Open AccessInfluence of the Services Marketing Mix and Place Branding on Tourism Destination Image
Author(s) -
Heppy Agustiana Vidyastuti
Publication year - 2021
Publication title -
revista cea/rev. cea
Language(s) - English
Resource type - Journals
eISSN - 2422-3182
pISSN - 2390-0725
DOI - 10.22430/24223182.1646
Subject(s) - tourism , marketing , structural equation modeling , destination marketing , sample (material) , business , destination image , marketing mix , population , advertising , exploratory research , test (biology) , exploratory factor analysis , geography , mathematics , service (business) , statistics , destinations , sociology , paleontology , chemistry , demography , archaeology , chromatography , anthropology , biology
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.