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Can customer based brand equity help destinations to stay in race? An empirical study of Kashmir valley

Author

Listed:
  • Anish Yousaf

    (Rajalakshmi School of Business, Chennai, Tamil Nadu, India)

  • Insha Amin

    (Center for Hospitality & Tourism, Baba Ghulam Shah Badshah University, Rajouri (J&K), India)

Abstract

Purpose – Current study focus on measuring the customer based brand equity of a tourist destination (CBBETD) named Kashmir valley (India). Design – A structured questionnaire was prepared, using Man (2010) consisting of 21 items. Single stage cluster sampling and systematic simple random techniques were used to collect final responses of 290 responses with a response rate of 87%. Findings – Findings of the study revealed a high destination based brand equity for select destination. Analysis also revealed lowest mean for perceived service quality dimension for Kashmir which needs to be relooked into by policy makers. Age and length of stay were found to have associated with each other. Also, length of stay was found to have an impact on CBBETD. Originality – Originality and core beneficence of the current study lies in the fact that brand equity measurement of Kashmir valley (mini Switzerland of the world) as a destination brand has been taken for the first time with an empirical evidence supporting the findings. It is evident from the study that Kashmir as a destination is very popular among travelers and destination image dimension for Kashmir has a strong and affirmative influence on the overall development of the destination equity.

Suggested Citation

  • Anish Yousaf & Insha Amin, 2017. "Can customer based brand equity help destinations to stay in race? An empirical study of Kashmir valley," Tourism and Hospitality Management, University of Rijeka, Faculty of Tourism and Hospitality Management, vol. 23(2), pages 251-266, November.
    • Handle: RePEc:tho:journl:v:23:y:2017:n:2:p:251-266
    DOI: 10.20867/thm.23.2.4
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    References listed on IDEAS

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    1. Farai Chigora & Promise Zvavahera, 2015. "Awareness Completes Brand Loyalty: Reality of Zimbabwe Tourism Destination," Business and Management Horizons, Macrothink Institute, vol. 3(2), pages 60-69, December.
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    4. Qu, Hailin & Kim, Lisa Hyunjung & Im, Holly Hyunjung, 2011. "A model of destination branding: Integrating the concepts of the branding and destination image," Tourism Management, Elsevier, vol. 32(3), pages 465-476.
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    Cited by:

    1. Hanna Górska-Warsewicz, 2020. "Factors Determining City Brand Equity—A Systematic Literature Review," Sustainability, MDPI, vol. 12(19), pages 1-35, September.
    2. Lenka Cervova & Jitka Vavrova, 2021. "Customer-Based Brand Equity for a Tourism Destination: The Case of Croatia," Economies, MDPI, vol. 9(4), pages 1-12, November.
    3. Julita Szlachciuk & Olena Kulykovets & Maciej Dębski & Adriana Krawczyk & Hanna Górska-Warsewicz, 2022. "How Has the COVID-19 Pandemic Influenced the Tourism Behaviour of International Students in Poland?," Sustainability, MDPI, vol. 14(14), pages 1-15, July.

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    More about this item

    Keywords

    customer-based brand equity; CBBETD; destination branding; destination image; Kashmir; Tourism;
    All these keywords.

    JEL classification:

    • L83 - Industrial Organization - - Industry Studies: Services - - - Sports; Gambling; Restaurants; Recreation; Tourism

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