The determinants of brand equity: an evidences of Kelantan tourist

• Main Authors: Muhammad Sulhi Mohd Ameer, Nur Shahirah Shaari, Nur Syahira Haifa Md Yusof, Ong Chee Hoe
• Format: Undergraduate Final Project Report
• Published: 2016
• Online Access: http://discol.umk.edu.my/id/eprint/7266/

Tourism destination become more substitutable due to increasing competition in tourism market, destination branding is seen as a viable analogy for building destination brands and crafting a unique identity for tourism places that will attract tourists to visit. The aim of this paper is to study the factor that will affect the Kelantan tourism destination branding. In this paper, we are going to investigate few key factor that affect the tourism destination brand equity including brand awareness, brand image, perceives quality, and brand loyalty towards destination. The 102 respondent are selected among the local tourists and foreign tourists that come travel to Kelantan and determinant whether if the brand awareness, brand association, perceives quality, and brand loyalty will affect the tourism destination brand equity.