Brand Equity Analysis of Urban Tourism Destination (Case Study: Marivan City)

Document Type : Research article

Authors

1 Assistant Professor of Geography and Urban Planning, Payame Noor University, Tehran, Iran

2 PhD Candidate in Urban Planning and Design, University of Science and Technology Iran

3 MA in Geography and Urban Planning, Kharazmi University, Tehran, Iran

Abstract

Introduction
Tourism, in recent decades, is considered as a fundamental driving at the current competitive age worldwide. The tourism is one of the factors playing an important role in development of public order or disorder. The development of tourism activities can cause outbreak deep changes in most of objective and subjective indexes and the major economic, social, cultural and environmental features of target societies. Different cities of the world make efforts to recognize their role at the national and international level. Meanwhile, each of the results tries to play an active and effective role based on their distinguished characteristics. The urban compatibility is the subject which attracted special attention during the recent years. It takes a city several decades to apply the marketing techniques. The urban branding is a factor which has close relationship with the city function and is one of the significant factors in the definition of identity and personality of city. It causes entailing the good mental picture for the city. There are many attractions and tourism destinations where comprehensive and effective planning was not performed for them.
Marivan city is a notable example; although there are various touristic destinations in Marivan with no effective practices in the area of its brand equity. The focus on the brand equity of tourism destination is of the most importance. Several ingredients and indices form the brand equity that their impression and correlations are still in doubt in the study area. Thus, the present paper aims to answer the question of what is the link between the key ingredients of tourism destinations and their impressions. 
Methodology 
The present research is an applied study and applies a quantitative method. By the use of documentary and library studies, the key elements of target brand equity of tourism were classified into brand picture, brand awareness, perceived qualities and fidelity. For the study of situations existing in every mentioned element, the indexes and expertized questions were formulized and the data related to every index in the study scope were collected by the use of questionnaire. The Partial Least Squares Structural Equation Modeling (PLS- SEM) was applied in Smart- PLS for the purpose of relationships between the research elements. The structure of research model based on mentioned elements as the latent variables and indexes defined for each of them were regarded as the observable variables. Based on Partial Least Squares Structural Equation Modeling, the number of required questionnaires is ten times the number of observable variables of the element which has the most number of variables in comparison to the other elements and an extra variable was taken into account for further confidence and, accordingly, 120 questionnaires were used for field study and collecting the data related to observable variables.   The reliability of questionnaire by test of Chronbakh's Alpha was obtained more than 0.7 and this confirms the reliability of questionnaire. In the process of modeling, the composite model was used for the study of observable variables in the elements of brand picture and perceived quality; and the reflective model in the structural model was used for the elements of brand awareness and fidelity. The effectiveness of brand picture on the brand awareness and fidelity is relatively strong that this indicates the proper and appropriate performance of indexes of elements of brand picture in Marivan. Therefore, it can be said that, in the study scope, the beautiful nature and landscape, proper weather, lake and mountains, attractive historical attraction, attractive cultural attraction, hospitable people, attractive local food, appropriate purchase facilities, proper commercial situation, peaceful and calm environment and the unique handicrafts in the target brand equity are of special importance.
Results and discussion  
Results show the coefficients of direct effect of perceived quality on brand awareness, brand awareness on loyalty, brand image on loyalty and brand image on awareness was 0.326, 0.326, 0.649 and 0.662, respectively. Moreover, the coefficients of the indirect effect of brand image on loyalty as well as perceived quality on loyalty were 0.215 and 0.106, respectively. With regard to the given structural modeling, the most total effect (0.864) was found for the brand image. Brand image and perceived quality have total effect coefficients of 0.326 and 0.864, respectively, directly and indirectly, and anticipate 0.92.5 and 0.92.9 (%) of the total variance of brand awareness and loyalty.
Conclusion
The least effectiveness of elements in the structural model of research is related to the effectiveness of elements of brand awareness on the fidelity. In this regard, it can be said that the management of tourism affairs has had no proper performance and the management of tourism affairs of city, for the purpose of development of mentioned element, should provide the situation for improvement of indexes of resolving power in comparison to the other destinations, features of tourism destination, ability for reminding the symbol and logo of destination and determination for purchase as the priorities of management and planning. Thus, the effort should be made to improve all the indexes of brand equity and fidelity to brand among the tourists traveled to Marivan city. With regard to this matter that the tourists are not able to test their selections physically, their decision- makings are more based on the mental pictures that they make before the selection of product or the services presented by the destination. Therefore, it is suggested that the influential managers and authorities in this case should try to make a valuable picture from this city as tourism destination by the use of marketing tools specially the propaganda including posters, media advertisements, holding the festivals, conference and expertized meetings.

Keywords

References

  1. Chekalina, T., Fuchs, M., and Lexhagen, M., 2018, Destination Brand Promise: The Core of Customer-Based Brand Equity Modeling, Tourism Analysis, Vol. 23, PP. 93–107.
  2. De Oliveira Santos, G. E., and De Moura Engracia Giraldi, J., 2017, Reciprocal Effect of Tourist Destinations on the Strength of National Tourism Brands, Tourism Management, Vol. 61, PP. 443-450.
  3. Ekinci, Y., Sirakaya Turkc, E., and Preciado, S., 2013, Symbolic Consumption of Tourism Destination Brands, Journal of Business Research, Vol. 66, No. 6, PP. 711-718.
  4. Frías Jamilena, D. M., Sabiote Ortiz, C. M., Martín-Santana, J. D., and Beerli Palaci, A., 2018, The Effect of Cultural Intelligence on Consumer-Based Destination Brand Equity, Annals of Tourism Research, Vol. 72, PP. 22-36.
  5. Kaushal, V., Sharma, S., and Reddy, G. M., 2018, A Structural Analysis of Destination Brand Equity in Mountainous Tourism Destination in Northern India, Journal Tourism and Hospitality Research, Preview Number, PP. 1-13.
  6. Kim, Y. H., Li, H., and Nauright, J., 2018, A Destination Development by Building a Brand Image and Sport Event Tourism: A Case of Sport City USA, Journal Sport in Society, Vol. 21, No. 8, PP. 1196–1203.
  7. Maja Konečnik, R., 2010, Extending the Tourism Destination Image Concept into Customer-Based Brand Equity For A Tourism Destination, Journal Economic Research Ekonomska Istrazivanja, Vol. 23, No. 3, PP. 24-42.
  8. Martins, M., 2015, The tourist Imagery, The Destination Image and the Brand Image, Journal of Tourism and Hospitality Management, Vol. 3, No. 2, PP. 1-14.
  9. Munazza, S., and Imran, S., 2019, Customer-Based Brand Equity and Destination Visit Behavior in the Tourism Industry: The Contingent Role of Social Media, Quality and Quantity International Journal of Methodology, First Online 01, PP. 1–22.

10. Rodríguez Molina, M. A., Frías-Jamilena, D. M., Del Barrio-García, S., and Castañeda García, J. A., 2019, Destination Brand Equity-Formation: Positioning by Tourism Type and Message Consistency, Journal of Destination Marketing and Management, Vol. 12, PP. 114–124.

11. Tran, V., Nguyen, N., Tran, P., Tran, T. and Huynh, T., 2019, Brand equity in a tourism destination: a case study of domestic tourists in Hoi An city, Vietnam, Tourism Review, Vol. 74, No. 3, PP. 704-720.

12. Trung Tran, V., Phuc Nguyen, N., Kim Tran, P., Tran, T. N., and Phuong Huynh, T. T., 2019, Brand Equity in a Tourism Destination: A Case Study of Domestic Tourists in Hoi An City, Vietnam, Tourism Review, Vol. 74, No. 3, PP. 704-720.

13. Bahari, J., Farahani, B., Bahari, Sh., Bazleh, M., and Bahari, H., 2017, Evaluation of Brand Equity in Tourism Destination from Viewpoint of Domestic Tourists (Case Study: Tabriz City), Geogrophical Quarterly of Tourism Space, Vol. 6, No. 24, PP. 73-100. (In Persian)

14. Ghaffari, M., and konjkav Monfared, A., 2018, Effect of Social Responsbilities on Development of Brand Equity of Tourism Destinations, Case Study: Isfahan City, Two- Quarterly of Tourism Social Studies, Vol. 6, No. 11, PP. 139-162. (In Persian)

15. Ghasemi, M., and Najarzadeh, M., 2015, Study of Factors Effective on Brand Fidelity and Its Relationship with Oral Commendation to Others, Case Study: Tourists of Entrance of Isfahan City, Urban Tourism Quarterly, Vol. 2, No. 2, PP. 153-165. (In Persian)

16. Hemmati, R., and Zahrani, D., 2014, Study of Factors Effective on Foreign Tourists' Satisfaction and Fidelity to Isfahan as Tourism Brand, Journal of Tourism Planning and Development, Vol. 3, No. 10, PP. 182-204. (In Persian)

17. Hesam, M., and Karimi, S., 2016, Evaluation and Prioritization of Tourism Destinations Based on Brand Equity From Tourists' Viewpoint, Case Study: Province of Gilan Province, Quarterly of Geogrophy, Vol. 14, No. 49, PP. 337-353. (In Persian)

18. Hoseyn Nezhad, Z., Nezami, Sh., and Rahimniya, F., 2018, Efeect of Discovering and Polishing Strategies on Brand Picture and Client's Commitment to Brand Perfrmance, Quarterly of Strategic Management Researches, Vol. 24, No. 68, PP. 13-36. (In Persian)

19. Imani Khoshkhoo, M., and Ayoobi Yazdi, H., 2010, Factors Effective on Brand Equity in Tourism Destination of Yazd city, Quarterly of Tourism Management Studies, Vol. 5, No. 13, PP. 113-137. (In Persian)

20. Jafari, V., Najarzadeh, M., and Kyani Fayzabadi, Z., 2017, Study of Factors Effective on Brand Equity of Tourism Destination, Case Study: Savadkooh City, Journal of Tourism Planning and Development, Vol. 6, No. 20, PP. 75-93. (In Persian)

21. Karroubi, M., Vafaie, A., and Seyyedi, P., 2017, Factors Effective on General Satisfaction with Moderating Role of Brand Equity of Tourism Destination, Case Study: Tourists Visiting from Golestan Palace in Tehran, Quarterly of Tourism and Development, Vol. 6, No. 10, PP. 1-22. (In Persian)

22. Koozegar kalji, L., Aghaei, P., and Mohammadi, H., 2017, Effect of Tourism Brand Equity on Fidelity of Tourists of Museum, Case Study: National Museum of Iran, Quarterly of Tourism and Development, Vol. 6, No. 11, PP. 190-207. (In Persian)

23. Kyani Feyzabadi, Z., 2018, Factors Effective on Fidelity to Tourism Destination with Moderating Role of Tourists' Satisfaction, Case Study: Kashan City, Urban Tourism Quarterly, Vol. 5, No. 4, PP. 105-120. (In Persian)

24. Mahmoudi Pachal, Z., Zareai, Qh., and Bashokouh Ajirlo, M., 2017, Presentation of Model of Client- cintered Brand Equity in Saraein Tourism Destination, Quarterly of Tourism and Development, Vol. 6, No. 3, PP. 116-138. (In Persian)

25. Najarzadeh, M., Ebrahimi, S., and Golestaneh, R., 2019, Using Tourism Brand for Creating Travel Motivation with Moderating Role of Atttitude toward Tourism Destintion, Quarterly of Tourism Management Studies, Vol. 14, No. 45, PP. 139-166. (In Persian)

26. Nazari, M., Mira, S., and Esmaili, S., 2018, Effect of Price Development on Brand Equity, Case Study: Travel Agencies of Tehran City, Quarterly of Tourism Management Studies, Vol. 13, No. 41, PP. 57-82. (In Persian)

27. Ramazanzadeh, M., Akbaryan Ronizi, S., Ramazanifar, H., and Heydari, Z., 2015, Development of Tourism in Coastal Cities of and Social Security, Case Study: Tonekabon City, Researches of Geogrophy of Uran Planning, Vol. 3, No. 3, PP. 309-324. (In Persian)

28. Rezghi, M., Shahabyan, P., Modiri, A., and Ahmadyan, R., 2018, Evaluation of Indexes Effective on Brand Equity of Target Brand in Historical Cities of Iran From Foreign Tourists, Viewpoint, Urban Tourism Quarterly, Vol. 5, No. 4, PP. 137-152. (In Persian)

29. Shirkhodaei, M., Nejat, M., Esfidani, M., and Shahi, M., 2015, Study of Efeect of Brand Prominence on Brand Fidelity of Tourism Destination, Quarterly of Tourism Management Studies, Vol. 10, No. 32, PP. 111-129. (In Persian)

30. Tajzadeh Namin, A., and Esmail Moshrafi, F., 2013, Prioritization of Elements of Brand Equity in Tourism Destination from Viewpoint of Domestic Tourists, Quarterly of Tourism Management Studies, Vol. 8, No. 24, PP. 35-58. (In Persian)

31. Torkestani, M., Bakhshizadeh Borj, K., and Jahadi, P., 2018, Mapping Association Networks of Kish Free Zone's Tourist Branding Using Brand Conceptual Mapping Method, Quarterly of Tourism Management Studies, Vol. 13, No. 42, PP. 41-65. (In Persian)

32. Zareai, Gh., Bashokouh Ajirlo, M., and Mahmodi Pachal, Z., 2018, Analysis of Comprehensive Correlation of Dimensions of Client- centered Brand Equity of Saraein Tourism Destination, Quarterly of Tourism Management Studies, Vol. 13, No. 42, PP. 161-185. (In Persian)

Geographical Urban Planning Research (GUPR)
Volume 7, Issue 2
July 2019
Pages 333-348

Files

Share

How to cite

Statistics