Brand Equity of Banyuwangi as a Natural Tourism Destination

Rahayu, Siti and Hariadi, Sugeng (2021) Brand Equity of Banyuwangi as a Natural Tourism Destination. In: Proceedings of the 18th International Symposium on Management (INSYMA 2021), May 27-28, 2021, on-line conference.

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Abstract

This study aims to investigate the brand equity of Banyuwangi city as a natural tourism branding. The questionnaire data is obtained from 160 local tourists who have traveled to Banyuwangi. Hypothesis testing is done by using a structural equation model. The results show that of the eleven hypotheses, nine hypotheses are supported, and two hypotheses are not. The supported hypotheses are the influence of destination brand awareness on destination brand image and overall destination brand equity; the effects of destination brand image on destination perceived quality, destination brand loyalty, and overall destination brand equity; and the influence of destination perceived quality on destination brand loyalty. Meanwhile, the two unsupported hypotheses are the effects of destination brand awareness on destination perceived quality and the effects of destination perceived quality on overall destination brand equity.

Item Type:	Conference or Workshop Item (Paper)
Uncontrolled Keywords:	brand awareness, brand image, brand equity, brand loyalty
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Faculty of Business and Economic > Department of Management
Depositing User:	Ester Sri W. 196039
Date Deposited:	07 Dec 2021 04:57
Last Modified:	10 Dec 2021 04:12
URI:	http://repository.ubaya.ac.id/id/eprint/40802

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