Influence of the Services Marketing Mix and Place Branding on Tourism Destination Image
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| Format: | Artículo científico |
| Langue: | en |
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Instituto Tecnológico Metropolitano
2021
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| _version_ | 1876422906315014144 |
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| author | Heppy Agustiana Vidyastuti |
| author_facet | Heppy Agustiana Vidyastuti |
| contents | Influence of the Services Marketing Mix and Place Branding on Tourism Destination Image Heppy Agustiana Vidyastuti Economía y Finanzas M31 tourism place branding Marketing mix services JEL Classification: L83 The aim of this study is to establish if concepts such as the Services Marketing Mix and Place Branding have any influence on Tourism Destination Image. Therefore, it adopted a quantitative cross-sectional exploratory methodology. The average annual population of tourists in Garut District, Indonesia, is 231,563; and, using Slovin’s formula, a sample size of 100 visitors was calculated. To determine if the items used here to measure the variables of the Services Marketing Mix, Place Branding, and Image were reliable and valid, a Pearson correlation test was conducted. Structural equation modeling was implemented to verify the relationships between the variables. The results indicate that neither the Services Marketing Mix nor Place Branding have any influence on the concept of Tourism Destination Image. Therefore, the strategies designed to improve the image of this tourist destination should be focused on other aspects. 2021 artículo científico 2390-0725 https://www.redalyc.org/articulo.oa?id=638166672004 https://www.redalyc.org/journal/6381/638166672004/ https://www.redalyc.org/journal/6381/638166672004/html/ https://www.redalyc.org/journal/6381/638166672004/638166672004.epub https://www.redalyc.org/journal/6381/638166672004/movil https://doi.org/10.22430/24223182.1646 en http://www.redalyc.org/revista.oa?id=6381 Revista CEA application/pdf Instituto Tecnológico Metropolitano Revista CEA (Colombia) Num.14 Vol.7 |
| format | Artículo científico |
| id | redalyc_638166672004 |
| institution | Redalyc |
| language | en |
| publishDate | 2021 |
| publisher | Instituto Tecnológico Metropolitano |
| spellingShingle | Influence of the Services Marketing Mix and Place Branding on Tourism Destination Image Heppy Agustiana Vidyastuti Economía y Finanzas M31 tourism place branding Marketing mix services JEL Classification: L83 Influence of the Services Marketing Mix and Place Branding on Tourism Destination Image Heppy Agustiana Vidyastuti Economía y Finanzas M31 tourism place branding Marketing mix services JEL Classification: L83 The aim of this study is to establish if concepts such as the Services Marketing Mix and Place Branding have any influence on Tourism Destination Image. Therefore, it adopted a quantitative cross-sectional exploratory methodology. The average annual population of tourists in Garut District, Indonesia, is 231,563; and, using Slovin’s formula, a sample size of 100 visitors was calculated. To determine if the items used here to measure the variables of the Services Marketing Mix, Place Branding, and Image were reliable and valid, a Pearson correlation test was conducted. Structural equation modeling was implemented to verify the relationships between the variables. The results indicate that neither the Services Marketing Mix nor Place Branding have any influence on the concept of Tourism Destination Image. Therefore, the strategies designed to improve the image of this tourist destination should be focused on other aspects. 2021 artículo científico 2390-0725 https://www.redalyc.org/articulo.oa?id=638166672004 https://www.redalyc.org/journal/6381/638166672004/ https://www.redalyc.org/journal/6381/638166672004/html/ https://www.redalyc.org/journal/6381/638166672004/638166672004.epub https://www.redalyc.org/journal/6381/638166672004/movil https://doi.org/10.22430/24223182.1646 en http://www.redalyc.org/revista.oa?id=6381 Revista CEA application/pdf Instituto Tecnológico Metropolitano Revista CEA (Colombia) Num.14 Vol.7 |
| title | Influence of the Services Marketing Mix and Place Branding on Tourism Destination Image |
| topic | Economía y Finanzas M31 tourism place branding Marketing mix services JEL Classification: L83 |
| url | https://www.redalyc.org/articulo.oa?id=638166672004 https://www.redalyc.org/journal/6381/638166672004/ https://www.redalyc.org/journal/6381/638166672004/html/ https://www.redalyc.org/journal/6381/638166672004/638166672004.epub https://www.redalyc.org/journal/6381/638166672004/movil https://doi.org/10.22430/24223182.1646 |