Investigating the Effects of Brand Image, Brand Awareness and Brand Quality on Attachment and Loyalty to the Tourism Destination Brand the Case Study A Kerman and Yazd Cities

Document Type : Research Article

Authors

1 Department of Management, Faculty of Management and Economic, University of Shahid Bahonar, Kerman, Iran

2 Department of Management, Faculty of Management and Economics, University of Shahid Bahonar, Kerman, Iran

3 Department of Technonology Management, Faculty of Management, University of Malek Ashtar, Tehran, Iran

Abstract

A B S T R A C T
The aim of this research is to investigating the effects of brand image, brand awareness and brand quality on attachment and loyalty to the destination brand (Comparative study: Kerman and Yazd cities). This research is descriptive-survey in terms of research method and practical in terms of purpose. The statistical population of this research consists of all domestic and foreign tourists entering the two cities of Kerman and Yazd, and the sampling was done on an accessible basis. The reliability of the mentioned questionnaire was estimated at 0.895 for Kerman city and 0.812 for Yazd city, and its validity has been proven by experts and professors. In total, due to the comparative approach of the research, 397 responses were collected through a face-to-face survey in the two cities of Kerman and Yazd, and then analyzed using confirmatory factor analysis and structural equation modeling. SPSS24 and PLS3 software were used to analyze the data. Our findings showed that brand image, brand awareness and brand quality affect the destination brand trust of the tourists of Yazd and Kerman, which in turn affects their loyalty through destination brand trust. Also, the effect of attachment to the destination brand, the mediator of the relationship between destination brand trust and destination brand loyalty in both cities, was confirmed. Finally, all the relationships mentioned above were significantly different in the Kerman and Yazd models. By using the findings of the research, city management can make a significant contribution in improving their loyalty and trust in these cities by increasing brand awareness, brand quality and trust in the destination brand of Kerman and Yazd tourists
Extended Abstract
Introduction
The brand is crucial when formulating a marketing strategy. The destination brand is described as a powerful tool that can create emotional appeal. In the contemporary tourism industry, destination branding management is an increasing trend. Branding development and management of tourist destinations can strengthen the competitive edge of a region, promote brand value, and contribute to the sustainable development of a region. Therefore, building and managing a successful brand are essential for destinations. Due to the historical record and numerous ancient and natural monuments, paying attention to the tourism industry in the two provinces of Kerman and Yazd can be a suitable alternative to agriculture and water-bearing industries such as steel, etc. According to the life cycle of the tourism region, Yazd is the first adobe city in the world and the second historical city that started branding as a tourist destination. In contrast, Kerman city is less developed and accessible and lags behind similar regions in terms of tourism development. Based on Butler's (1980) tourism life cycle theory, statistical data and related information were collected. Finally, it was found that Yazd province is in the development stage of the life cycle of the tourism region, while Kerman city is still in the participation stage. At different stages of the tourism region's life cycle, a conceptual framework was set up to explain the antecedents of destination brand trust and its effect on destination brand loyalty in order to provide individual suggestions for destination brand management. Thus, according to the stated contents, the research is ready to answer the following question:
- Does brand image, brand awareness, and brand quality affect brand attachment and loyalty in Kerman and Yazd according to the mediating role of trust in the brand?
-Does the image of the destination brand affect the trust of the destination brand in Kerman and Yazd?
-Does awareness of the destination brand affect the trust of the destination brand in
 
Kerman and Yazd?
-Does the quality of the destination brand affect the trust of the destination brand in Kerman and Yazd?
-Does the trust in the destination brand affect the attachment to the destination brand in Kerman and Yazd?
-Does trust in the destination brand affect loyalty to the destination brand in Kerman and Yazd?
-Does attachment to the destination brand affect loyalty to the destination brand in Kerman and Yazd?
-How does attachment to the destination brand mediate the relationship between trust in the destination brand and loyalty to the destination brand in Kerman and Yazd?
-How are all the relationships in the model in two research areas (Kerman and Yazd) significantly different?
- Does brand image, brand awareness and brand quality affect attachment and loyalty to the destination brand?
 
Methodology
This research is applied in terms of purpose. It is classified as descriptive-survey research because it describes the situation of the researched society through a field survey. In order to collect data and measure different dimensions of the model, a questionnaire tool was exerted. The statistical population of this research consists of domestic and foreign tourists entering Kerman and Yazd, which were more than 2000 people in 2023. Among the domestic and foreign tourists, tourists were selected as a statistical sample in the famous tourist places of two cities (Ganjali Khan Kerman Complex - Yazd Jame Mosque).
 
Results and discussion
In this research, eight hypotheses were formulated, and eight were confirmed. Our results showed that brand image, brand awareness, and brand quality affect the destination brand trust of the tourists of Yazd and Kerman, which in turn affects their loyalty through destination brand trust. Also, the effect of attachment to the destination brand, the mediator of the relationship between destination brand trust and destination brand loyalty in both cities, was confirmed. Finally, all the relationships mentioned above significantly differed in the Kerman and Yazd models. Using these research results, it is possible to study the factors that affect the branding of Iranian cities based on customer value.
 
Conclusion
All the relationships in the model of Kerman and Yazd have significant differences. The findings of this hypothesis converge with the findings of Zhou et al. (2021). For destinations still in the participation stage (Kerman), it is important to find opportunities to do event marketing by organizing events with news value, social impact, and celebrity events to attract the attention of media, social groups, and consumers. Improving a destination's reputation, creating a good brand image, and increasing destination brand awareness and quality can effectively increase brand trust and thus increase tourist loyalty. For example, for developing destinations, destination managers should consider the importance of increasing tourists' sense of attachment to these places. However, dynamism can weaken the emotional connection between tourists and the destination. Creating a strong emotional attachment to tourist destinations takes work for tourists. Destination managers should create more personal and emotional tourism products to increase the emotional value of the destination.
 
Funding
There is no funding support.
 
Authors’ Contribution
The authors contributed equally to the conceptualization and writing of the article. All of the authors approved the content of the manuscript and agreed on all aspects of the work.
 
Conflict of Interest
The Authors declared no conflict of interest.
 
Acknowledgments
The authors appreciate to all the scientific consultants of this paper.
 

Keywords

References

  1. Aaker, D. A. (1991). Managing brand equity, 1991. Measuing brand equity across products and markets.
  2. Barreda, A. A., Bilgihan, A., Nusair, K., & Okumus, F. (2015). Generating brand awareness in online social networks. Computers in Human Behavior, 50, 600–609. https://doi.org/10.1016/j.chb.2015.03.023
  3. Beckman, E., Kumar, A., & Kim, Y.-K. (2013). The impact of brand experience on downtown success. Journal of Travel Research, 52(5), 646–658. https://doi.org/10.1177/0047287513478502
  4. Beritelli, P. (2019). Transferring concepts and tools from other fields to the tourist destination: A critical viewpoint focusing on the lifecycle concept. https://doi.org/https://doi.org/10.1016/j.jdmm.2019.100384
  5. Berry, T. (2005). The predictive potential of the TALC model. In The tourism area life cycle (Vol. 2, pp. 254–279). conceptual and theoretical issues. ISBN: 1845410289
  6. Bianchi, C., Pike, S., & Lings, I. (2014). Investigating attitudes towards three South American destinations in an emerging long haul market using a model of consumer-based brand equity (CBBE). Tourism Management, 42, 215–223. https://doi.org/10.1016/j.tourman.2013.11.014
  7. Blain, C., Levy, S. E., & Ritchie, J. B. (2005). Destination branding: Insights and practices from destination management organizations. Journal of Travel Research, 43(4), 328–338. https://doi.org/10.1177/0047287505274646
  8. Boo, S., Busser, J., & Baloglu, S. (2009). A model of customer-based brand equity and its application to multiple destinations. Tourism Management, 30(2), 219–231. https://doi.org/10.1016/j.tourman.2008.06.003
  9. Buil, I., De Chernatony, L., & Martínez, E. (2013). Examining the role of advertising and sales promotions in brand equity creation. Journal of Business Research, 66(1), 115–122. https://doi.org/10.1016/j.jbusres.2011.07.030
  10. Butler, R. W. (1980). The concept of a tourist area cycles of evolution: Implications for management of resources. Canadian Geographer/Le G´eographe canadien, 24(1), 5–12. Rev. 47, 777-780.
  11. Chen, C. F., & Myagmarsuren, O. (2010). Exploring relationships between Mongolian destination brand equity, satisfaction and destination loyalty. Tourism Economics, 16 (4), 981–994. https://doi.org/10.5367/te.2010.0004
  12. Chen, C. F., & Phou, S. (2013). A closer look at destination: Image, personality, relationship and loyalty. Tourism Management, 36(3), 269–278. https://doi.org/10.1016/j.tourman.2012.11.015
  13. Cooper, C., & Jackson, S. (1989). Destination life cycle: The Isle of Man case study. Annals of Tourism Research, 16(3), 377–398. https://doi.org/10.1016/0160-7383(89)90051-0
  14. Dacin, P. A., & Smith, D. C. (1994). The effect of brand portfolio characteristics on consumer evaluations of brand extensions. Journal of Marketing Research, 31(2), 229–242. https://doi.org/10.1177/002224379403100207
  15. Faridi Fashtami, A., Salaripour, A. A., & Hossam, M. (2022). Evaluation of the level of loyalty, attachment and satisfaction of tourists to urban tourism destinations, case study: Rasht tourism destination. Journal of Urban Tourism, 9(3), 1-13. https://doi.org/10.22059/jut.2022.333994.979 [In Persian]
  16. Farshad, L., Doorman, A., & Pourahmad, A. (2022). An analysis of the role of the mental image of the destination brand in tourism development, a case study: Marivan city. Journal of Urban tourism, 9(1), 49-64. https://doi.org/10.22059/jut.2022.332215.965 [In Persian]
  17. Garay, L., & Canoves, G. (2011). Life cycles, stages and tourism history: The Catalonia (Spain) experience. Annals of Tourism Research, 38(2), 651–671. https://doi.org/10.1016/j.annals.2010.12.006
  18. Gartner, W. C., & Ruzzier, M. K. (2011). Tourism destination brand equity dimensions: Renewal versus repeat market. Journal of Travel Research, 50(5), 471–481. https://doi.org/10.1177/0047287510379157
  19. Grayson, K., & Johnson, D. (2015). Marketplace trust (pp. 1–3). The Wiley Blackwell Encyclopedia of Consumption and Consumer Studies.
  20. Gretzel, U., Fesenmaier, D. R., Formica, S., & O’Leary, J. T. (2006). Searching for the future: Challenges faced by destination marketing organizations. Journal of Travel Research, 45(2), 116–126. https://doi.org/10.1177/0047287506291598
  21. Han, S. H., Nguyen, B., & Lee, T. J. (2015). Consumer-based chain restaurant brand equity, brand reputation, and brand trust. International Journal of Hospitality Management, 50, 84–93. https://doi.org/10.1016/j.ijhm.2015.06.010
  22. Haywood, K. M. (1986). Can the tourist-area life cycle be made operational?. Tourism Management, 7(3), 154–167. https://doi.org/10.1016/0261-5177(86)90002-6
  23. Ilicic, J., Baxter, S. M., & Kulczynski, A. (2016). The impact of age on consumer attachment to celebrities and endorsed brand attachment. Journal of Brand Management, 23(3), 273–288. https://doi.org/10.1057/bm.2016.5
  24. Japutra, A., Ekinci, Y., & Simkin, L. (2014). Exploring brand attachment, its determinants and outcomes. Journal of Strategic Marketing, 22(7), 616–630. https://doi.org/10.1080/0965254X.2014.914062
  25. Jia, Y., & Lin, D. (2016). Tourist service perception, local attachment and loyalty: Taking Xiamen as an example. Geographical Research, (2), 390–400. https://doi.org/10.1016/j.jdmm.2021.100658
  26. Kasapi, I., & Cela, A. (2017). Destination branding: A review of the city branding literature. Mediterranean Journal of Social Sciences, 8(4), 129.
  27. Kim, B., Kim, S., & Heo, C. Y. (2016). Analysis of satisfiers and dissatisfiers in online hotel reviews on social media. International Journal of Contemporary Hospitality Management. ISSN: 0959-6119
  28. Kim, W. G., & Kim, H. B. (2004). Measuring customer-based restaurant brand equity. Cornell Hotel and Restaurant Administration Quarterly, 45(2), 115–131. https://doi.org/10.1177/0010880404264507
  29. Kladou, S., & Kehagias, J. (2014). Assessing destination brand equity: An integrated approach. Journal of Destination Marketing & Management, 3(1), 2–10. https://doi.org/10.1016/j.jdmm.2013.11.002
  30. Kumar, R. S., Dash, S., & Purwar, P. C. (2013). The nature and antecedents of brand equity and its dimensions. Marketing Intelligence & Planning. ISSN: 0263-4503
  31. Kumar, V., & Christodoulopoulou, A. (2014). Sustainability and branding: An integrated perspective. Industrial Marketing Management, 43(1), 6–15. https://doi.org/10.1016/j.indmarman.2013.06.008
  32. Kyle, G., & Chick, G. (2007). The social construction of a sense of place. Leisure Sciences, 29(3), 209–225. https://doi.org/10.1080/01490400701257922
  33. Lassar, W., Mittal, B., & Sharma, A. (1995). Measuring customer-based brand equity. Journal of Consumer Marketing, 12(4), 11–19. https://doi.org/10.1108/07363769510095270
  34. Lau, G. T., & Lee, S. H. (1999). Consumers’ trust in a brand and the link to brand loyalty. Journal of Market-Focused Management, 4(4), 341–370. https://doi.org/10.1023/A:1009886520142
  35. Leisen, B. (2001). Image segmentation: The case of a tourism destination. Journal of Services Marketing. https://doi.org/10.1108/08876040110381517
  36. Lin, Y., & Ryan, C. (2016). From mission statement to airline branding. Journal of Air Transport Management, 53, 150–160. https://doi.org/10.1016/j.jairtraman.2016.02.013
  37. Liu, W., & Lin, D. (2019). Tourist destination trust: Formation mechanism and spillover effects. Economics and Management, (7), 121–135. https://doi.org/10.1016/j.jdmm.2021.100658
  38. Loehlin, J. C. (1992). Genes and environment in personality development. Sage Publications, Inc.
  39. Louis, D., & Lombart, C. (2010). Impact of brand personality on three major relational consequences (trust, attachment, and commitment to the brand). The Journal of Product and Brand Management, 19(2), 114–130. https://doi.org/10.1108/10610421011033467
  40. Ma, X., Li, W., & Chen, L. (2020). Research on the life cycle characteristics and formation mechanism of urban tourism complex: A case study of Qujiang. Xi’an. Geography and Geo-Information Science, (4), 102–109. https://doi.org/10.1016/j.jdmm.2021.100658
  41. Macdonald, E. K., & Sharp, B. M. (2000). Brand awareness effects on consumer decision making for a common, repeat purchase product: A replication. Journal of Business Research, 48(1), 5–15. https://doi.org/10.1016/S0148-2963(98)00070-8
  42. McKercher, B., & Wong, I. A. (2020). Do destinations have multiple lifecycles?. Tourism Management, 83, 104232. https://doi.org/10.1016/j.tourman.2020.104232
  43. Milicevic, K., Mihaliˇc, T., & Sever, I. (2017). An investigation of the relationship between destination branding and destination competitiveness. Journal of Travel & Tourism Marketing, 34(2), 209–221. https://doi.org/10.1080/10548408.2016.1156611
  44. Moore, W., & Whitehall, P. (2005). The tourism area lifecycle and regime switching models. Annals of Tourism Research, 32(1), 112–126. https://doi.org/10.1016/j.annals.2004.05.006
  45. Nagar, K. (2015). Modeling the effects of green advertising on brand image: Investigating the moderating effects of product involvement using structural equation. Journal of Global Marketing, 28(3–5), 152–171. https://doi.org/10.1080/08911762.2015.1114692
  46. Nyadzayo, M. W., Matanda, M. J., & Rajaguru, R. (2018). The determinants of franchise brand loyalty in B2B markets: An emerging market perspective. Journal of Business Research, 86, 435–445. https://doi.org/10.1016/j.jbusres.2017.09.015
  47. Oppermann, M. (1995). Travel life cycle. Annals of Tourism Research, 22(3), 535–552. https://doi.org/10.1016/0160-7383(95)00004-P
  48. Singh, R., Bakshi, M., & Mishra, P. (2015). Corporate social responsibility: Linking bottom of the pyramid to market development? Journal of Business Ethics, 131(2), 361–373.
  49. Taghipourian, M. J., Yazdani, R., Aghaeifar, M. (2022). The role of the mental image of the destination brand on the behavioral tendencies of tourists, a case study: tourists in the west of Mazandaran province. Journal of Urban Tourism, 5(4), 37-50. http://doi.org/10.22059/JUT.2022.332215.965. [In Persian]
  50. Thach, E. C., & Olsen, J. (2006). The role of service quality in influencing brand attachments at winery visitor centers. Journal of Quality Assurance in Hospitality & Tourism, 7(3), 59–77. https://doi.org/10.1300/J162v07n03_04
  51. Vada, S., Prentice, C., & Hsiao, A. (2019). The influence of tourism experience and well-being on place attachment. Journal of Retailing and Consumer Services, 47, 322–330. https://doi.org/10.1016/j.jretconser.2018.12.007
  52. Wei, S., & Wu, X. (2012). The role of trust in the influence of brand experience on brand loyalty. Social Science Front, 10, 238–240.
  53. Westwood, S., Morgan, N. J., Pritchard, A., & Ineson, E. (1999). Branding the package holiday—the role and significance of brands for UK air tour operators. Journal of Vacation Marketing, 5(3), 238–252. https://doi.org/10.1177/135676679900500304
  54. Wu, L., Shi, X., Wang, B., & Zhang, J. (2017). Brand Attachment: Theory, measurement and relationship with related variables. Advances in Psychological Science, (8), 1411–1422. https://doi.org/10.3724/SP.J.1042.2017.01411
  55. Xu, H., Zheng, H., & Bao, J. (2005). System dynamic model of the life cycle of urban tourist destinations. Human Geography, (5), 66–69, 19. https://doi.org/10.1080/13683500.2011.610499
  56. Yang, S. B., Lee, K., Lee, H., & Koo, C. (2019). In Airbnb we trust: Understanding consumers’ trust-attachment building mechanisms in the sharing economy. International Journal of Hospitality Management, 83, 198–209. https://doi.org/10.1016/j.ijhm.2018.10.016
  57. Yi, X., Fu, X., Jin, W., & Okumus, F. (2018). Constructing a model of exhibition attachment: Motivation, attachment, and loyalty. Tourism Management, 65, 224–236. https://doi.org/10.1016/j.tourman.2017.10.006
  58. Zhang, K. M., & Wen, Z. G. (2008). Review and challenges of policies of environmental protection and sustainable development in China. Journal of Environmental Management, 88(4), 1249–1261. https://doi.org/10.1016/j.jenvman.2007.06.019
  59. Zhang, N., Zhou, Z. M., Su, C. T., & Zhou, N. (2013). How do different types of community commitment influence brand commitment? The mediation of brand attachment. Cyberpsychology, Behavior, and Social Networking, 16(11), 836–842. https://doi.org/10.1089/cyber.2012.0456
  60. Zhong, L., Deng, J., & Xiang, B. (2008). Tourism development and the tourism area life-cycle model: A case study of Zhangjiajie National Forest Park, China. Tourism Management, 29(5), 841–856. https://doi.org/10.1016/j.tourman.2007.10.002
urban tourism
Volume 10, Issue 2
April 2023
Pages 93-113

Files

Share

How to cite

Statistics