| Summary: | This study explores the brand equity dimensions of a world heritage
destination brand, namely the Lenggong Valley World Heritage Site. The study adopted a
survey-based brand equity metrics from a previous study that features 27 brand equity
dimensions for products. The 27 dimensions were used as the start-off point in exploring
the brand equity dimensions for the focal destination brand. The questions were modified
to reflect features of heritage destinations. Principal factor analyses were run on data
collected from 100 local tourists. The factor analyses yielded 10 factors, namely Trust,
Bonding, Service, Acceptability, Value, Heritage, Ambiance, Knowledge,
Persistence and Relevance. A new dimension that emerged from the data was value
that encompasses both non-financial and financial dimensions.
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