Destination branding model of Western Samar Province using structural equation modelling

Date of Publication

4-18-2024

Document Type

Dissertation

Degree Name

Doctor of Philosophy in Business

Subject Categories

Business | Business Administration, Management, and Operations

College

Ramon V. Del Rosario College of Business

Department/Unit

Decision Sciences and Innovation Dept

Honor/Award

none

Thesis Advisor

Dr. Reynaldo Bautista Jr.

Defense Panel Chair

Dr. Junette Perez

Defense Panel Member

Dr. Emilina Sarreal

Dr. Hilario Caraan

Dr. Ruth Angeline Cruz

Dr. Rosel Corazon Fonacier

Abstract (English)

ABSTRACT

The research empirically tested a proposed destination branding model among tourists in Western Samar province. It specifically examined the relationship between variables such as brand awareness, cognitive image, affective image, destination brand trust, destination brand satisfaction, attitudinal loyalty, and behavioral loyalty. This is also the first study that tested the moderating effect of brand love between destination brand satisfaction and attitudinal loyalty and destination brand satisfaction and behavioral loyalty.

The quantitative study used Structural Equation Modelling (SEM) to test the relationships among variables. A questionnaire was distributed among 300 tourists who visited at least one of the destinations in Western Samar province. However, only 298 were considered valid questionnaires.

The findings of the study indicated the positive and significant impact of brand awareness towards the cognitive image, positive and significant association between cognitive image and affective image, positive and significant association of cognitive image and brand trust, positive and significant impact of brand trust to destination brand satisfaction and positive and significant effect of destination brand satisfaction to both attitudinal loyalty and behavioral loyalty.

Furthermore, the results specified a significant and positive moderating effect at a 95% confidence level between destination brand satisfaction and attitudinal loyalty and destination brand satisfaction and behavioral loyalty. Moreover, it was found that gender has a significant moderating effect between destination brand satisfaction and attitudinal loyalty but not between destination brand satisfaction and behavioral loyalty at a 95% confidence level. Age, marital status, education, and employment status were identified as having moderating effects on both attitudinal and behavioral loyalty at a 95% confidence level. On the other hand, income and type of tourist showed no significant moderating effect between destination brand satisfaction and attitudinal loyalty and destination, as well as between brand satisfaction and behavioral loyalty.

The researcher recommended specific actions for stakeholders. To the Destination Marketing Officers (DMO), focus on the branding identity of the destination as a basis for creating promotional materials; to the academe, broaden research by including other moderating variables such as religiosity, culture, and values; to the Department of Tourism (DOT), use the model to identify significant relationships among variables in a specific destination in the Philippines and create programs to strengthen those variables for sustainable tourism; for Local government office/other destinations (LGU), intensify the improvement of security, cleanliness, building infrastructures and accommodations, training of personnel and use the model to learn which among the variables have a significant relationship as the basis for improvement of marketing programs for the particular destination; and for the Local government unit (LGU) of Samar, create and develop tourism packages that aim to increase the tourists' visit in the province. Future research directions include theoretical and methodical research and suggested other variables to be considered in the model.

Abstract Format

html

Language

English

Format

Electronic

Keywords

Branding (Marketing); Tourism—Marketing

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Embargo Period

4-19-2024

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