Customer-based Brand Equity for a Tourism Destination (CBBETD): the Specific Case of Bandung City, Indonesia

IF 0.9 Q3 ECONOMICS

Organizations and Markets in Emerging Economies Pub Date : 2019-09-09 DOI:10.15388/OMEE.2013.4.1.14255

Hartanto Yuwo, John B. Ford, M. S. Purwanegara

引用次数: 26

Abstract

This study examines in detail the use of customer-based brand equity for a tourism destination (CBBETD) as a strategic tool for use with a specific city (Bandung City, Indonesia in this instance). The CBBETD scale developed by Konecnik (2005) and empiricized by Konecnik and Gartner (2007) was successfully adapted using qualitative and quantitative refinements for the city of Bandung. A sample of 400 visitors to Bandung was surveyed, and empirical psychometric assessment was run. The scale required minor adaptations but was found to be appropriate for use in this new context. The components of customer-based brand equity for a tourism destination were found to be: awareness, image, quality and loyalty. The successful adaptation of the scale is encouraging as it provides strategic insight on strengthening destination positioning in the minds of both current and future tourists. Managerial implications and suggestions for future research are provided.

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基于顾客的旅游目的地品牌资产(CBBETD):以印尼万隆市为例

本研究详细考察了旅游目的地基于客户的品牌资产（CBBETD）作为特定城市（本例中为印度尼西亚万隆市）使用的战略工具的使用情况。Konecnik（2005年）开发的CBBETD量表，以及Konecnik&Gartner（2007年）的经验，通过对万隆市的定性和定量细化，成功地进行了调整。对400名万隆游客进行了抽样调查，并进行了实证心理测量评估。该量表需要进行小的调整，但被发现适合在这种新的背景下使用。旅游目的地基于客户的品牌资产的组成部分是：知名度、形象、质量和忠诚度。规模的成功调整令人鼓舞，因为它为加强当前和未来游客心目中的目的地定位提供了战略见解。为今后的研究提供了管理启示和建议。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Organizations and Markets in Emerging Economies ECONOMICS-

CiteScore

1.60

自引率

0.00%

发文量

审稿时长

20 weeks

期刊介绍： The journal aims to contribute to the development and dissemination of multidisciplinary knowledge on organizations and markets in emerging economies, to increase dialogue among scholars focused on a specific emerging economy or region and to encourage and give an outlet to high quality scholarship, both local and international, to this subject. Organizations and Markets in Emerging Economies welcomes analysis of emerging economies from the perspectives of organizational sciences, marketing, economics, finance and related disciplines. The journal appreciates studies that highlight specificities and patterns that occur in emerging economies and develop new empirical and theoretical knowledge on the subject.