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Examining relationships between culinary brand equity and travel intention: A case study in Penang

Thi, Y. C. and Ch‘ng, S. Y. and See, S. F. (2014) Examining relationships between culinary brand equity and travel intention: A case study in Penang. In: 2nd Tourism and Hospitality International Conference (THIC 2014), 5-6 November 2014, Langkawi, Malaysia.

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This study aims to examine Penang‘s culinary brand equity and travel intention from domestic and international tourists‘ points of view and studied the relationship between four elements for brand equity including brand image, perceived quality, brand awareness and brand loyalty with culinary travel intentions in Penang.A survey was conducted at Penang International Airport‘s departure hall from December 2013 to February 2014. A sample of 390 domestic and foreign tourists was obtained using convenience sampling approach.The results indicated that there is a direct positive relationship between brand equity and travel intentions in Penang culinary tourism. Regression analysis revealed that brand image, brand awareness and brand loyalty significantly predicted tourists‘ travel intention. This study suggested that state tourism organization could refer to the culinary brand equity factors to predict tourists‘ travel intention for future marketing promotions.

Item Type: Conference or Workshop Item (Paper)
Additional Information: ISBN:978-983-2078-83-8 Organized by: School of Tourism, Hospitality and Environmental Management, Universiti Utara Malaysia
Uncontrolled Keywords: Brand equity, travel intention, culinary tourism, Penang
Subjects: G Geography. Anthropology. Recreation > G Geography (General)
Divisions: College of Law, Government and International Studies
Depositing User: Mrs. Norazmilah Yaakub
Date Deposited: 08 Mar 2015 01:13
Last Modified: 08 Mar 2015 01:13
URI: http://repo.uum.edu.my/id/eprint/13298

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