Wine Tourism Destination Brand Equity Measure

2015 ◽  
Author(s):  
Mar Gómez ◽  
Carmen Lopez ◽  
Arturo Molina
Keyword(s):  
Brand Equity ◽  
Tourism Destination ◽  
Wine Tourism ◽  
Destination Brand

Inspiring winery experiences to benefit destination branding? Insights from wine tourists at Yantai, China

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Kyuho Lee ◽  
Stella Kladou ◽  
Ahmet Usakli ◽  
Yunxia Shi
Keyword(s):  
Service Quality ◽  
Brand Equity ◽  
Structural Equation ◽  
Equation Modeling ◽  
Convenience Sample ◽  
Content Type ◽  
Wine Tourism ◽  
Chinese Wine ◽  
Destination Brand ◽  
The Impact

PurposeThe purpose of this study is to explore the impact of service quality on the formation of destination brand equity through customer satisfaction at a winery, from the perspective of Chinese wine tourists.Design/methodology/approachThis study utilized a survey research design. A convenience sample of 311 visitors to a major winery located in Yantai, China, was surveyed, and 265 useable questionnaires were analyzed. To analyze the data, the study used partial least squares structural equation modeling (PLS-SEM).FindingsThe results of the study reveal that service quality at a winery is a significant determinant of winery satisfaction among Chinese wine tourists, which in turn affects the brand equity of a wine tourism destination.Research limitations/implicationsThis study contributes to the growing body of literature focusing on identity-based branding in the context of wine tourism. As such, this study brings together knowledge of a place branding dimension (i.e. destination brand equity), satisfaction and tourism experience at a winery.Practical implicationsThe results suggest that the road to favorable assessments of a wine destination brand (macro level) go through a satisfying experience at a winery (micro level). Therefore, the need to co-create the wine experience through various stakeholders' involvement is crucial for the success of wine tourism.Originality/valueExtant wine studies often highlight western wine tourists' behavior and examine central behavioral constructs such as winery service quality and satisfaction. This study extends previous research by: (1) investigating the issue from Chinese wine tourists' perspective and (2) integrating the destination brand equity of a wine region to current investigations that commonly focus on the service quality of a winery and wine tourists' satisfaction.

Antecedents of brand equity on halal tourism destination

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Alexander Preko ◽  
Iddrisu Mohammed ◽  
Azizbek Allaberganov
Keyword(s):  
Brand Equity ◽  
Structural Equation ◽  
Future Research ◽  
Islamic State ◽  
Tourism Destination ◽  
Comprehensive Overview ◽  
Content Type ◽  
Brand Quality ◽  
Tourism Sector ◽  
Destination Brand

Purpose This study aims to examine the antecedents of halal brand equity on destination brand equity (DBE) within the tourism sector. Although much has been done on halal tourism, the issue of halal and brand equity has received little attention in a non-Islamic state context. Design/methodology/approach Using the brand equity theory, 312 Muslim tourists were conveniently drawn from the Larabanga tourism site with the use of structural equation modelling technique to analyse the data. Findings The study revealed that halal brand awareness and halal value have positive and significant impact on DBE. Also, halal perceived brand quality and halal image had a negative but significant impact on DBE. Research limitations/implications This research is on a country-specific halal brand equity tourism destination, which means that the findings cannot be generalized to other geographical areas. Practical implications The study provides an insight into halal tourism and destination equity, which is important for marketers, the ministry of tourism and local tourism officials to support halal tourism in a non-Islamic country. Originality/value This paper fills a gap by presenting the first comprehensive overview of halal brand equity research that enhances ongoing discussions in the hospitality and tourism field in a non-Islamic context and proposes priorities for future research.

Brand equity in a tourism destination: a case study of domestic tourists in Hoi An city, Vietnam

2019 ◽  
Vol 74 (3) ◽  
pp. 704-720 ◽  
Author(s):  
Vinh Trung Tran ◽  
Nguyen Phuc Nguyen ◽  
Phuong Thi Kim Tran ◽  
Tuan Nien Tran ◽  
Thuan Thi Phuong Huynh
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Structural Equation ◽  
Brand Image ◽  
Perceived Quality ◽  
Tourism Industry ◽  
Tourism Destination ◽  
Content Type ◽  
Positive Effects ◽  
Destination Brand

Purpose This paper aims to propose and investigate the relationships among the components of brand equity, and examining the effects of these components on overall destination brand equity in Hoi An tourism destination, Vietnam, from the perspective of domestic tourists. Design/methodology/approach Questionnaire data were collected from 319 domestic tourists who have visited Hoi An city. The results of empirical tests using a structural equation model support the research hypotheses. Findings The results indicate that destination brand awareness has significant, positive effects on destination brand image and destination perceived quality; destination brand image has positive influences on destination perceived quality and destination brand loyalty; destination perceived quality has significant, positive impacts on destination brand loyalty; except for destination brand image, the remaining dimensions have positive and direct impacts on overall destination brand equity. Originality/value An integrated model of destination brand equity dimensions and overall destination brand equity was tested in a tourism city in the context of a developing economy. Moreover, relevant implications are provided for destination marketers as to how to improve destination brand equity in the tourism industry.

scholarly journals The Influence of Bali Brand Equity on Tourists Traveling Behavior

1970 ◽  
Author(s):  
I Ketut Surya Diarta
Keyword(s):  
Length Of Stay ◽  
Brand Equity ◽  
Market Competition ◽  
Research Result ◽  
Local People ◽  
Tourism Destination ◽  
Distinctive Features ◽  
Brand Association ◽  
Natural Beauty ◽  
Destination Brand

There is already known that brand equity of tourism destination can influence tourist decision making to choose a destination to be visited. However, there is no information on how tourism destination brand equity influences tourist’s behavior during their vacation in destination such as extend tourist length of stay, encourage to be revisit tourist, and willing to recommend for others. This research aims to analyze the effect of Bali brand equity on tourists traveling behavior. The research was conducted from January to November 2015 in five main tourism objects in Bali. Data were collected through survey of 240 foreign tourists and analyzed using multivariate analysis of variance (MANOVA). The research result shows that the influence of Bali brand equity to tourists traveling behavior  as a whole through destination brand awareness,  destination brand image, destination brand association, and destinastion perceived quality. While, individually: (a) the frequency of visiting Bali is affected by distinctive features for stunning natural beauty of Bali and safe and peaceful Bali turism destination, (b)  the length of stay during vacation in Bali is affected Bali as one of the world's main destination, strong brand Bali recall, warm-politely-friendly local people, safe and peaceful destination, and excellent tourism physical facilities, and (c) the frequency recommending Bali to others is affected by distinctive features for stunning natural beauty of Bali, warm-politely-friendly local people, and safe and peaceful destination. Give stressing on the attributes of destination that develop tourist’s positive behavior to Bali as a tourism destination will determine the success of Bali in world tourism market competition.

scholarly journals Towards Establishing Zimbabwe Tourism Destination Brand Equity Variables through Sustainable Community Involvement

2020 ◽  
pp. 1094-1110
Author(s):  
Farai Chigora ◽  
Emmanuel Mutambara ◽  
Joram Ndlovu ◽  
Joe Muzurura ◽  
Promise Zvavahera
Keyword(s):  
Brand Equity ◽  
Community Involvement ◽  
Service Provision ◽  
Sustainable Tourism ◽  
Comparative Investigation ◽  
Dress Code ◽  
Tourism Destination ◽  
Household Activities ◽  
Equity Model ◽  
Destination Brand

The study investigated the contribution of local communities to Zimbabwe tourism destination brand equity through sustainable tourism practices, with a view of developing a model. A comparative investigation of two popular resorts in Zimbabwe which are Victoria Falls and Domboshava Curves was carried out. A sequential mixed method was used to get research data. Results from in-depth interviews showed that sustainable brand equity through community involvement can be developed from the following: maintaining culture; attractive traditional villages; traditional music and dances; unique traditional dressing; provision of indigenous food and drinks; guiding tourists and provision of transport and accommodation. A further survey then produced variables that were used to construct a community based sustainable brand equity model for the study. These variables were then grouped into two that is, household activities and service provision. Household activities included: providing indigenous food and drinks; attractive homesteads; and unique dress code. The service provision was discovered as guiding tourists in their activities and provision of transport. The study then recommended local eco-responsibility, destination manager partner with locals, cultural tourism focus and customisation of sustainable tourism.

Destination brand equity and tourist's revisit intention towards health tourism: an empirical study

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Muhammad Sabbir Rahman ◽  
Surajit Bag ◽  
Hasliza Hassan ◽  
Md Afnan Hossain ◽  
Rajesh Kumar Singh
Keyword(s):  
Brand Equity ◽  
Medical Tourism ◽  
Tourism Destination ◽  
Health Tourism ◽  
Content Type ◽  
Brand Association ◽  
Revisit Intention ◽  
Tourism Destinations ◽  
Destination Brand ◽  
The Relationship

PurposeThis paper aims to investigate the relationship between destination brand equity and tourist's revisit intention towards health tourism destinations. The study also examines the mediating effect of destination brand association between destination-based brand equity and travellers' revisit intention for health tourism destinations.Design/methodology/approachA survey instrument is used to examine the relationships in the proposed model using the co-variance-based structural equation modelling (SEM) technique. The collected primary data from two hundred forty-six respondents (n = 246) are analysed to test the relationship amongst exogenous, mediating, moderating and endogenous constructs articulated in the proposed structural model.FindingsEmpirical findings reveal that destination brand equity influences the revisit intention of a traveller for health tourism via destination brand association. The perceived trust, reliability and soft issues of a traveller moderate the relationship between destination brand equity and destination brand association. Enduring travel involvement also proves a significant moderation effect on the relationship between destination brand association and the revisit intention of a traveller for a health tourism destination.Practical implicationsThis paper is an initial attempt to develop and empirically examine a conceptual model of the intention of a traveller to revisit a health tourism destination in a dynamic process of information search using the data collected from current travellers after medical tourism-related trips. Results suggest that stakeholders must focus on hedonic and utilitarian factors of the destination that are recognised by travellers to encourage revisit for medical tourism.Originality/valueAlthough there have been numerous studies on health tourism. However, to the best of the authors' knowledge, this research is a pioneer in the healthcare tourism literature that links destination brand equity, brand association and revisit intention of a traveller for health tourism. These findings extend the knowledge of how healthcare tourism that is embedded with destination brand equity and destination brand association. The study findings potentially benefit the marketers for gaining competitive advantages through considering the experience of a traveller.

Tourism Destination Brand Equity Dimensions

2010 ◽  
Vol 50 (5) ◽  
pp. 471-481 ◽  
Author(s):  
William C. Gartner ◽  
Maja Konecnik Ruzzier
Keyword(s):  
Brand Equity ◽  
Tourism Destination ◽  
Destination Brand
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