The relationship between destination imageand brand equity- Using the historic area of Danshuei as an example
| Autor: | Ying-Hsuan Liu, 劉盈萱 |
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| Rok vydání: | 2008 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 96 Researches of communities do not usually adopt the marketing concepts to help planning community development and understanding visitor's perspectives. Therefore, this study use brand equity in marketing and then combine destination image in tourism research. It can hope to understand the relationship between destination image and brand equity about visitors. The destination image and the brand equity are two major variables in this study. The brand equity has four components, including the brand loyalty, brand awareness, brand association and perceived quality. Questionnaire was used for understanding the visitors’ perception of Danshuei. The findings indicated that visitors’ perception of des-tination image is significant in the brand equity in the community. This study suggests some apartments to practice relevant community development or while promoting the community tourism. It is important to let the local tourism administrators understand the visitors’ demands. By using the value of destination branding can build the unique cha-racteristic of the community and provide the developing direction, as well as developing brand can improve the quality of community tourism development. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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