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Branding a Tourism Destination From a Customer-Based Brand Equity Perspective: A PLS-SEM Approach

International Conference on Tourism Research, 2020, p.111-IX [Peer Reviewed Journal]

Copyright Academic Conferences International Limited Mar 2020 ;ISSN: 2516-3612 ;DOI: 10.34190/IRT.30.097

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  • Title:
    Branding a Tourism Destination From a Customer-Based Brand Equity Perspective: A PLS-SEM Approach
  • Author: Kasapi, Irisi
  • Subjects: Brand equity ; Brand image ; Brand loyalty ; Cities ; Consumers ; Hypotheses ; International relations ; Literature reviews ; Market strategy ; Marketing ; Perceptions ; Studies ; Tourism
  • Is Part Of: International Conference on Tourism Research, 2020, p.111-IX
  • Description: Cities, like products and services, have increasingly started to adopt marketing strategies, with the purpose of establishing themselves as brands. The review of the literature, however, echoes that even after more than 15 years, city branding is witnessed as a relatively novice field of academic research. The purpose of this study is thus twofold. First, it aims to explore the dimensions of Customer-Based Brand Equity to a Tourism Destination model and validate them to a city context. Second, it aims to explore the relationships between the foreign tourists' awareness, image, perceived quality, and loyalty perceptions regarding Tirana city as a brand. A survey instrument, employing 5 -points Likert scale questions, was designed and administered for a period of one year, yielding a total of 385 usable surveys. Five are the hypotheses constructed and tested using a second-generation multivariate data analysis approach called Partial Least Squares - Structural Equation Modeling (PLS-SEM). The results from the study validate the importance of all the proposed dimensions of the customer-based brand equity to a tourism destination model and support all the hypotheses constructed. As such, the strongest positive impact (ß = 0.483) was between 'city brand awareness' ^ 'city brand image'. Weaker positive impacts were found between 'city brand awareness' ^ 'city brand quality' (ß = 0.370); and between 'city brand image' ^ 'city brand loyalty' (ß = 0.343). The weakest positive impact was between 'city brand quality' ^ 'city brand loyalty' (ß = 0.299). This study is both of theoretical and managerial value. Because the proposed measurements are proved to be valid and reliable, a theoretical contribution is said to have been established in transferring the dimensions of measuring the Destination's Customer-based Brand Equity at a country level to that of a city-level. Further, the study attempts to provide some marketing insights into effectively building Tirana city's brand equity.
  • Publisher: Academic Conferences International Limited
  • Language: English
  • Identifier: ISSN: 2516-3612
    DOI: 10.34190/IRT.30.097
  • Source: ProQuest Central
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