Impact of Destination Image on the Loyalty of International Tourists to Hanoi
Main Article Content
Abstract
Abstract: The paper aims at enhancing the competitiveness of tourism destinations by taking into account the point of view of tourists. Founded on customer-based brand equity (Keller, 2003 [1]; Aaker, 1991 [2]), our purpose is to build a linkage between tourism destination image and a tourist’s loyalty in their selection of a tourist destination (revisit and/or recommendation to other people), in order to better understand the role of branding tourism destinations. This paper carried out a survey of international tourists who selected Hanoi - Vietnam as their holiday destination. The results indicated that international tourists to Hanoi considered Hanoi’s image as being significant in determining their loyalty. The findings further indicated that the authority needs to expand Hanoi tourism to encourage the current tourists to revisit Hanoi one more time or at least that they recommend Hanoi positively to other people by using destination branding methods.
Keywords: Destination image, customer-based brand equity, tourist behaviour, tourists’ behavioral intentions.References
[1] Keller, K. L., Strategic brand management: Building, measuring, and managing brand equity, New Jersey: Prentice Hall, 2003.
[2] Aaker, D. A., Managing Brand Equity: Capitalizing on the Value of the Brand Name, New York: The Free Press, 1991.
[3] Room, A., In Branding: A Key Marketing Tool, History of Branding, J. Murphy, ed.,, Houndmills: Macmillan, 1992.
[4] Maja & William, “Customer-based brand equity for a destination”, Annals of Tourism Research, 34 (2007) 400.
[5] Thu, H., “80-85 percent of international tourists don’t want to revisit Vietnam”, 2012, Available at http://www.thesaigontimes.vn/Home/xahoi/sukien/88284/80---85-du-khach-quoc-te-khongmuon-quay-lai.html (Read 05.12.2012).
[6] Phuong Giang Quach, “Examining international tourists’ satisfaction with Hanoi tourism”, Tourism Research, EMACIM Studies, 2013.
[7] Kotler, P. & Gertner, D., “Country as Brand, Product, and Beyond: A Place Marketing and Brand Management Perspective”, Journal of Brand Management, 9 (2002) 249.
[8] Anholt, S., “Nation-brand and the value of provenance”, Destination Branding: Creating the Unique Destination Proposition, Elsevier Ltd. Oxford, 2002.
[9] Thi Lan Huong Bui, “Destination Branding: The comparative case study of Guam and Vietnam”, Journal of International Business Research, 9 (2010), Special Issue 2.
[10] Pike, S., “Destination image analysis a review of 142 papers from 1973 to 2000”, Tourism Management, 23 (2002) 5, 541.
[11] Pike, S., “Tourism destination branding complexity”, Journal of Product & Brand Management, 14 (2005) 258.
[12] Pike, S., “Consumer-based brand equity for destinations: Practical DMO performance measures”, Journal of Travel & Tourism Marketing, 22 (2007) 51.
[13] Boo, S., Busser, J., & Baloglu, S., A model of customer-based brand equity and its application to multiple destinations, Tourism Management, 30 (2009) 219.
[14] Blain, C., Levy, S. E., & Ritchie, J. R. B., Destination branding: Insights and practices from destination management organizations, Journal of Travel Research, 43 (2005) 328.
[15] Hankinson, G., “Relational network brands: Towards a conceptual model of place brands”, Journal of Vacation Marketing, 10 (2004) 109.
[16] Morgan, N., Pritchard A., & Pride, R., Destination branding: Creating the unique destination proposition (2nd ed), Oxford, UK: Butterworth-Heinemann, 2004.
[17] Morrison, A. M., & Anderson, D. J., “Destination branding”, Paper presented at the Missouri Association of Convention & Visitor Bureaus Annual Meeting, 2002.
[18] Mundt, J., “The branding of myths and the myths of branding: some critical remarks on the branding of destination”, Tourism 50 (2002) 339.
[19] Morgan, N., Pritchard, A., & Piggott, R., “Destination branding and the role of the stakeholders”, Journal of Brand Management, 9 (2003) 285.
[20] Kaplanidou, K., & Vogt, C., Destination branding: Concept and measurement, Department of Park, Recreation and Tourism Resources, Michigan State University, 2003.
[21] Travis, D., Emotional Branding: How successful Brands Gain the irrational Edge, Roseville, CA: Prima Venture, 2000.
[22] Konecnik, M. & Gartner, W., Customer-based brand equity for a destination, Annals of Tourism Research, 34 (2007) 400.
[23] Cai, L. A., “Cooperative branding for rural destinations”, Annals of Tourism Research, 29 (2002) 3, 720.
[24] Baloglu, S., & K. McCleary, “A Model of Destination Image Formation”, Annals of Tourism Research, 26 (1999), 868.
[25] Baloglu, S., & Mangaloglu, M., “Tourism destination images of Turkey, Egypt, Greece, and Italy as perceived by US-based tour operators and travel agents”, Tourism Management, 22 (2001) 1.
[26] Bosque, I., Martín, H., Collado, J., & Salmones, M., “A framework for tourist expectation”, International Journal of Culture, Tourism and Hospitality Research, 3 (2009) 139.
[27] Thi Bich Thuy Nguyen, The relationship between destination’s image of Danang and the motivation of international tourtists , Journal of Science and Technology, Danang University, 2 (2012) 136.
[28] Sheth, Jagdish N. & Atul Parvatiyar, Eds., Handbook of Relationship Marketing, Thousand Oaks, CA: Sage Publications, 2000.
[29] Oppermann, M., “Tourism destination loyalty”, Journal of Travel Research, 39 (2000) 78.
[30] Bigne, J. E., Sanchez, M. I., & Sanchez, J., “Tourism image, evaluation variables and after purchase behavior: Inter-relationship”, Tourism Management, 22 (2001) 607.
[31] Russell-Bennett, R., McColl-Kennedy, J. R. & Coote, L. V., “Involvement, satisfaction, and brand loyalty in a small business services setting”, Journal of Business Research, 60 (2007) 1253.
[32] Ehrenberg, A. S. & Goodhardt, G., “New brands: Near-instant loyalty”, Journal of Marketing Management, 7 (2000) 607.
[33] Dorsch, M. J., Grove, S. J. & Darden, W. R., “Consumer intentions to use a service category”, Journal of Service Marketing, 14 (2000) 92.
[34] Yang, Z., Peterson, R. T., “Customer Perceived Value, Satisfaction, and Loyalty: The Role of Switching Costs”, Psychology & Marketing, 21 (2004) 799.
[35] Kim, S., Han, H. S., Holland, S. & Byon, K., “Structural relationships among involvement, destination brand equity, satisfaction, and destination revisit intentions”, Journal of Vacation Marketing, 15 (2009) 349.
[36] Koufteros, X. A., Vonderembse, M. A. & Doll, W. J., “Concurrent engineering and its consequences”, Journal of Operations Management 19 (2001) 97.
[37] Nunnally, J. & Berstein, I. H., Pschychometric Theory (3rd edn), New York: McGraw-H, 1994.
[38] Nguyen Dinh Tho & Nguyen Thi Mai Trang, Marketing Science Research - Application SEM, Vietnam National University, Hochiminh City, 2009.
[39] Bentler, P. M. & Bonett, D. G., “Significance tests and goodness-of-fit in the analysis of covariance structures”, Psychological Bulletin, 88 (1980) 588.
[40] Steiger, J., “Structural model evaluation and modification: an interval estimation approach”, Multivariate Behavior Research, 25 (1990) 173.
[41] Beerli, A., & Martín, J. D., “Factors influencing destination image”, Annals of Tourism Research, 31 (2004) 657.
[42] Ferns B. H & Walls A., “Enduring travel involvement, destination brand equity, and travelers’ visit intentions: A structural model analysis”, Journal of Destination Marketing & Management, 2012.
[43] Hair, J. F., Anderson, R. E., Tatham, R. L., & Black, W. C., Multivariable Data Analysis Reading, USA: Prentice Hall International Editions, 1995.
Hoang Trong & Chu Nguyen Mong Ngoc, Analysis Data with SPSS, Statistics Publishing, 2005.
[2] Aaker, D. A., Managing Brand Equity: Capitalizing on the Value of the Brand Name, New York: The Free Press, 1991.
[3] Room, A., In Branding: A Key Marketing Tool, History of Branding, J. Murphy, ed.,, Houndmills: Macmillan, 1992.
[4] Maja & William, “Customer-based brand equity for a destination”, Annals of Tourism Research, 34 (2007) 400.
[5] Thu, H., “80-85 percent of international tourists don’t want to revisit Vietnam”, 2012, Available at http://www.thesaigontimes.vn/Home/xahoi/sukien/88284/80---85-du-khach-quoc-te-khongmuon-quay-lai.html (Read 05.12.2012).
[6] Phuong Giang Quach, “Examining international tourists’ satisfaction with Hanoi tourism”, Tourism Research, EMACIM Studies, 2013.
[7] Kotler, P. & Gertner, D., “Country as Brand, Product, and Beyond: A Place Marketing and Brand Management Perspective”, Journal of Brand Management, 9 (2002) 249.
[8] Anholt, S., “Nation-brand and the value of provenance”, Destination Branding: Creating the Unique Destination Proposition, Elsevier Ltd. Oxford, 2002.
[9] Thi Lan Huong Bui, “Destination Branding: The comparative case study of Guam and Vietnam”, Journal of International Business Research, 9 (2010), Special Issue 2.
[10] Pike, S., “Destination image analysis a review of 142 papers from 1973 to 2000”, Tourism Management, 23 (2002) 5, 541.
[11] Pike, S., “Tourism destination branding complexity”, Journal of Product & Brand Management, 14 (2005) 258.
[12] Pike, S., “Consumer-based brand equity for destinations: Practical DMO performance measures”, Journal of Travel & Tourism Marketing, 22 (2007) 51.
[13] Boo, S., Busser, J., & Baloglu, S., A model of customer-based brand equity and its application to multiple destinations, Tourism Management, 30 (2009) 219.
[14] Blain, C., Levy, S. E., & Ritchie, J. R. B., Destination branding: Insights and practices from destination management organizations, Journal of Travel Research, 43 (2005) 328.
[15] Hankinson, G., “Relational network brands: Towards a conceptual model of place brands”, Journal of Vacation Marketing, 10 (2004) 109.
[16] Morgan, N., Pritchard A., & Pride, R., Destination branding: Creating the unique destination proposition (2nd ed), Oxford, UK: Butterworth-Heinemann, 2004.
[17] Morrison, A. M., & Anderson, D. J., “Destination branding”, Paper presented at the Missouri Association of Convention & Visitor Bureaus Annual Meeting, 2002.
[18] Mundt, J., “The branding of myths and the myths of branding: some critical remarks on the branding of destination”, Tourism 50 (2002) 339.
[19] Morgan, N., Pritchard, A., & Piggott, R., “Destination branding and the role of the stakeholders”, Journal of Brand Management, 9 (2003) 285.
[20] Kaplanidou, K., & Vogt, C., Destination branding: Concept and measurement, Department of Park, Recreation and Tourism Resources, Michigan State University, 2003.
[21] Travis, D., Emotional Branding: How successful Brands Gain the irrational Edge, Roseville, CA: Prima Venture, 2000.
[22] Konecnik, M. & Gartner, W., Customer-based brand equity for a destination, Annals of Tourism Research, 34 (2007) 400.
[23] Cai, L. A., “Cooperative branding for rural destinations”, Annals of Tourism Research, 29 (2002) 3, 720.
[24] Baloglu, S., & K. McCleary, “A Model of Destination Image Formation”, Annals of Tourism Research, 26 (1999), 868.
[25] Baloglu, S., & Mangaloglu, M., “Tourism destination images of Turkey, Egypt, Greece, and Italy as perceived by US-based tour operators and travel agents”, Tourism Management, 22 (2001) 1.
[26] Bosque, I., Martín, H., Collado, J., & Salmones, M., “A framework for tourist expectation”, International Journal of Culture, Tourism and Hospitality Research, 3 (2009) 139.
[27] Thi Bich Thuy Nguyen, The relationship between destination’s image of Danang and the motivation of international tourtists , Journal of Science and Technology, Danang University, 2 (2012) 136.
[28] Sheth, Jagdish N. & Atul Parvatiyar, Eds., Handbook of Relationship Marketing, Thousand Oaks, CA: Sage Publications, 2000.
[29] Oppermann, M., “Tourism destination loyalty”, Journal of Travel Research, 39 (2000) 78.
[30] Bigne, J. E., Sanchez, M. I., & Sanchez, J., “Tourism image, evaluation variables and after purchase behavior: Inter-relationship”, Tourism Management, 22 (2001) 607.
[31] Russell-Bennett, R., McColl-Kennedy, J. R. & Coote, L. V., “Involvement, satisfaction, and brand loyalty in a small business services setting”, Journal of Business Research, 60 (2007) 1253.
[32] Ehrenberg, A. S. & Goodhardt, G., “New brands: Near-instant loyalty”, Journal of Marketing Management, 7 (2000) 607.
[33] Dorsch, M. J., Grove, S. J. & Darden, W. R., “Consumer intentions to use a service category”, Journal of Service Marketing, 14 (2000) 92.
[34] Yang, Z., Peterson, R. T., “Customer Perceived Value, Satisfaction, and Loyalty: The Role of Switching Costs”, Psychology & Marketing, 21 (2004) 799.
[35] Kim, S., Han, H. S., Holland, S. & Byon, K., “Structural relationships among involvement, destination brand equity, satisfaction, and destination revisit intentions”, Journal of Vacation Marketing, 15 (2009) 349.
[36] Koufteros, X. A., Vonderembse, M. A. & Doll, W. J., “Concurrent engineering and its consequences”, Journal of Operations Management 19 (2001) 97.
[37] Nunnally, J. & Berstein, I. H., Pschychometric Theory (3rd edn), New York: McGraw-H, 1994.
[38] Nguyen Dinh Tho & Nguyen Thi Mai Trang, Marketing Science Research - Application SEM, Vietnam National University, Hochiminh City, 2009.
[39] Bentler, P. M. & Bonett, D. G., “Significance tests and goodness-of-fit in the analysis of covariance structures”, Psychological Bulletin, 88 (1980) 588.
[40] Steiger, J., “Structural model evaluation and modification: an interval estimation approach”, Multivariate Behavior Research, 25 (1990) 173.
[41] Beerli, A., & Martín, J. D., “Factors influencing destination image”, Annals of Tourism Research, 31 (2004) 657.
[42] Ferns B. H & Walls A., “Enduring travel involvement, destination brand equity, and travelers’ visit intentions: A structural model analysis”, Journal of Destination Marketing & Management, 2012.
[43] Hair, J. F., Anderson, R. E., Tatham, R. L., & Black, W. C., Multivariable Data Analysis Reading, USA: Prentice Hall International Editions, 1995.
Hoang Trong & Chu Nguyen Mong Ngoc, Analysis Data with SPSS, Statistics Publishing, 2005.