Tourism Destination Brand Research Articles

Delicious promoter of the restaurant business: measuring impact of supply chain, brand personality and CSR on brand equity development

PurposeThe purpose of this study was to discuss the importance of customer-based brand equity (CBBE) and identify the critical attributes of how to develop CBBE during the most difficult time of the COVID-19 pandemic.Design/methodology/approachThis study collected 386 restaurant managers' viewpoints to examine the mutual relationships among CBBE and other critical attributes of corporate social responsibility (CSR), electronic word of mouth (EWOM) and brand personality. Furthermore, structural equation modeling (SEM) was conducted to examine the proposed moderation and mediation hypotheses.FindingsThe results show that corporate social responsibility (CSR) mediates the relationship between brand personality and brand image. Furthermore, the mutual relationship among CBBE is discovered in that brand image may indirectly affect brand loyalty through perceived quality and brand awareness. Furthermore, with the reliance on social media, the moderating roles of electronic word of mouth (EWOM) are also revealed that strengthen the indirect effect of brand personality on brand awareness through CSR and brand image.Originality/valueWith the increasing attention to CBBE, which aims at tourism destination brand equity, hotel branding from the customer perspective, restaurant managers' viewpoints are not considered. Further, because of the impacts of the COVID-19 pandemic, customers are paying more attention to food safety and food delivery processes, which are important for CSR and connected to CBBE. However, until now, fewer studies have addressed these issues as such. The present study reflects the bidirectional effects of such a comprehensive viewpoint.

Research on Tourism Destination Marketing Strategy Based on Economic Perspective

This paper takes Lu 'an as an example, in perspective of experience economy, analyzed the present situation of tourism destination marketing in Lu 'an. Optimize the marketing strategies of tourist destinations from the tourism destination brand construction, experience value, tourism product optimization, tourism sales channels and so on, enhance the competitiveness of Lu 'an as a tourist destination.

Social Construction of Tourist in Choosing The Ullen Sentalu Museum as A Tourism Destination

Yogyakarta as one of the preferred tourism destinations for domestic and foreign tourist. Tourist destination that prioritize on culture and history, creates its own charmed for tourist. One of the tourism destination brands in Yogyakarta is The Ullen Sentalu Museum, which offers a different and unique concept from other museums. Ullen Sentalu museum building had European architecture, all museum collection come from the first hand, there are educators guiding the tourist. The purpose of this study was to determine the social construction of tourist in choosing the Ullen Sentalu Museum as a tourist destination who travel frequently and active users of social media. The research method used was qualitative method with a case study approach. The result of this study were: (1) Tourist chosen the Ullen Sentalu Museum as their destination through word of mouth, (2) Social Media is used to provide testimonials to tourist who did not know or had never visited the Ullen Sentalu Museum, (3) The existence of educators in telling history by storytelling is a supporting factor that attracts tourists to come back again to Ullen Sentalu Museum.

How destination brand experience influences tourist citizenship behavior: Testing mediation of brand relationship quality and moderation effects on commitment.

This study examines the potential predictors of tourist citizenship behavior based on the Stimulus-Organism-Response framework. The studies were conducted in China. Data were collected via questionnaire surveys. Structural equation path modeling and mediation as well as moderation role were used for data analyses. This model was used to test the hypotheses using a sample of 325 individuals with tourism experience in Guangzhou city. The results reveal that tourism destination brand experience and brand relationship quality significantly affect tourist citizenship behavior. Furthermore, the results show that brand relationship quality significantly mediates the relationship between tourism destination brand experience and tourist citizenship behavior and demonstrate that commitment plays a significant moderating role between brand relationship quality and tourist citizenship behavior. This study clearly shows the relationship between tourism destination brand experience, brand relationship quality, and tourist citizenship behavior. Thus, this study contributes to existing tourism studies by identifying gaps and proposing a holistic view to understand tourist citizenship behavior in the tourism industry.

Tourist Attribution toward Destination Brands: What Do We Know? What We Do Not Know? Where Should We Be Heading?

Although tourists’ judgments and interpretations are pivotal to fathom the essence behind their behavior toward tourism destination brands, there is a lack of investigation into theories that deal with tourists’ decisions and interpretations. To address this issue, this study investigates two critical theories in the tourism marketing literature: attribution and locus of control theories in the destination branding context. These theories heavily influence tourists’ perceptions and interpretations of the destination brands. Thus, using the PRISMA methodology (Preferred Reporting Items for Systematic Reviews and Meta-Analyses), we inductively evaluated and synthesized the literature on attribution theory and destination branding from highly indexed journals in the ABDC list index. The research encompasses the issues of “What we know?”, “What we do not know?”, and “Where should we be heading?”. This study will better grasp the implications of attribution and locus of control theories in the literature on tourism marketing. The study would also explore how this hypothesis affects travelers’ assessment and interpretation of destination brands. The study found the potential to assess the implications of attribution and locus of control theories in the tourism marketing literature. The research would provide insights into how these ideas affect tourists’ evaluation and interpretation of destination brands. It would also offer other techniques that marketers may employ to influence consumer behavior.

The Effect of Destination Brand Identity on Tourism Experience: The Case of the Pier-2 Art Center in Taiwan

This paper examines the tourism destination brand identity and brand experiences which can influence visitors’ intention to recommend. The study of the importance of destination brand identity and brand experiences in the context of Taiwan has shaped some important insights with the potential to enhance the attractiveness of cultural and creative sectors. In this study, this paper explores perceptions of destination brand identity (tourism brand perception and tourism brand self-concept) and brand experiences. The analysis draws upon data collected at the Pier-2 Art Center in Taiwan in 2019, using a self-administrated questionnaire survey. Both confirmatory factor analysis (CFA) and structural equation modeling (SEM) were applied. It has been found that the role of various constructs of a brand perception and a brand self-concept of the tourism brand identity during a visit to cultural and creative parks is on top of the list of concerns associated with visitors’ brand experience. An examination of the research comments concluded that the cultural and creative tourism sector about consumer demands and update the development of appropriate marketing strategies, thereby providing visitors to experience the brand characteristics within the creative arts sector.

Digital Marketing’s Impact on Rural Destinations’ Image, Intention to Visit, and Destination Sustainability

The relevance of the tourism industry to the overall sustainability of rural territories grows along with the demand for rural tourism destinations. Likewise, as the digital transition of rural tour operators takes place, their marketing initiatives also evolve towards a digital nature, which is why it is crucial to comprehend how the overall calibre of these activities might affect the perception of rural places, while also motivating tourists’ travel intentions and, as a result, promoting the general sustainability of the destination. Thus, in this paper, we propose a novel conceptual model based on Delone and McLean’s representative model of Information Systems Success Model, on Tan and Wu’s arguments on tourism destinations’ image relationship with tourists’ visit intentions, and also on Verma’s tourism destination brand equity concept. To validate the proposed model, an online focus group was developed involving several specialists whose opinions and perspectives corroborated the potential adequacy of the proposed artefact and, consequently, assumed its contribution and value. From this validation process, it was possible to highlight that digital marketing initiatives’ overall quality influences both rural destinations’ image and tourists’ intention to visit these territories, that a positive image will trigger tourists’ visit behaviour, and that these behaviours represent a valuable asset to rural destinations’ global sustainability.

UPAYA MEMBRANDING DESTINASI PARIWISATA KOTA SERANG

One of the efforts to increase the attractiveness of tourism destinations is through tourism destination branding. Efforts need to be made to realize tourism destination branding. This study aims to describe efforts to compare tourism in Serang Municipality based on its tourism potential. The research method is a descriptive research method with a qualitative approach. Primary data is obtained by conducting interviews and direct observation of informants who are considered to understand tourism conditions. Secondary data was obtained through journals, tourism reports and related literature studies. Then it was analyzed using an interactive model through data reduction, data presentation and then drawing conclusions from the analysis. It was found that the Serang Municipality Youth and Sports Tourism Office had made various efforts to increase the attractiveness of tourism destinations by carrying out several stages to build tourism destinations through Group Discussion Forums, logo and tagline design competitions, procurement and naming of tour buses, making promotional videos, and utilizing Instagram social media. The next step is to develop a tourism destination brand preferably through destination governance and sustainable tourism marketing and digital transformation. Keywords: tourism destination branding; digital branding; heritage tourism; urban tourism

Forest wellness tourism destination branding for supporting disaster mitigation: A case of Batur UNESCO Global Geopark, Bali

Indonesia is a beautiful nation prone to natural disasters. The attractiveness of a place is the potential for its people to prosper through tourism, particularly natural tourism. As part of an effort to preserve nature and safeguard the source of human prosperity, it is necessary to implement disaster mitigation strategies, such as preserving forests to prevent landslides. Disaster mitigation includes increasing community participation and awareness of disaster risk management. Likewise,Batur Geopark, Kintamani, Bali, protected forest areas with caldera and lakes can be utilized with good and sustainable management. This research is a potential branding destination for Batur Geopark as a mental recreation area by adopting the theme “forest bathing”. The formulation of forest bathing as a branding strategy is also an effort to maintain a sustainable forest and optimize the participation of the local community. This research is qualitative with case study method. Data was collected from June to August 2021 by means of field study and desk study in implementing destination branding concepts. The results show that there is potential to create destination branding with the theme Geoforest-Bathing. This branding is expected to be applied to forest-wellness attractions which can provide great benefits for visitors, the local community, and as part of landslide disaster mitigation efforts in the geopark area.

In COVID-19 Context: A Review and Revelations Study of Sporting Events on the Impact of Sports Tourism Development in China, the United States and Japan

This paper uses a comparative analysis method of literature compilation to review the impact of sports events on sports tourism development, and the strategies to develop the sports tourism response in combination with sports events in China, the United States, and Japan during the COVID-19 epidemic. In the United States, continuous repair or reconstruction of infrastructure, support for related industries, continuous hosting of sports events, and rational planning of post-event legacy took place. In Japan, the trends included building a sports tourism destination brand, using new media webcasting and short video promotion, applying digital intelligence technology, and setting sustainable development goals. In China, sports tourism started late, and despite strong support from national policies and the continued development of the boutique route, the sports tourism destination brand effect is still weak, and some areas of infrastructure management struggle, coupled with the shackles of the epidemic. Hence, there is a pressing need for the rapid recovery of China’s sports tourism development. This study proposes the integration of digital intelligence technology into the process to develop intelligent sports tourism, effective practices of sustainable development, the transformation of post-competition heritage into livelihood resources, support for related industries to create sports tourism complexes, and the use of new media and short videos to establish the brand image of sports tourism destinations.

Tourists’ attribution & ambiance scents in tourism destination brands

Tourists’ attribution & ambiance scents in tourism destination brands

A study on the influence of media opinion leaders on consumers' brand recognition of wine tourism destinations – the moderating effect of the degree of media informatization

Based on the extensive influence of opinion leaders in the media field and the prevalence of wine tourism, this study introduces the concept of the degree of media informatization and attempts to reveal the influence mechanism of media opinion leaders' communication contents on consumers' brand recognition of tourism destinations from the perspective of media informatization. Yantai, China, a famous wine grape producing area, was used as the study site for empirical analysis through 382 questionnaires. The results show that the expertise, interactivity and popularity characteristics embodied in opinion leaders' communication content positively influence consumers' flow experience and brand recognition; flow experience significantly and positively influences consumers' brand recognition; the degree of media informatization plays a moderating effect in the relationship between opinion leaders' characteristics and flow experience. The findings enrich and improve the research on the influence of media opinion leaders in the field of wine tourism, and provide insights for wine tourism destination brand building and wine business operators, guiding them to improve their business strategies, enrich wine tourism experiences, and enhance consumer brand recognition.

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.

엑스포 2030을 위한 지속가능한 관광개발 전략 - 월드 엑스포 2020 두바이 사례연구

Hosting mega-events such as Expos, the Olympics, and the World Cup has become a means to achieve destination development and attract tourists to a host city. However, in a global event like the World Expo 2020 Dubai, where the opening event was postponed once due to an unprecedented epidemic worldwide, the brand image of the host city and risk perception of infectious diseases may affect visitors’ travel intentions to a host city and its neighboring cities. This study aims to investigate the impact of COVID-19 risk perception and protection motivation among the participants of the World Expo 2020 Dubai on travel intentions to city attractions and other cities in the U.A.E. The online and on-site survey was conducted from 1 to 31 Mar 2022. As a result of Jamovi and Smart PLS analyses, the protection motivation of visitors to the Expo 2020 mediated the relationship between COVID-19 risk perception and travel intention, indicating that, despite the high COVID-19 risk perception of visitors, travel intentions to Dubai attractions as well as neighboring cities was positively significant. The results also suggest the Expo organizers promote host city awareness and a favorable tourist destination brand image. This research study will provide insights for Busan tourism stakeholders regarding sustainable development plans and destination brand image reflecting the case study of the World Expo 2020 Dubai. In parallel, this research will highlight the catalytic effects of Expo 2020 on the brand positioning and future of the U.A.E as a sustainable tourism destination. This study suggests future directions and implications of sustainable development strategies for Busan as a candidature to organize the World Expo 2030 based on the World Expo 2020 Dubai.

PERAN KEPEMIMPINAN TRANSFORMASIONAL DALAM MENGHADAPI PARIWISATA ERA DIGITAL

The tourism industry has entered a new era, namely the digital era of tourism. The digital era of tourism forces tourist destination managers to innovate more in tourism management in line with changes in technological advances. One of the important roles in tourism management is the leadership role of tourism management organizations. One of the leadership styles that can be applied to deal with digital era tourism is transformational leadership. The purpose of this study is to find out whether transformational leadership has been implemented in Tlangoh Beach Pokdarwis to deal with digital era tourism or the 4.0 era, understanding of tourism that has entered the digital era, and strategies that can be applied to deal with digital era tourism. The research method used in this study is descriptive qualitative which aims to reveal a situation as it should be. The results of the study show that there are two dimensions of transformational leadership that have not yet been implemented by the Pokdarwis chairman, namely: intellectual stimulation and inspirational motivation. The understanding that tourism has now entered the digital era is also considered lacking in this research. Seeing these problems, there are three strategies that can be implemented to deal with digital era tourism. The strategy is to carry out positioning, differentiating, and branding of tourist destinations.

The Effects of Tourism Storytelling on Tourism Destination Brand Value, Lovemarks and Relationship Strength in South Korea

This study investigates the effects of tourism storytelling on the tourism destination brand value, lovemarks and relationship strength. The survey data was collected from 259 respondents who had experienced tourism storytelling in South Korea. Among the determinants of tourism storytelling, uniqueness, interestingness and educability have significant effect on tourism destination brand value. Sensibility, descriptiveness and interestingness have significant effect on the lovemarks formation. Both brand value and lovemarks are found to affect relationship strength. The study further found that the rational factor has more influence on the brand value whereas the emotional factor has more influence on the lovemarks. The study made a theoretical contribution by examining whether tourism storytelling affects lovemarks and could boost relationship strength. The managerial implication of this study is that DMO should make efforts to form a lovemarks for tourism destinations.

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.

Design and Communication of City Brand Image Based on Big Data and Personalized Recommendation System

In order to define the positioning of the urban brand image, design the urban brand image, integrate and optimize the communication channels, improve the public participation awareness, and enhance the core competitiveness of the city. In this paper, a personalized recommendation search engine based on big data identifies keywords input by urban users. And give more accurate results based on some relevant information that can be extracted. This paper analyzes how to make better use of big data for tourism destination brand image management, and the existing shortcomings, and puts forward relevant suggestions. The industries related to cultural creative design and tourism elements constitute an intertwined cultural and tourism industry chain, and data technology plays an important role in the cultural and tourism industry chain. Through the development of tourism, tourists will produce comprehensive and diversified consumption in the city. Based on the analysis of big data, it can provide strong decision support for the government and industry managers, and realize the image design and communication of the urban brand identification system. Through the big data platform, establish the brand management strategy, improve the communication content of the city’s brand image, and timely feedback the opinions and suggestions of tourists on the tourism destination, so as to adjust the communication strategy of the tourism image according to the feedback information of tourists. The results show that the big data personalized recommendation system can achieve ideal results in urban brand value and urban tourism related factors.

Research on The Branding Development of Rural Tourism Destinations from The Perspective of Product Level

With the rapid development of rural tourism in China and the increasingly fierce competition in various places, the competition in the rural tourism market has expanded from the initial tourism resources to the competition of tourism products to the competition of tourism destination brands. According to the product hierarchy theory, what tourists get in rural tourism destinations is to include brand characteristics of rural tourism destinations. This paper takes the six villages in Kaihui Town, Changsha County as the research case, takes the product level as the theoretical basis, and obtains the brand development data of rural tourism destinations in the dimensions of customer perception experience value, characteristic cultural facilities, industrial creative products, tourist viewing experience activities, marketing service networks, etc., summarizes the practical characteristics, and proposes the development path: At the core level, it is necessary to cultivate brand differentiation development and enhance the perceived experience value of tourists; At the formal level, it is necessary to dig deep into the local characteristic culture and create a unique brand; At the additional level, it is necessary to expand brand communication channels and strengthen the quality of information services in rural tourism destinations.

Value co-creation in branding: A systematic review from a tourism perspective

Although the concept of value co-creation has been predominant in the marketing discipline, there remains surprisingly little research on value co-creation in branding. This paper aims to provide a systematic literature review to demonstrate how the value co-creation literature for branding and tourism destinations has evolved. A three-phase methodology was adopted to critically analyse 74 articles from 2010 to 2022 to collect ideas and develop a more comprehensive understanding. Five main research areas with several research gaps were identified and categorised as: (a) conceptual research on value co-creation in branding; (b) Technology enables value co-creation in branding; (c) Value co-creation in branding from Enterprises’ perspectives; (d) Customer engagement in brand value co-creation; and (e) Value co-creation in tourism destination branding. Apart from providing valuable insights into value co-creation, the findings also aid marketers in establishing more effective collaboration across a variety of stakeholders and their brands, notably in the tourism industry, thereby adding to the existing literature in the marketing discipline.