Brand Equity of Banyuwangi as a Natural Tourism Destination

DOI

10.2991/aebmr.k.210628.029How to use a DOI?

Keywords

brand awareness, brand image, brand equity, brand loyalty

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.

Copyright

© 2021, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Siti Rahayu
AU  - Sugeng Hariadi
PY  - 2021
DA  - 2021/06/29
TI  - Brand Equity of Banyuwangi as a Natural Tourism Destination
BT  - Proceedings of the 18th International Symposium on Management (INSYMA 2021)
PB  - Atlantis Press
SP  - 175
EP  - 180
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.210628.029
DO  - 10.2991/aebmr.k.210628.029
ID  - Rahayu2021
ER  -