FACTORS INFLUENCING DESTINATION BRAND EQUITY OF CILETUH-PELABUHANRATU UNESCO GLOBAL GEOPARK (CPUGGP)

Abstract

The tourism industry is a key driver in the socio-economic growth of countries and regions in Indonesia. Indonesia has great potential; this is realized from the choice of six tourism areas that have received UNESCO Global Geopark (UGG) certification, one of which is CPUGGp. But unfortunately, CPUGGp cannot be considered to have optimal and uneven results, besides that competition for tourist destinations is increasing. Therefore, an important aspect that needs to be done is an effective brand formation strategy. This study analyzes factors that affect destination brand equity. Methods and data analysis using Structural Equation Modeling (SEM) to measure the four variables it has brand awareness, brand association, brand equity, and brand loyalty. Results showed that the indicators of each variable were poorly assessed. Regarding the effect, the four indicators have a significant effect on destination brand equity. This research recommends building brand recognition, brand recall, to become top of mind, increasing brand association to improve safety, convenience related to costs, increasing perceived quality through cleanliness and facilities, and increasing brand loyalty by adding value revenue through collaboration.