Brand equity of a tourist destination

Hwa-Kyung Kim; Timothy J Lee

doi:10.3390/su10020431

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Journal article

Open access

Peer reviewed

Brand equity of a tourist destination

Hwa-Kyung Kim and Timothy J Lee

Sustainability, Vol.10(2), 431

2018

DOI: https://doi.org/10.3390/su10020431

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Abstract

destination marketing

brand equity

perceived quality

brand awareness

brand image

brand loyalty

Seoul

Chinese visitors

frequency analysis

In the current climate of severe competition among tourist destinations, the importance of brand equity in tourism marketing is increasing. This study looks at the impact of branding in relation to the largest group of inbound overseas tourists to South Korea, the Chinese. Data for the current study were obtained from a survey of tourists visiting Seoul from the Greater China region, including Mainland China, Hong Kong, Macao, Taiwan, and the Chinese living in Southeast Asia. The survey was conducted in popular sightseeing spots, four and five-star hotels in the Seoul Metropolitan Area, and the Incheon International Airport. The respondents were selected randomly, with effort expended to avoid any potential bias in the composition of the sample. Out of a total of 385 distributed questionnaires, 350 (China 191, Hong Kong 71, Taiwan 68, others 20) were selected as valid and finally used in the analysis. The results of this study suggest that price and word of mouth have beneficial effects on perceived quality, publicity, and brand awareness, and advertisement has beneficial effects on brand image. We also found that brand awareness and perceived quality have impacts on brand image, and brand image is related to brand loyalty. This is a pioneering study on the relationships between influencing factors, destination brand equity and its elements, and brand loyalty, with respect to Seoul, South Korea, as a tourism destination for tourists from China.

Details

Title: Brand equity of a tourist destination
Authors: Hwa-Kyung Kim (Author) - Jeju International University, Korea
Timothy J Lee (Author) - Ritsumeikan Asia Pacific University, Japan
Publication details: Sustainability, Vol.10(2), 431; 21
Publisher: MDPI AG
Date published: 2018
DOI: 10.3390/su10020431
ISSN: 2071-1050
Copyright note: Copyright © 2018 by the authors. Licensee MDPI, Basel, Switzerland. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license (http://creativecommons.org/licenses/by/4.0/).
Organisation Unit: University of the Sunshine Coast, Queensland; Sustainability Research Cluster
Language: English
Record Identifier: 99451426102621
Output Type: Journal article

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Collaboration types: International collaboration
Web Of Science research areas: Environmental Sciences; Environmental Studies; Green & Sustainable Science & Technology

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