Consumer Brand Engagement and Brand Communications on Destination Brand Equity Maritine Tourism in Indonesia
Abstract
This study aimed to understand the influence of consumer-brand engagement and brand communication on destination brand equity, survey to maritime tourism of Ujung Kulon and Anak Krakatau, Banten. The population chosen in this study is the Instagram followers of Ujung Kulon and Krakatau Banten.The total of the samples are 96 respondents chosen using purposive sampling. This study used inferential statistic tests, which were divided into two: The correlation Test and Linear Regression Test. This study used a correlational survey method Approach. This research used a quantitative approach and a positivist paradigm. The results showed that the use of Instagram is successful in creating destination brand equity because the entertainment and interaction dimension provided a strong effect on the loyalty dimension of the destination brand equity variable. People who are online and following the Instagram account became loyal because the pictures posted gave entertainment value, joy, and relaxation effect. The interaction between the followers and admin of the account of Maritime Tourism of Ujung Kulon and Anak Krakatau, Banten also added the entertainment value. This study provides new contributions regarding the promotion of maritime tourism destinations through theories about brand engagement, brand equity, and brand communication.
References
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[6] Campbell, M.C., and Keller, K.L. 2003. Brand Familiarity and Advertising Repetition Effects. Journal of Consumer Research, 30(2): 292-304. DOI:https://doi.org/10.1086/376800
[7] Campón-Cerro, A.M., Hernández-Mogollón, J.M., and Alves, H. 2017. Sustainable improvement of competitiveness in rural tourism destinations: The quest for tourist loyalty in Spain. Journal of Destination Marketing & Management, 6(3): 252-266. DOI:https://doi.org/10.1016/j.jdmm.2016.04.005
[8] Cimbaljević, M. 2015. Social media marketing in tourism and hospitality. Annals of Tourism Research, 54: 236-238. DOI:https://doi.org/10.1016/j.annals.2015.05.006
[9] Chi, H.K., Huang, K.C., and Nguyen, H.M. 2020. Elements of destination brand equity and destination familiarity regarding travel intention. Journal of Retailing and Consumer Services, 52: 101728. DOI:https://doi.org/10.1016/j.jretconser.2018.12.012
[10] Chu, S.C., and Kim, J. 2018. The current state of knowledge on electronic word-of-mouth in advertising research. International Journal of Advertising, 37(1):1-13. DOI:https://doi.org/10.1080/02650487.2017.1407061
[11] de Rojas, C., and Camarero, C. 2008. Visitors' experience, mood, and satisfaction in a heritage context: Evidence from an interpretation center. Tourism Management, 29(3): 525–537. DOI:https://doi.org/10. 1016/j.tourman.2007.06.004
[12] del Bosque, I. R., and San Martín, H. 2008. Tourist satisfaction a cognitive-affective model. Annals of Tourism Research, 35: 551-573. DOI:https://doi.org/10.1016/j.annals.2008.02.006
[13] Ding, S., Lin, J., and Zhang, Z. 2021. The Influences of Consumer-to-Consumer Interaction on Dissatisfactory Consumers’ Repetitive Purchases in Network Communities. Sustainability, 13(2):869. DOI:https://doi.org/10.3390/su13020869
[14] Gartner, W.C. 2014. Brand equity in a tourism destination. Place Branding and Public Diplomacy, 10(2), 108-116. DOI: https://doi.org/10.1057/pb.2014.6
[15] Garrod, B., Wornell, R., and Youell, R. 2006. Re-conceptualising rural resources as countryside capital: The case of rural tourism. Journal of Rural Studies, 22(1): 117-128. DOI:https://doi.org/10.1016/j.jrurstud.2005.08.001
[16] Godey, B., Manthiou, A., Pederzoli, D., JoonasRokka, Aiello, G., Donvito, R., and Singh, R. 2016. Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior. Journal of Business Research, 69(12): 5833-5841. DOI:https://doi.org/10.1016/j.jbusres.2016.04.181
[17] Gomez, R.M., Lopez, C., and Molina, C.A. (2015). A model of tourism destination brand equity: The case of wine tourism destinations in Spain. Tourism Management, 51: 210-222. DOI:https://doi.org/10.1016/j.tourman.2015.05.019
[18] Hankinson, G. 2005. Destination brand images: a business tourism perspective. Journal of Services Marketing, 19(1): 24-32. DOI:https://doi.org/10.1108/08876040510579361
[19] Hildebrandt, T., and Isaac, R. 2015. The Tourism Structures in Central Vietnam: Towards a Destination Management Organisation. Tourism Planning and Development, 12(4):463-478. DOI:https://doi.org/10.1080/21568316.2015.1038360
[20] Hollebeek, L.D., Glynn, M.S., and Brodie, R.J. 2014. Consumer brand engagement in social media: Conceptualization, scale development, and validation. Journal of Interactive Marketing, 28(2): 149–165. DOI:https://doi.org/10.1016/j.intmar.2013.12.002
[21] Hsieh, A.T., and Li, C.K. 2008. The moderating effect of brand image on public relations perception and customer loyalty. Marketing Intelligence and Planning, 26(1): 26-42. DOI:https://doi.org/10.1108/02634500810847138
[22] Hulland, J., Baumgartner, H., Smith, K.M. 2018. Marketing survey research best practices: evidence and recommendations from a review of JAMS articles. Journal of the Academy of Marketing Science, 46(1):92-108. DOI:https://doi.org/10.1007/s11747-017-0532-y
[23] Im, H.H., Kim, S.S., Elliot, S., and Han, H. 2012. Conceptualizing destination brand equity dimensions from a consumer-based brand equity perspective. Journal of Travel and Tourism Marketing, 29(4): 385-403. DOI:https://doi.org/10.1080/10548408.2012.674884
[24] Išoraite, M. 2014. ICT and entrepreneurship: social network marketing. Entrepreneurship and Sustainability Issues, 2: 19–29. DOI: https://doi.org/10.9770/jesi.2014.2.1(3).
[25] Kim, S., Choe, J.Y., and Petrick, J.F. 2018. The effect of celebrity on brand awareness, perceived quality, brand image, brand loyalty, and destination attachment to a literary festival. Journal of Destination Marketing and Management, 9: 320–329. DOI:https://doi.org/10.1016/j.jdmm.2018.03.006
[26] Kladou, S., and Kehagias, J. 2014. Assessing destination brand equity: An integrated approach. Journal of Destination Marketing and Management, 3(1): 2-10. DOI:https://doi.org/10.1016/j.jdmm.2013.11.002
[27] Lassar, W., Mittal, B., and Sharma, A. 1995. Measuring customer-based brand equity. Journal of Consumer Marketing, 12(4), 11–19. DOI: https://doi.org/10.1108/07363769510095270
[28] Leong, L.Y., Hew, T.S., Ooi, K.B., Chong, A.Y.L., and Lee, V.H. 2021. Understanding trust in ms-commerce: The roles of reported experience, linguistic style, profile photo, emotional, and cognitive trust. Information & Management, 58(2): 103416. DOI:https://doi.org/10.1016/j.im.2020.103416
[29] Liebrecht, C., Tsaousi, C., and Hooijdonk, C.V. 2021. Linguistic elements of the conversational human voice in online brand communication: Manipulations and perceptions. Journal of Business Research, 132: 124-135. DOI:https://doi.org/10.1016/j.jbusres.2021.03.050
[30] Liu, C.H.S., and Chou, S.F. 2016. Tourism strategy development and facilitation of integrative processes among brand equity, marketing, and motivation. Tourism Management, 54: 298-308.DOI:https://doi.org/10.1016/j.tourman.2015.11.014
[31] Madden, K., Rashid, B., and Zaino, N.A. 2016. Beyond the motivation theory of destination image. Tourism and Hospitality Management, 22(2): 247-264. DOI:https://doi.org/10.20867/thm.22.2.1
[32] Naaman, M., Becker, H., and Gravano, L. 2011. Hip and trendy: characterizing emerging trends on Twitter. Journal of the American Society for Information Science and Technology, 62:902–918. DOI:10.1002/asi.21489
[33] Pike, S., and Bianchi, C. 2016. Destination brand equity for australia: testing a model of CBBE in short-haul and long-haul markets. Journal of Hospitality and Tourism Research, 40(1): 114-134.DOI:https://doi.org/10.1177/1096348013491604
[34] Pujiastuti, E.E., Nimran, U., Suharyono, S., and Kusumawati, A. 2017. The antecedents of behavioral intention regarding rural tourism destination. Asia Pacific Journal of Tourism Research, 22(11): 1169-1181. DOI:https://doi.org/10.1080/10941665.2017.1377270
[35] Qu, H., Kim, L.H., and Im, H.H. 2011. A model of destination branding: Integrating the concepts of the branding and destination image. Tourism Management, 32(3): 465-476. DOI:https://doi.org/10.1016/j.tourman.2010.03.014
[36] Seo, E.J., and Park, J.W. 2018. A study on the effects of social media marketing activities on brand equity and customer response in the airline industry. Journal of Air Transport Management, 66: 36-41. DOI:https://doi.org/10.1016/j.jairtraman.2017.09.014
[37] Severi, E., and Ling, K.C. 2013. The mediating effects of brand association, brand loyalty, brand image, and perceived quality on brand equity. Asian Social Science, 9(3): 125-137. DOI:https://doi.org/10.5539/ass.v9n3p125
[38] Shirazi, S.F.M., and Som, A.P.M. 2011. Destination management and relationship marketing: Two major factors to achieve competitive advantage. Journal of Relationship Marketing, 10(2): 76-87. DOI:https://doi.org/10.1080/15332667.2011.577731
[39] Siddiqui, M.S., Siddiqui, U.A., Khan, M.A., Alkandi, I.G., Saxena, A.K., & Siddiqui, J.H. 2021. Creating electronic word of mouth credibility through social networking sites and determining its impact on brand image and online purchase intentions in India. Journal of Theoretical Applied Electronic Commerce Research, 16:1008–1024. DOI:https://doi.org/ 10.3390/jtaer16040057
[40] Souiden, N., Ladhari, R., and Chiadmi, N. E. 2017. Destination personality and destination image. Journal of Hospitality and Tourism Management, 32, 54-70. https://doi.org/10.1016/j.jhtm.2017.04.003
[41] Stegemann, N. 2006. Unique brand extension challenges for luxury brands. Journal of Business & Economics Research (JBER), 4(1): 57-68. DOI:https://doi.org/10.19030/jber.v4i10.2704
[42] Sweeney, J.C., and Soutar, G.N. 2001. Consumer perceived value: The development of a multiple-item scale. Journal of Retailing, 77(2): 203-220. DOI:https://doi.org/10.1016/S0022-4359(01)00041-0
[43] 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
[44] Thackeray, R., Neiger, B.L., and Keller, H. Integrating social media and social marketing. Health Promotion Practice, 13(2): 165–168. DOI:https://doi.org/10.1177/1524839911432009
[45] Tsaur, S.H., Yen, C.H., and Yan, Y.T. 2016. Destination brand identity: scale development and validation. Asia Pacific Journal of Tourism Research, 21(12): 1310-1323. DOI:https://doi.org/10.1080/10941665.2016.1156003
[46] Veeck, A., and Hoger, B. 2014. Tools for monitoring social media: A marketing research project. Marketing Education Review, 24(1): 37–72. DOI:https://doi.org/10.2753/MER1052-8008240106
[47] Voorveld,H.A.M., Noort, G.V., Muntinga, D.G., and Bronner, F. 2018. Engagement with social media and social media advertising: the differentiating role of platform type. Journal of Advertising, 47(1): 38-54. DOI:https://doi.org/10.1080/00913367.2017.1405754
[48] Wielki, J. 2020. Analysis of the role of digital influencers and their impact on the functioning of the contemporary on-line promotional system and its sustainable development. Sustainability, 12(17):7138. DOI:https://doi.org/10.3390/su12177138
[49] Zhu, Y.Q., and Chen, H.G. 2015. Social media and human need satisfaction: Implications for social media marketing. Business Horizons 58(3): 335-345. DOI:https://doi.org/10.1016/j.bushor.2015.01.006
Published
2021-06-30
How to Cite
MANSUR, Suraya et al.
Consumer Brand Engagement and Brand Communications on Destination Brand Equity Maritine Tourism in Indonesia.
Journal of Environmental Management and Tourism, [S.l.], v. 12, n. 4, p. 1032-1042, june 2021.
ISSN 2068-7729.
Available at: <https://journals.aserspublishing.eu/jemt/article/view/6195>. Date accessed: 21 nov. 2024.
doi: https://doi.org/10.14505//jemt.v12.4(52).16.
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.