Brand Equity of Banyuwangi as a Natural Tourism Destination
| Main Authors: | Rahayu, Siti, Hariadi, Sugeng |
|---|---|
| Format: | Proceeding PeerReviewed application/pdf |
| Bahasa: | eng |
| Terbitan: |
, 2021
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| Subjects: | |
| Online Access: |
http://repository.ubaya.ac.id/40802/ https://www.atlantis-press.com/proceedings/insyma-21/125958336 |
Daftar Isi:
- 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.