K-means Cluster Analysis of Unique Selling Proposition, Destination Brand Image, and Loyalty in the Tourist Perspective

Yusri Abdillah

doi:10.32493/JEE.v7i2.44428

Authors

Yusri Abdillah Departement of Business Administration, Universitas Brawijaya

DOI:

https://doi.org/10.32493/JEE.v7i2.44428

Keywords:

Unique Selling Proposition; Destination Brand Image

Abstract

The tourism industry is becoming increasingly competitive, and a destination must differentiate itself from competitors through a strong image and unique qualities that can attract tourists. However, the process of creating such an image is highly complex due to the overlap between brands, corporate services, tourism products, and the diversity of stakeholders involved. This research aims to delve into the analysis of tourist preferences towards destination attributes, such as unique selling proposition, destination brand image, and destination brand loyalty, utilizing the K-Means Cluster method. The total sample, derived from the data provided by the Central Statistics Agency of Batu City, consists of 271 respondents distributed across five tourist destinations: Alun-Alun Wisata Kota Batu, Jatim Park II, Jatim Park III, Jatim Park I, and Eco Green Park. The K-Means Cluster analysis results reveal patterns of variance in tourists' assessments of specific destinations. Particularly, these findings underscore the dominant role of the unique selling proposition, especially in destinations that emphasize environmental values and the uniqueness of attractions. This discovery simultaneously contributes significantly to understanding the factors influencing tourist preferences across various destinations. In the theoretical context, the findings of this research indicate that tourists' responses to specific attributes can vary significantly depending on the destination visited. For destination marketers, understanding tourist clusters can help destination managers design more targeted marketing strategies tailored to the preferences and behaviors of specific tourist groups.

References

1. Amicarelli, V., Lagioia, G., Sampietro, S., & Bux, C. (2022). Has the COVID-19 pandemic changed food waste perception and behavior? Evidence from Italian consumers. Socio-Economic Planning Sciences, 82, 101095.

2. Andersson, T., Schwaag-Serger, S., Sörvik, J., & Hansson, E. W. (2004). The Cluster Policies Whitebook. Malmö: IKED.

3. Boo, S., Busser, J. and Baloglu, S. (2009), “A model of customer – based brand equity and its application to multiple destinations”, Tourism Management, Vol. 30 No. 2, pp. 219 -231.

4. Chi, H. K., Huang, K. C., & Nguyen, H. M. (2020). Elements of destination brand equity and destination familiarity regarding travel intention. Journal of Retailing and Consumer Services, 52.

5. Darmawan, D., & Yusuf, A. (2018). Analisis Ekuitas Merek Berdasarkan Perspektif Wisatawan Pada Taman Sri Baduga Purwakarta. Value: Journal of Management and Business, 2(2).

6. Diarta, I. K. S. (2015). The Influence of Bali Brand Equity on Tourists Traveling Behavior. E-Journal of Tourism, 2(2), 96-114.

7. Ekinci, Y., Sirakaya-Turk, E. and Preciado, S. (2013), “Symbolic consumption of tourism destination brands”, Journal of Business Research, Vol. 66 No. 6, pp. 10-15.

8. Embacher, J., & Buttler, F. (1989). A repertory grid analysis of Austria’s image as a summer vacation destination. Journal of Travel Research, 27(3), 3-7. https://doi.org/10.1 177%2F004728758902700302

9. Fakeye, P. C., & Crompton, J. L. (1991). Image differences between prospective, first-time, and repeat visitors to the Lower Rio Grande Valley. Journal of travel research, 30(2), 10-16.

10. Haugland, S. A., Ness, H., Grønseth, B.-O., & Aarstad, J. (2011). Development of Tourism Destinations: An Integrated Multilevel Perspective. Annals of Tourism Research, 38(1), 268-290.

11. Hallmann, K., Müller, S., & Feiler, S. (2014). Destination competitiveness of winter sport resorts in the Alps: how sport tourists perceive destinations?. Current Issues in Tourism, 17(4), 327-349.

12. Hanna, P., Font, X., Scarles, C., Weeden, C., & Harrison, C. (2018). Tourist destination marketing: From sustainability myopia to memorable experiences. Journal of Destination Marketing & Management, 9, 36-43.

13. Hankinson, G. (2005). Destination brand images: a business tourism perspective. Journal of Services Marketing, 19(1), 24-32. https://doi.org/10.1108/08876040510579361

14. Henthorne, T. L., George, B. P., & Miller, M. M. (2016). Unique selling propositions and destination branding: A longitudinal perspective on the Caribbean tourism in transition. Tourism, 64, 261–275.

15. Im, H. H., Kim, S. S., Elliot, S., & Han, H. (2012). Conceptualizing destination brand equity dimensions from a consumer-based brand equity perspective. Journal of Travel & Tourism Marketing, 29(4), 385-403. https://doi.org/10.1080/10548408.2012.674884

16. Keller, K. L. (2016). Reflections on customer-based brand equity: Perspectives, progress, and priorities. AMS Review, 6(1–2), 1–16. https://doi.org/10.1007/s13162-016-0078-z

17. Ketchen, D. J., & Shook, C. L. (1996). The application of cluster analysis in strategic management research: an analysis and critique. Strategic management journal, 17(6), 441-458.

18. Kusyanda, M. R. P., Suriani, N. M., & Andiani, N. D. (2023). The tourism destination brand image of lovina beach: A factor analysis. Jurnal Pendidikan Teknologi dan Kejuruan, 20(1), 46-56.

19. Latif, W. B., Islam, M. A., Noor, I. M., Mohamad, M., & Kongsompong, K. (2016). Imagination of brand image for tourism industry. Problems and Perspectives in Management, (14, Iss. 2 (contin. 1)), 138-142.

20. Lin, Y.-C, Pearson, T. E., & Cai, L. (2011). Food as a form of destination identity: A tourism destination brand perspective. Tourism and Hospitality Research, 11(1), 30- 48. https://doi.org/10.1057%2Fthr.2010.22

21. Liu, Y., Hultman, M., Eisingerich, A. B., & Wei, X. (2020). How does brand loyalty interact with tourism destination? Exploring the effect of brand loyalty on place attachment. Annals of Tourism Research, 81, 102879. https://doi.org/10.1016/j.annals.2020.102879

22. Miller, M. M., & Henthorne, T. L. (2007). In Search of Competitive Advantage in Caribbean Tourism Websites: Revisiting the Unique Selling Proposition. Journal of Travel & Tourism Marketing, 21(2–3), 49–62. https://doi.org/10.1300/J073v21n02_04

23. Morando, M., & Platania, S. (2022). Luxury Tourism Consumption in the Accommodation Sector: The Mediation Role of Destination Brand Love for Potential Tourists. Sustainability, 14(7), 4007. https://doi.org/10.3390/su14074007

24. Morgan, N., Pritchard, A., & Piggott, R. (2002). New Zealand, 100% pure: The creation of a powerful niche destination brand. Brand Management, 9(4-5), 335-354. https:// doi.org/10.1057/palgrave.bm.2540082

25. Ngan, N. H., & Chinh, N. V. (2020). Impact of E-WOM on Destination Brand Awareness and Destination Brand Image: The Case of Ly Son Island. 3.

26. Novelli, M., Schmitz, B., & Spencer, T. (2006). Networks, clusters and innovation in tourism: A UK experience. Tourism Management, 27(6), 1141–1152. https://doi.org/10.1016/j.tourman.2005.11.011

27. Omilusi, M. (2019). Human tragedy as electoral strategy: Nigerian politicians and the unique selling proposition (USP) towards the 2019 general elections. Sociology International Journal, 3(2). https://doi.org/10.15406/sij.2019.03.00171

28. Pektaş, F., Özdemir, E. G., & Tepavčević, J. (2019). The impact of destination image on destination recommendation. Uluslararası Yönetim İktisat ve İşletme Dergisi, 15(4), 1226-1235.

29. Pereira, R. L., Correia, A. L., & Schutz, R. L. (2012). Destination branding: A critical overview. Journal of Quality Assurance in Hospitality & Tourism, 13(2), 81-102.

30. Pike, S. and Bianchi, C. (2013), “Destination brand equity for Australia: testing a model of CBBE in short haul and long haul markets”, Journal of Hospitality and Tourism Research, Vol. 20 No. 10, pp. 1-21.

31. Porter, M. E. (1990). The Competitive Advantage of Nation. New York: The Free Press

32. Richardson, J., Cohen, J., Uysal, M., & Fesenmaier, D. R. (1993). State slogans: The case of the missing USP. Journal of Travel & Tourism Marketing, 16, 101–118

33. Reeves, R. (1961). Reality in advertising. New York: Knopf

34. Shoemaker, S., & Lewis, R. C. (1999). Customer loyalty: The future of hospitality marketing. International Journal of Hospitality Management, 18(4), 345–370. https://doi.org/10.1016/S0278-4319(99)00042-0

35. Stephens-Balakrishnan, M., Nekhili, R., & Lewis, C. (2011). Destination brand components. International Journal of Culture, Tourism and Hospitality Research, 5(1), 4-25.

36. Vrana, V., Zafiropoulos, K., & Sigala, M. (2011). Associations between USPs and design characteristics of Mediterranean countries’ websites. Journal of Hospitality Marketing & Management, 20, 766–790.

37. Wang, Y., Huang, L., Li, J., & Yang, Y. (2019). The mechanism of tourism slogans on travel intention based on Unique Selling Proposition (USP) theory. Journal of Travel & Tourism Marketing, 36(4), 415–427. https://doi.org/10.1080/10548408.2019.1568950

38. Wisker, Z. L., Kadirov, D., & Nizar, J. (2023). Marketing a Destination Brand Image to Muslim Tourists: Does Accessibility to Cultural Needs Matter In Developing Brand Loyalty? Journal of Hospitality & Tourism Research, 47(1), 84–105. https://doi.org/10.1177/1096348020963663

39. Wolfe, D. A., & Gertler, M. S. (2004). Clusters from the Inside and Out: Local Dynamics and Global Linkages. Urban Studies, 41(5), 1071–1093.

40. Yuwo, H., Ford, J. B., & Purwanegara, M. S. (2013). Customer-based brand equity for a tourism destination (CBBETD): The specific case of Bandung City, Indonesia. Organizations and markets in Emerging Economies, 4(1), 8-22.

41. Zhang, H., Gursoy, D., & Xu, H. (2017). The effects of associative slogans on tourists’ attitudes and travel intention. Journal of Travel Research, 56, 206–220.