Examining relationships between culinary brand equity and travel intention: A case study in Penang
This study aims to examine Penang‘s culinary brand equity and travel intention from domestic and international tourists‘ points of view and studied the relationship between four elements for brand equity including brand image, perceived quality, brand awareness and brand loyalty with culinary trave...
| Main Authors: | , , |
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| Format: | Conference or Workshop Item |
| Language: | English |
| Published: |
2014
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| Subjects: | |
| Online Access: | https://repo.uum.edu.my/id/eprint/13298/1/16.pdf |
| Summary: | This study aims to examine Penang‘s culinary brand equity and travel intention from domestic and
international tourists‘ points of view and studied the relationship between four elements for brand equity including brand image, perceived quality, brand awareness and brand loyalty with culinary travel intentions in Penang.A survey was conducted at Penang International Airport‘s departure hall from December 2013 to February 2014. A sample of 390 domestic and foreign tourists was obtained using convenience sampling approach.The results indicated that there is a direct positive relationship between brand equity and travel
intentions in Penang culinary tourism. Regression analysis revealed that brand image, brand awareness and brand loyalty significantly predicted tourists‘ travel intention. This study suggested that state tourism organization could refer to the culinary brand equity factors to predict tourists‘ travel intention for future
marketing promotions. |
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