Brand Equity of A Tourist Destination: An Analysis of Domestic Tourists' Perspectives
Abstract
According to the Ministry of Tourism's performance in 2019, an increase in international tourist visits to 16.1 million persons resulted in a Rp 280 trillion increase in foreign exchange earnings. This industry currently provides 5.5 % to the national gross domestic product and is expected to grow to 9.9 % by 2025. The purpose of this study is to ascertain tourist behavior by evaluating the application of the Bukittinggi City Brand Equity as a tourist destination from the perspective of domestic tourists who have visited the Bukittinggi City and identifying the Brand Equity dimensions, namely brand awareness, brand loyalty, perceived quality, and brand image. This study employs a quantitative methodology. Explanatory studies utilizing hypothesis testing and descriptive analysis are the types of study. The data for this study came from an online survey of 150 domestic visitors that visited Bukittinggi. A one-sample T-test and mean ranking are used to determine how each dimension of Brand Equity is formed. The One-Sample T-Test revealed that the four dimensions had an effect on the behavior of tourists in Bukittinggi City.
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
Please find the rights and licenses in AMAR (Andalas Management Review). By submitting the article/manuscript of the article, the author(s) agree with this policy. No specific document sign-off is required.
1. License
The non-commercial use of the article will be governed by the Creative Commons Attribution license as currently displayed on Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
2. Author(s)' Warranties
The author warrants that the article is original, written by stated author(s), has not been published before, contains no unlawful statements, does not infringe the rights of others, is subject to copyright that is vested exclusively in the author and free of any third party rights, and that any necessary written permissions to quote from other sources have been obtained by the author(s).
3. User Rights
AMAR is to disseminate/published articles are as free as possible. Under the Creative Commons license, AMAR permits users to copy, distribute, display, and perform the work for non-commercial purposes only. Users will also need to attribute authors and AMAR on distributing works in the journal and other media of publications.
4. Rights of Authors
Authors retain all their rights to the published works, such as (but not limited to) the following rights;
- Copyright and other proprietary rights relating to the article, such as patent rights,
- The right to use the substance of the article in own future works, including lectures and books,
- The right to reproduce the article for own purposes,
- The right to self-archive the article,
- The right to enter into separate, additional contractual arrangements for the non-exclusive distribution of the article's published version (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal (Andalas Management Review).
5. Co-Authorship
If the article was jointly prepared by more than one author, any authors submitting the manuscript warrants that he/she has been authorized by all co-authors to be agreed on this copyright and license notice (agreement) on their behalf, and agrees to inform his/her co-authors of the terms of this policy. AMAR will not be held liable for anything that may arise due to the author(s) internal dispute. AMAR will only communicate with the corresponding author.
6. Royalties
Being an open accessed journal and disseminating articles for free under the Creative Commons license term mentioned, author(s) aware that AMAR entitles the author(s) to no royalties or other fees.
