Analyzing the Influencing of Cultural Differences on Implementing Consumer Based-Brand Equity: A Tourist Destination Development Strategy

DOI

10.2991/icastss-19.2019.23How to use a DOI?

Keywords

branding, tourism destination branding (TDB), cultural differences (CD), consumer-based brand equity for tourism destination (CBBETD)

Abstract

The brand perception already widely applied to products and services; however, research related to tourist journey’s end is a reasonably current event. There has been a remarkable lack of both theoretical and empirical research on the consumer-brand relationship. This study aims to investigate empirical information to test the concept of cultural differences (CD) on the integration of variables in consumer-based brand equity for tourist destination (CBBETD). In this case it is to evaluate the development and performance of Bali tourism destination. Furthermore, this research applies the CBBETD model to investigate CD as a mediating indicator on the correlation among brand loyalty and other indicators in the CBBETD. The proposed research model will empirically verify Bali tourism destination from the perception of international tourists. The findings show that Bali is currently in an unsatisfactory situation about its desired image to the goal market. Therefore, it is necessary to develop brand loyalty by increasing internal services quality such as the quality of infrastructure, cleanliness of environmental.

Copyright

© 2019, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Wayan Purwanta Suta
AU  - I Nyoman Abdi
AU  - Nyoman Sentosa Hardika
AU  - I Ketut Sukayasa
PY  - 2019/10
DA  - 2019/10
TI  - Analyzing the Influencing of Cultural Differences on Implementing Consumer Based-Brand Equity: A Tourist Destination Development Strategy
BT  - Proceedings of the International Conference On Applied Science and Technology 2019 - Social Sciences Track (iCASTSS 2019)
PB  - Atlantis Press
SP  - 299
EP  - 303
SN  - 2352-5398
UR  - https://doi.org/10.2991/icastss-19.2019.23
DO  - 10.2991/icastss-19.2019.23
ID  - Suta2019/10
ER  -