity (i.e. destination brand image, destination brand awareness, destination brand loyalty and destination brand quality) and destination brand authenticity (Continuity, Credibility, Integrity, Symbolism) on tourists' intention to visit. The results revealed that both the constructs (i.e. destination brand equity and destination brand authenticity) significantly influence tourists' destination visit intention. The current study aims to address a vexing question of making a good memory of the tourists' destination and bringing more unexpected positive experiences. This study further provides some theoretical and managerial implications for the improvement of the tourism industry.

Destinasyon Marka Farkındalığı, Destinasyon Marka İmajı ve Algılanan Kalitenin Destinasyon Marka Sadakatine Etkisi: Mardin Odaklı Bir Araştırma (The Effects of Destination Brand Awareness, Destination Brand Image and Perceived Quality on Destination Brand Loyalty: A Case of Mardin)

Purpose – The aim of this study is to measure the consumer-based destination brand equity of Mardin, which is an important tourism destination in the Southeastern Anatolia region, and to investigate effects of destination brand awareness, image, and perceived quality on destination brand loyalty. Design/methodology/approach – Scanning method was used in the research. First, the reliability and validity of the measurement tool used in measuring the brand equivalence components were tried to be obtained. Afterwards the validity and reliability analysis of the data (n: 212) collected in November and December 2019, the structural model was established, and the proposed theoretical model was tested. Exploratory and confirmatory factor analysis was performed to ensure the construct validity of the scale. Convergent and discriminative validities of the scale were provided as a result of the confirmatory factor analysis of the measurement model. Structural model analysis was performed to test the hypotheses. Findings – As a result of the confirmatory factor analysis, it was confirmed within the framework of the consumer-based brand equity which was modelled by Aaker, (1991) and Keller (1993) and it was determined that it consists of four dimensions. As a result of the analysis of the structural model, the hypotheses based on the theoretical framework were supported. According to findings, the result of the structural model analysis indicated that destination awareness, perceived quality and destination brand image affect positively destination brand loyalty. Discussion – To attain a strong brand, it is required to understand visitors perception of brand equity and needs to be created and followed marketing and management strategies by destination stakeholders. By offering tourists different and unique experiences beyond the known, a strong brand perception can be created by increasing the quality, image and loyalty levels perceived by the visitors towards the destination. Research findings provide important information to destination management stakeholders about the contribution of creating an effective destination brand equity to destination brand competency.

The impact of gamification adoption intention on brand awareness and loyalty in tourism: The mediating effect of customer engagement

Gamification has been used by tourism organisations for marketing purposes to reinforce customer engagement and to achieve brand awareness and loyalty. The current study, using the Unified Theory of Acceptance and Use of Technology, aims to investigate the antecedents and consequences of gamification's adoption intention by tourist organisations, and to examine the mediation effect of customer engagement. A quantitative method was employed using a survey to collect data from a random sample of relevant managers in travel agencies. Using structural equation modelling for data analysis, the findings revealed that tourism organisations have positive intentions to adopt gamification to increase customer engagement and to achieve tourist destinations' brand awareness and loyalty. Implications, limitations, and future research are also addressed. • Gamification is a crucial marketing strategy for engaging customers in the tourism sector. • The study aims at investigating antecedents and outcomes of gamification adoption. • Gamification is a strong predictor of customer engagement. • Gamification adoption has direct and indirect effects on destination brand awareness and brand loyalty in tourism.

Brand equity and customer satisfaction: a comparative analysis of international and domestic tourists in Vietnam

PurposeThis paper aims to examine the relationships between brand equity, customer satisfaction and cultural distance for a tourism destination. The mediating role of customer satisfaction and the moderating effect of cultural distance in these relationships are assessed.Design/methodology/approachThe direct–indirect–moderating relationships were assessed by applying covariance-based SEM (CB-SEM), mediating and multi-group analysis. A paper survey was used to collect data from 618 tourists (domestic and international tourists) visiting a destination in Vietnam.FindingsThe findings support direct positive links between the dimensions of brand equity and customer satisfaction, except for the effect of destination brand awareness on destination brand loyalty. This work further demonstrates the mediating effect of customer satisfaction on the indirect relationships between the dimensions of brand equity. Cultural distance was found to moderate the connections between the research concepts.Research limitations/implicationsFuture research should explore the model’s relationships based on comparisons in different destinations, to better understand the impact of cultural factors.Originality/valueThis study identifies specific factors to increase branding efficiency by developing and testing the relationship between brand equity and customer satisfaction. Using moderating variables through the lens of cultural distance, it proposes a mediated model. This work contributes to practice by informing destination managers on how to improve brand equity and satisfaction based on the cultural characteristics of international and domestic visitors.