Identify and prioritize brand equity components for tourism purposes (Case study of Khalkhal city)

Document Type : Research Paper

Authors

• Asgard Shahmari kalestan ¹
• arash farhoudi ²

¹ Master of Business Management- Orientation marketing, Khalkhal Branch, Islamic Azad University, Khalkhal, Iran

² Faculty member Khalkhal Branch, Islamic Azad University, Khalkhal, Iran

Abstract

           Considering the importance of the tourism industry and its competitiveness, it seems that tourism purposes, like other consumer products, seem to require the brand as a unique identity to create a distinction between itself and other competitors. The city of Khalkhal has become popular destination for tourists in recent years due to its many tourist attractions. This research seeks to study the components of brand equity from the point of view of domestic tourists visiting Khalkhal. This research is an applied research and a questionnaire was used for this purpose, which is based on the Konink research. To normalize the data, the Kolmogorov-Smirnov test was used, assuming the normalization of the data for the brand image was 0.174, the perceived quality with 0.186, the brand awareness with 0.210 and the brand loyalty to 0.154. The research hypotheses show that three hypotheses from four authors' hypotheses were confirmed (brand awareness with T 5.22, brand image with 8.47 and brand loyalty with 12.54), and one of the hypotheses (perceived quality with a statistic of 0.594) Became One of the reasons why tourists did not appreciate the quality of the tourism destination of Khalkhal is that there is no proper infrastructure in the area of tourism in this city. On the other hand, the image of tourists is good from the destination of Khalkhal city, due to its good weather, beautiful landscapes, calm environment, hospitality people.... Therefore, it should be protected from the natural landscape.
Extended abstract
Introduction:
          The tourism industry is one of the most important phenomena of the present century in the world (Dristiks, 2004: 28). With the growing demand for travel and the tourism industry becoming one of the largest industries in the world, each country needs to strive for socio-economic development and infrastructure growth in order to attract potential tourists (Arasli & Baradarani, 2014: 1417). Tourism marketers are trying to differentiate their tourism destinations from other destinations using marketing strategies. The competitiveness of a destination, along with sound management, can lead to the sustainable development of the tourism industry (Zarrouki & Oliasnab, 1396: 78). to reach this goal, Tourism marketers offer tourism destinations in the form of a brand. Companies, organizations, and goals need to identify the needs of their customers, Know their convinced customers, Adjust their marketing strategies, Maintain valuable customers and maximize customer loyalty. In general, there are four dimensions of customer-based brand that all of them are widely accepted by researchers: brand awareness, perceived brand quality, brand image, and brand loyalty (Chow et al, 2017: 72). The brand gives information to the tourist before traveling to identify the destination and differentiate it from its competitors and shape tourist expectations of its future journey. For this reason, brand determination for tourism destinations is one of the key aspects of brand management for tourism (Ghaffari et al., 2014: 846). Khalkhal city has many different attractions, including many natural, historical, cultural and social attractions that attract many tourists every year. Therefore, the purpose of the present study is to measure the brand equity of tourism by using the Konkunik model which is derived from the Acer model from the perspective of tourists who have traveled to Khalkhal city.
Methodology:
    The method of this research is descriptive-analytical and the data is collected by survey and library and it is also a type of applied research in terms of purpose. The questionnaire addresses the dimensions of brand equity, which include brand awareness (including 3 items), brand image (including 13 items), brand loyalty (including 8 items), and perceived quality (including 10 items). The sampling method in this paper is based on Cochran formula. Descriptive statistics included adjusting for frequency tables, percentages for the demographic information of the questionnaire. The inferential statistics section also uses Kolmogorov-Smirnov test, correlation test, and structural equation model to test the research hypotheses. All the above steps were performed using SPSS and Smart PLS software. Kolmogorov-Smirnov test was used to investigate the normality of the data distribution. The results indicate that the normality assumption is accepted for the research variables because their significance level is greater than 0.05. Cronbach's alpha test was used to test the reliability of the questionnaire in Smart PLS software, the findings indicated that the questionnaire had good reliability and all factors were confirmed by reliability and were above 0.7. structural equations based on partial least squares (reflective measurement model) were used to investigate the research hypotheses.
Results and discussion:
    The results show that the reliability coefficient of all variables is between 0.550 and 0.920 and all variables in this study have good reliability. In order to evaluate divergent validity, the extracted variance was used in this study. Since the AVE root of each factor is higher than the correlation between the factors underlined and the other factors, the divergent validity is confirmed. Structural equation modeling uses model fit indices to evaluate the structural part. The coefficient of determination is the criterion that indicates the extent of change in each of the model's dependent variables, which is explained by the independent variables. by standard, determination coefficient higher than 0.25 is poor, above 0.5 is moderate and above 0.75 is strong and because the coefficient of determination is close to 0.7, we consider it medium-strong. finally, Smart PLS structural equation software was used to test the research hypotheses.
Conclusion:
     Three hypotheses out of the four hypotheses considered (brand awareness with T statistic 5.22, brand image with 8.47 and brand loyalty with 12.54) were confirmed and one of the hypotheses (perceived quality with 0.594) was rejected. tourists considered loyalty to Khalkhal tourism brand important and very important which indicates their satisfaction with the journey to this city. Brand awareness is also one of the important dimensions of brand equity so that the purpose of marketing the tourism destination is to increase the awareness of the tourism destination by creating a unique brand. Also, one of the reasons that tourists did not rate well the perceived quality of Khalkhal city tourist destination was their dissatisfaction with inappropriate communication infrastructure, poor living conditions, poor service quality, etc., that all of which resulted from the lack of a plan to exploit this tourism asset.

Keywords

• Tourism
• ecotourism
• brand equity
• structural equation modeling
• Khalkhal city

20.1001.1.22285229.1399.11.40.6.3

---

References

1. Aaker, D. (1991). Managing brand equity. Capitalizing on the value of a brand name. New York: Free Press.
2. Aghaei Hashjin, M (2009): "Planning Tourism Development through zoning of Tourism Capacities and Attractions in Khalkhal City", M.Sc. Dissertation Islamic Azad University, Rasht Branch under the guidance of Dr. Nasrollah Hossein Molai, (in persian).
3. Alizadeh, Mohammad, (2012): "Strategic Planning for Tourism Development with Emphasis on Khalkhal City", MSc Dissertation, Faculty of Geography, University of Tehran, under the guidance of Dr. Mehdi Gharkhlo. (in persian).
4. Arasl, H. & Baradarani, S. (2014): European Tourist Perspective on Destination Satisfaction in Jordan’s industries. Procedia - Social and Behavioral Sciences, 109, PP: 1416-1425.
5. Bastos, W., & Levy, S. J. (2012). A history of the concept of branding: Practice and theory. Journal of Historical Research in Marketing, 4, 347–368.
6. Boo, S., Busser, J., & Baloglu, S, (2009): A model of customer-based brand equity and its application to multiple destinations. Tourism Management, 30 (2), PP: 219-231.
7. Chow, H. W., Ling, G. j., Hwang, K, P, (2017): Building brand equity through industrial tourism, Asia Pacific Management Review, Volume 22, Issue 2, PP: 70-79.
8. Dehdashti, Z.  Khani, S. Ajali, A  (2014) The Role of Advertising and Word of Mouth in Promoting Destination Brand Equity of Isfahan, Tourism Management Studies, Volume 9, Issue 25, PP 34-68.
9. Dristiks, N. (2004): Tourism as a Long-Run Economic Growth Factor: An Empirical Investigation for Greece Using Causality Analysis, 10, PP: 20-28.
10. Frias- Jamilena, D., Sabiote- Ortiz, Martin- Santana, Beerli- Palacio, (2018): The effect of Cultural Intelligence on consumer-based destination brand equity, Annals of Tourism Research 72, PP: 22–36.
11. Ghafari, M.  Ranjbarian, B Fathi, S  (2015) Developing a model for explaining tourism destination brand equity (Case study: Isfahan City), Quarterly Journal of Business Management  Volume:6 Issue:22. (in persian).
12. Ghalecheha, K (2011): "The Role of Ecotourism Capabilities in Khalkhal City in Tourism Development", M.Sc. Dissertation, Islamic Azad University, Tehran Center, Faculty of Literature and Humanities, under the guidance of Dr. Mojgan Afshar. (in persian).
13. Gomez, M., lopez, C., Molina, A., (2015): A model of tourism destination brand equity: The case of wine tourism destinations in Spain, Tourism Management 51, PP: 210-222.
14. Gounaris, S. P. & Stathakopoulos, V. (2004): Antecedents consequences of brand loyalty and: An empirical study. Journal of Brand Management, 11(4) PP: 283–307.
15. Hesam, M and Karimi, H (2016): "Evaluation and Prioritization of Tourism Destinations Based on Brand Equity from the Perspective of Tourism (Case Study: Gilan Province Cities)", Geography (Iranian Journal of Geography Association), Volume New, No. 49, pp. 355-337. (in persian).
16. Huang, ch, Liu, ch, (2018): The creative experience and its impact on brand image and travel benefits: The moderating role of culture learning, Tourism Management Perspectives 28, PP: 144–155.
17. Huang, Z. J., & Cai, L. A. (2015): Modeling consumer-based brand equity for multinational hotel brands–when hosts become guests. Tourism Management, 46(2), PP: 431–443.
18. Huh, J. (2006). Destination Branding as an Informational Signal and Its Influence on Satisfaction and Loyalty in the Leisure Tourism Market, (PhD thesis) Virginia Technology University.
19. Imani khoshkhou, M. H, Ayoubi yazdi, H (2010) The critical success factors of consumer-based Brand equity in Yazd tourism destination, tourism management studies, number 13, pp 127-152. (in persian).
20. Ismaili, S (2015) "Investigating the Impact of Price Advancement Dimensions on the Brand Equity of Travel Agencies", Dissertation Master of Tourism Management, Marketing Orientation, under the guidance of Dr. Mohsen Nazari, Faculty of Management, University of Tehran. (in persian).
21. Jafari, V.  Najjarzadeh, M.  Kiani Feizabadi, Z (2017) Survey Factors Affecting Tourism Destination Brand Equity (Case Study: Savadkuh County) Journal of Tourism Planning and Development, Volume 6, Issue 20 , PP 75-93. (in persian).
22. Jung Sun, K. H. (2013): Experience, Attraction, and Perceived Value of the Seniors Community Chorus Concert, International Review of Management and Business Research, (2) 1, PP: 234-249.
23. Kladou, S., & Mavragani, E. (2015). Assessing destination image: An online marketing approach and the case of TripAdvisor. Journal of Destination Marketing & Management, Volume 4, Issue 3, PP: 187-193.
24. Konecnik, M., & Gartner, W. C. (2007): Customer-based brand equity for a desti-natin. Annals of Tourism Research, 34(2), PP: 400-421.
25. Lai, K., & Li, X. (2016): Tourism destination image: Conceptual problems and definitional solutions. Journal of Travel Research, 55(8), PP: 1065–1080.
26. Lamzden, Los (2008): "Tourism Marketing" Translated by Abolfazl Tajzadeh Namin, Tehran, Payam Noor University Press, First Edition. (in persian).
27. Liu, C., Wu, T., Yeh, P., Chen, Sh., (2015) Equity-based customer loyalty mode for the upscale hotels  Alternative models for leisure and business travels, Tourism Management Perspectives 16, pp:  139–147.
28. Liu, Ch, H., Chou, Sh, F, (2016): Tourism strategy development and facilitation of integrative processes among brand equity, marketing and motivation, Tourism Management 54, PP: 298-308.
29. Liu, M. T., Wong, I. A., Tseng, t. Chang, A. W., (2017): Applying consumer-based brand equity in luxury hotel branding, Journal of Business Research 81, PP: 192–202.
30. Masgari, M. A. (2013): "Investigation and Prioritization of Factors Affecting the Brand Equity Value of West Azarbaijan Province Using MADM Techniques" M.Sc. Dissertation with the guidance of Dr. Ebrahim Abbasi. (in persian).
31. Mercille, J. (2005): Media effects on image: The case of Tibet. Annals of Tourism, Research, 32(4), PP: 1039 -1055.
32. Mohammed, A. Rashid, B. (2018): A conceptual model of corporate social responsibility dimensions, brand image, and customer satisfaction in Malaysian hotel industry, Kasetsart Journal of Social Sciences 39, PP: 358-364.
33. Momeni, M, Faale gaumei, A (2010), Statistical analysis using SPSS, Author's Publishing, First Edition, Tehran. (in persian).
34. Nadeau, J., Heslop, L., O'Reilly, N., & Luk, P. (2008): Destination in a country-image context. Annals of Tourism Research, 35(1), PP: 84-106
35. Nazari, M. Abedi, A. Khorasani Toraghi, H. (2017)  Determinants of Consumers’ Purchase Intention of Counterfeit Luxury Brands in Tehran, Journal of brand Management, Volume 4, Issue 1 - Serial Number 9, Pages 13-40. (in persian).
36. Oliver, R., L. (1999): Whence consumer loyalty? Journal of Marketing, 63(Special issue), PP: 33–44.
37. Pike, S., & Page, S. J. (2014): Destination marketing organizations and destination marketing: A narrative analysis of the literature. Tourism Management, 41, PP: 202–227.
38. Rahimnia, F, Fatemi, S. Z, and Harandi, A (2013): "Investigating the Interactions between Dimensions of Customer-Based Brand Equity (Case Study: Five Star Hotel in Mashhad)" Journal of Business Management, Volume 5, Number 4, pp. 20- 1. (in persian).
39. Rios, R. E., & Riquelme, H. E. (2008): Brand equity for online companies. Marketing Intelligence & Planning, 26(7), PP: 719-742.
40. Shaw, G., Williams, A. M., (2004) Tourism and Tourism Spaces, SAGE Publications.
41. Shirkhodaie, M.  Nejat, S Esfadani, M. R and Mahboubeh Shahi, M (2016) Investigating the Effect of Brand Salience on Tourism Destination Brand Loyalty, Tourism Management Studies, Volume 10, Issue 32, PP, 111-129.
42. Tajzadeh Namin, A.,  Esmaeil Mosharafi, F (2015) Prioritization of the Components of Brand Equity from the View Point of Domestic Tourists, Tourism Management Studies,  Volume 8, Issue 24, pp 35-58. (in persian).
43. Tasci, A., (2017): A quest for destination loyalty by profiling loyal travelers, Journal of Destination Marketing & Management 6, PP: 207–220.
44. UNWTO (2011): policy and practice for global tourism, the World Tourism Organization, Madrid, Spain.
45. Zaroki, SH. , Owliaaynasab M (2018). An Investigation of Effective Factors in the Growth of the Tourism with an Emphasis on Destination Competitiveness (Application of DPDM and GMM-Sys Estimator), Journal of Tourism Planning and Development, Volume 6, Issue 23, PP 77-104. (in persian).
46. Zeithaml, V. (1988) Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence, Journal of Marketing, Vol. 52, No. 3, pp. 2-22.