City Branding Strategy, in Order to Show the City of Batu as a Tourist Destination in Indonesia
Abstract
This research was conducted to obtain a clear relationship between the strategy of city branding in increasing tourist visits to the city of Batu Indonesai. The researcher proposes a new model and wants to explain the concept of a new indicator on the brand value destination variable. From the results of testing the model, using structural equation modeling (SEM) analysis, convenience sampling method and with the help of PLS Warp software, on 270 respondents. The results showed that the research model was accepted. The proposed model shows destination brand value to be the main determinant of tourist satisfaction and loyalty. The model can also prove that the indicators, comfort, fairness of costs, fun, get benefits make a positive contribution to the destination brand value. Where this is a new thing proposed in this study. The practical implication of the research is that tourism managers should pay attention to and enhance brand image, which until now has not yet had a maximum impact on destination brand value, by building brand popularity, building competitive advantages that can be used as an excuse for tourists to visit tourist objects
References
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[24] Li, X.R., Petrick, J.F. and Zhou, Y. 2007. Towards a Conceptual Framework of Tourists' Destination Knowledge and Loyalty, Journal of quality assurance. Hospitality and Tourism, 8(3): 79-96. DOI:https://doi.org/10.1080/15280080802080474
[25] Liu, H., et al. 2018. The Effect of Satisfaction on Loyalty in Consumption and Service Industry Based on Meta-analysis and It’s Algorithm. Wireless Pers Commun, 103: 963–982. DOI:https://doi.org/10.1007/s11277-018-5489-8
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[28] Murphy, P., Pritchard, M.P., and Smith, B. 2000. The destination product and its impact on traveller perceptions. Tourism Management, 21(1): 43-52. DOI: https://doi.org/10.1016/S0261-5177(99)00080-1
[29] Ogba, I., and Tan, Z. 2009. Exploring the impact of brand image on customer loyalty and commitment in China. Journal of Technology Management in China, 4(2): 132-144. DOI: https://doi.org/10.1108/1746877 0910964993
[30] Petrick, J.F. 2004. The Roles of Quality, Value, and Satisfaction in Predicting Cruise Passengers’ Behavioral Intentions. Journal of Travel Research, 42(4): 397-407. DOI: https://doi.org/10.1177/0047287 04263037
[31] Pike, S. 2007. Consumer-based brand equity for destinations: practical DMO performance measures. Journal Travel Tour Mark, 22(1): 51–61. DOI: https://doi.org/10.1300/J073v22n01_04
[32] Pike, S., Bianchi, C., Kerr, G. and Patti, C. 2010. Consumer‐based brand equity for Australia as a long‐haul tourism destination in an emerging market. International Marketing Review, 27(4): 434-449. DOI:https://doi.org/10.1108/02651331011058590
[33] Pike, S. and Bianchi, C. 2013. Destination Brand Equity for Australia: Testing a Model of CBBE inShort Haul and Long-Haul Markets. Journal of Hospitality and Tourism Research, 40(1): 114-134. DOI:https://doi.org/10.1177/1096348013491604
[34] Radišić, B.B. and Mihelić, B. 2006. The tourist destination brand. Tourism and Hospitality Management, 12(2), 2006, 183-189. Available at: https://hrcak.srce.hr ›
[35] Rangkuti, F. 2014. Manajemen Persediaan Aplikasi di Bidang Bisnis. Jakarta: PT. Raja Grafindo Persada.
[36] Ruzzier, M.K. 2010. Extending the Tourism Destination Image Concept into Customer-Based Brand Equity for a Tourism Destination. Ekonomska istraživanja, 23(3): 24-42. DOI:https://doi.org/10.1080/1331677X.2010.11517421
[37] Stojanovic, I., Andreu, L., and Curras. P.R. 2018. Effects of the intensity of use of social media on brand equity: An empirical study in a tourist destination. European Journal of Management and Business Economics, 27(1): 83-100. DOI: https://doi.org/10.1108/EJMBE-11-2017-0049
[38] Supina. 2015. The relationship between Brand Awareness and Brand Quality with the desire to re-visit tourist attractions. Case study in Cibuntu Tourism Village, Kuningan, West Java. Journal of Hospitality and Tourism, 1: 62-73.
[39] Sweeney, J.C. and Wyber, F. 2002. The Role of Cognitions and Emotions in the Music-Approach-Avoidance Behavior Relationship. Journal Service Marketing, 16(1): 51-69. DOI: https://doi.org/10.1108/ 08876040210419415
[40] Sweeney, J.C., and Soutar, G.N. 2001. Consumer perceived value: Development of a multiple item scale. Journal of Retailing, 77(2): 203-220. DOI: https://doi.org/10.1016/S0022-4359(01)00041-0
[41] Tasci, A.D.A., Gartner, W.C., and Cavusgil, S.T. 2007. Measurement of destination brand bias using a quasi-experimental design. Tourism Management, 28(6): 1529–1540. DOI: https://doi.org/10.1016/ j.tourman .2007.02.009
[42] Tjiptono, F. 2014. Marketing Services. Principles, Implementation and Research, Yogyakarta: Andi Offset.
[43] Vinh, T.T. and Huy, L.V. 2016. The Relationships among Brand Equity, Brand Preference, and Purchase Intention: Empirical Evidence from the Motorbike Market in Vietnam. International Journal of Economics and Finance, 8(3): 75-85. DOI: https://doi.org/10.5539/ijef.v8n3p75
[44] Woodside, A. G., and Lysonski, S. 1989. A general model of traveler destination choice. Journal of Travel Research, 27: 8-14. DOI: https://doi.org/10.1177/004728758902700402
[2] Aaker, D.A. 1996. Measuring brand equity across products and markets. California Management Rev., 38: 102-120. Available at: https://pdfs.semanticscholar.org/
[3] Abbasi, M., Ahmad, R., and Seyed, K.N. 2014. Assessment of factors affecting destination brand value in tourism industry (Shiraz city). International Journal of Scientific Management and Development, 2(10): 518-528. Available at: http://www1.persianstat.com/
[4] Abdel, F.A. 2013. Analysis of the Antecedents of Customer-Based Brand Equity and Its Application to Multiple Destinations. Interdisciplinary Journal of Contemporary Research in Business, 5(5): 71-90. Available at: https://journal-archieves35.webs.com/71-90.pdf
[5] Blain, C., Levy, S.E. and Ritchie, J.R.B. 2005. Destination Branding: Insights and Practices from Destination Management Organizations. Journal of Travel Research, 43(4): 328-338. DOI:https://doi.org/10.1177/ 0047287505274646
[6] Botterill, D.T. and Crompton, J.L. 1996. Two case studies exploring the nature of the tourist’s experience. Journal of Leisure Research, 28(1): 57–82. Available at https://www.cabdirect.org/cabdirect/abstract/19961807299
[7] Buil, I., Leslie, D.C. and Eva, M. 2013. Examining the Role of Advertising and Sales Promotions in Brand Equity Creation. Journal of Business Research, 66: 115-122. DOI:https://doi.org/10.1016/j.jbusres.2011. 07.030
[8] Chekalina, T., Fuchs, M. and Lexhagen, M. 2016. Customer-Based Destination Brand Equity Modeling: The Role of Destination Resources, Value for Money, and Value in Use. Journal of Travel Research (JTR), 57(1): 31-51. DOI: https://doi.org/10.1177/0047287516680774
[9] Chen, C.F. and Myagmarsuren, O. 2011. Brand Equity, Relationship Quality, Relationship Value, and Customer Loyalty: Evidence from the Telecommunications Services. Total Quality Management & Business Excellence, 22(9): 957-974. DOI: https://doi.org/10.1080/14783363.2011.593872
[10] Dobni, D. and Zinkhan, GM. 1990. In Search of Brand Image: A Foundation Analysis. Advances in Consumer Research, 17: 110-119. Available at https://www.semanticscholar.org/paper/
[11] Dodds, W.B., Kent, B., Monroe and Grewal, D. 1991. Effects of Price, Brand, and Store Information on Buyers Product Evaluations. Journal of Marketing Research, 28: 307-319. DOI:https://doi.org/10.2307/3172866
[12] Gartner, W.C., Tasci, ADA., and So, SIA. 2007. Branding Macao: an application of strategic branding for destinations. In: 2nd International Conference on Destination Branding and Marketing: New Advances and Challenges for Practice. Macao SAR, China, December 2007: 17–19
[13] Hair Jr. J.F, Hult G.T., Ringle. C.M. and Sarstedt M. 2014. A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). California: SAGE Publication.
[14] Hosany, S., Ekinci, Y. and Uysal, M. 2006. Destination image and destination personality: An application of branding theories to tourism places. Journal of Business Research, 59(5): 638-642. DOI:https://doi.org/10.1016/j.jbusres.2006.01.001
[15] Hussein, A.A.M. 2013. An Investigation into Brand Value Dimensionality and Its Effects on Loyalty: Evidence from the High-Tech Brandscapein Saudi Arabia. 1-312. Available at https://bura.brunel.ac.uk/ bitstream/ 2438/13011/1/.pdf.
[16] Kapferer, J.N. 2008. New Strategic Brand Management: Creating and Sustaining Brand Equity Long Term 4th Edition. London and Philadelphia: Kogan Page Limited.
[17] Keller. 2008. Strategic Brand Management, 3E Provides Insights into How To Create Profitable Brand Strategies By Building, Measuring, And Managing Brand Equity. Available at: https://books.google.co.id/books?id=eAEqG_x_QrcC
[18] Kim, S.H., Han, H.S., Holland, S. and Byon, K.K. 2009. Structural relationships among involvement, destination brand equity, satisfaction and destination visit intentions: The case of Japanese outbound travelers. Journal of Vacation Marketing, 15: 349-365. DOI: https://doi.org/10.1177/1356766709335835
[19] Konecnik, M. and Gartner, W.C. 2007. Customer-Based Brand Equity for a Destination. Annals of Tourism Research, 34(2): 400–421. DOI: https://doi.org/10.1016/ j.annals.2006.10.005
[20] Kotler, P. 2015. Marketing management, millennium edition, India: Prentice Hall of Indi.
[21] Kotler, P., and Keller, K.L. 2016. Marketing Management, 15th Edition, Pearson Education Limited.
[22] Kwun, J.W. and Oh, H. 2008. Effects of Brand, Price, and Risk on Customers' Value Perceptions and Behavioral Intentions in the Restaurant Industry. Journal of Hospitality and Leisure Marketing, 11(1): 31-49. DOI: https://doi.org/10.1300/J150v11n01_03
[23] LaBarbera, P.A. and Mazursky, D. 1983. A longitudinal assesment of consumer satisfaction/dissatisfaction. Journal of Marketing Research, 20(4): 393-404. DOI: https://doi.org/10.2307/3151443
[24] Li, X.R., Petrick, J.F. and Zhou, Y. 2007. Towards a Conceptual Framework of Tourists' Destination Knowledge and Loyalty, Journal of quality assurance. Hospitality and Tourism, 8(3): 79-96. DOI:https://doi.org/10.1080/15280080802080474
[25] Liu, H., et al. 2018. The Effect of Satisfaction on Loyalty in Consumption and Service Industry Based on Meta-analysis and It’s Algorithm. Wireless Pers Commun, 103: 963–982. DOI:https://doi.org/10.1007/s11277-018-5489-8
[26] Midleton, V. 2001. Marketing in Travel and Tourism. 3rd ed. Butterworth, Heinemann, Thousand Oaks, CA: Sage Publications
[27] Milman, A. and Pizam, A. 1995. The Role of Awareness and Familiarity with a Destination: The Central Florida Case. Journal of Travel Research, 33 (3): 21-22. DOI: https://doi.org/10.1177/004728759503300304
[28] Murphy, P., Pritchard, M.P., and Smith, B. 2000. The destination product and its impact on traveller perceptions. Tourism Management, 21(1): 43-52. DOI: https://doi.org/10.1016/S0261-5177(99)00080-1
[29] Ogba, I., and Tan, Z. 2009. Exploring the impact of brand image on customer loyalty and commitment in China. Journal of Technology Management in China, 4(2): 132-144. DOI: https://doi.org/10.1108/1746877 0910964993
[30] Petrick, J.F. 2004. The Roles of Quality, Value, and Satisfaction in Predicting Cruise Passengers’ Behavioral Intentions. Journal of Travel Research, 42(4): 397-407. DOI: https://doi.org/10.1177/0047287 04263037
[31] Pike, S. 2007. Consumer-based brand equity for destinations: practical DMO performance measures. Journal Travel Tour Mark, 22(1): 51–61. DOI: https://doi.org/10.1300/J073v22n01_04
[32] Pike, S., Bianchi, C., Kerr, G. and Patti, C. 2010. Consumer‐based brand equity for Australia as a long‐haul tourism destination in an emerging market. International Marketing Review, 27(4): 434-449. DOI:https://doi.org/10.1108/02651331011058590
[33] Pike, S. and Bianchi, C. 2013. Destination Brand Equity for Australia: Testing a Model of CBBE inShort Haul and Long-Haul Markets. Journal of Hospitality and Tourism Research, 40(1): 114-134. DOI:https://doi.org/10.1177/1096348013491604
[34] Radišić, B.B. and Mihelić, B. 2006. The tourist destination brand. Tourism and Hospitality Management, 12(2), 2006, 183-189. Available at: https://hrcak.srce.hr ›
[35] Rangkuti, F. 2014. Manajemen Persediaan Aplikasi di Bidang Bisnis. Jakarta: PT. Raja Grafindo Persada.
[36] Ruzzier, M.K. 2010. Extending the Tourism Destination Image Concept into Customer-Based Brand Equity for a Tourism Destination. Ekonomska istraživanja, 23(3): 24-42. DOI:https://doi.org/10.1080/1331677X.2010.11517421
[37] Stojanovic, I., Andreu, L., and Curras. P.R. 2018. Effects of the intensity of use of social media on brand equity: An empirical study in a tourist destination. European Journal of Management and Business Economics, 27(1): 83-100. DOI: https://doi.org/10.1108/EJMBE-11-2017-0049
[38] Supina. 2015. The relationship between Brand Awareness and Brand Quality with the desire to re-visit tourist attractions. Case study in Cibuntu Tourism Village, Kuningan, West Java. Journal of Hospitality and Tourism, 1: 62-73.
[39] Sweeney, J.C. and Wyber, F. 2002. The Role of Cognitions and Emotions in the Music-Approach-Avoidance Behavior Relationship. Journal Service Marketing, 16(1): 51-69. DOI: https://doi.org/10.1108/ 08876040210419415
[40] Sweeney, J.C., and Soutar, G.N. 2001. Consumer perceived value: Development of a multiple item scale. Journal of Retailing, 77(2): 203-220. DOI: https://doi.org/10.1016/S0022-4359(01)00041-0
[41] Tasci, A.D.A., Gartner, W.C., and Cavusgil, S.T. 2007. Measurement of destination brand bias using a quasi-experimental design. Tourism Management, 28(6): 1529–1540. DOI: https://doi.org/10.1016/ j.tourman .2007.02.009
[42] Tjiptono, F. 2014. Marketing Services. Principles, Implementation and Research, Yogyakarta: Andi Offset.
[43] Vinh, T.T. and Huy, L.V. 2016. The Relationships among Brand Equity, Brand Preference, and Purchase Intention: Empirical Evidence from the Motorbike Market in Vietnam. International Journal of Economics and Finance, 8(3): 75-85. DOI: https://doi.org/10.5539/ijef.v8n3p75
[44] Woodside, A. G., and Lysonski, S. 1989. A general model of traveler destination choice. Journal of Travel Research, 27: 8-14. DOI: https://doi.org/10.1177/004728758902700402
Published
2020-06-30
How to Cite
PANJAITAN, Hotman.
City Branding Strategy, in Order to Show the City of Batu as a Tourist Destination in Indonesia.
Journal of Environmental Management and Tourism, [S.l.], v. 11, n. 4, p. 863-873, june 2020.
ISSN 2068-7729.
Available at: <https://journals.aserspublishing.eu/jemt/article/view/5209>. Date accessed: 27 dec. 2024.
doi: https://doi.org/10.14505//jemt.v11.4(44).10.
Section
Article
Copyright© 2024 The Author(s). Published by ASERS Publishing 2024. This is an open access article distributed under the terms of CC-BY 4.0 license.