The Nexus Between Social Media Activities, Destination Brand Awarness and Destination Brand Image

Benny Hutahaeyan

doi:10.32493/JEE.v7i2.44429

Authors

Benny Hutahaeyan Universitas Brawijaya

DOI:

https://doi.org/10.32493/JEE.v7i2.44429

Keywords:

Social Media Activity, Destination Brand Awareness, Destination Brand Image, Customer-based Brand Equity, Mediating variable

Abstract

The aim of this study is to investigate the nexus between social media activities, destination brand awareness, and destination brand image in the destination of Kota Batu, East Java, Indonesia. The theoretical framework is grounded in customer-based brand equity, leveraging the role of social media activity in interacting with destination brand equity. This research employs a quantitative approach, distributing questionnaires to domestic tourists visiting the destination of Kota Batu. The determination of the sample size in this study utilizes the Slovin formula with the assistance of an online tool (www.qualtrics.com). This calculation also considers data from the Central Bureau of Statistics of Batu City regarding the total number of domestic tourists in 2022. Consequently, based on this calculation, 271 respondents were determined as the sample, particularly focusing on domestic tourists visiting tourist destinations in Batu City. The research findings suggest that destination brand awareness significantly mediates the relationship between interaction, trendiness, e-WOM, and destination brand image. A mediating variable implies that it can influence the relationship. The findings of this research indicate that the dimensions of social media activity have a positive and significant impact on destination brand awareness. Meanwhile, destination brand awareness positively and significantly influences destination image. Regarding the mediating role of destination brand awareness, it has a positive and significant effect.

References

1. Abubakar, A.M.; Ilkan, M. (2016). Impact of online WOM on destination trust and intention to travel: A medical tourism perspective. J. Destin. Mark. Manag. 5, 192–201

2. Ampountolas, A. (2019). Peer-to-peer marketplaces: a study on consumer purchase behavior. Journal of Hospitality and Tourism Insights, 2(1), 37-54.

3. Baldauf A, Cravens KS, and Binder G. (2003). Performance consequences of brand equity management: evidence from organizations in the value chain. Journal of Product & Brand Management 12(4): 220–236.

4. Barreda, A. A., Nusair, K., Wang, Y., Okumus, F., & Bilgihan, A. (2020). The impact of social media activities on brand image and emotional attachment: A case in the travel context. Journal of hospitality and tourism technology, 11(1), 109-135.

5. Bronner, F., & de Hoog, R. (2011). Vacationers and eWOM: Who posts, and why, where, and what? Journal of Travel Research, 50(1), 15-26

6. Bruhn, M., Schoenmueller, V., & Schäfer, D. B. (2012). Are social media replacing traditional media in terms of brand equity creation?. Management research review, 35(9), 770-790.

7. Buhalis, D., Harwood, T., Bogicevic, V., Viglia, G., Beldona, S., & Hofacker, C. (2019). Technological disruptions in services: lessons from tourism and hospitality. Journal of Service Management, 30(4), 484-506.

8. 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.

9. Dedeoğlu, B. B., van Niekerk, M., Küçükergin, K. G., De Martino, M., & Okumuş, F. (2020). Effect of social media sharing on destination brand awareness and destination quality. Journal of Vacation Marketing, 26(1), 33–56. https://doi.org/10.1177/1356766719858644

10. Di Matteo, D., & Cavuta, G. (2016). Enogastronomic Tourism: can it mitigate the Intangibility of the Destination? Streetfood as a new Business Model for the Management of Tourist Regions. Procedia Economics and Finance, 39, 347-356.

11. 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.

12. Ghorbanzadeh, D., Zakieva, R. R., Kuznetsova, M., Ismael, A. M., & Ahmed, A. A. A. (2022). Generating destination brand awareness and image through the firm's social media. Kybernetes, 52(9), 3292-3314.

13. Godey B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R., & Singh, R. (2016). Social mediamarketing efforts of luxury brands: Influence on brand equity and consumer behavior. Journal of Business Research, 69(12), 5833–5841.

14. Huang, C., Oh, K., Zhang, Q., & Choi, Y. J. (2013). Understanding the city brand in the regional tourism market among college students. Journal of Travel & Tourism Marketing, 30(7), 662-671.

15. Kang, J. (2018). Effective marketing outcomes of hotel Facebook pages: The role of active participation and satisfaction. Journal of Hospitality and Tourism Insights, 1(2), 106-120.

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. Keller KL (1993) Conceptualizing, measuring, and managing customer-based brand equity. The Journal of Marketing 57(1): 1–22.

18. Keller, K. L. (2003). Understanding brands, branding and brand equity. Interactive Marketing, 5(1), 7-20.

19. Khan, Md. A. A., & Hashim, H. (2020). Tourist Satisfaction Index for Tourism Destination, Integrating Social Media Engagement into the European Customer Satisfaction Index: A Conceptual Paper. International Journal of Academic Research in Business and Social Sciences, 10(9), Pages 72-90. https://doi.org/10.6007/IJARBSS/v10-i9/7519

20. Khan, Z.; Yang, Y.; Shafi, M.; Yang, R. (2019). Role of social media marketing activities (SMMAs) in apparel brands customer response: A moderated mediation analysis. Sustainability

21. Kim, A.J. and Ko, E. (2012) ‘Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand’, Journal of Business Research, Vol. 65, No. 10, pp.1480–1486, DOI: 10.1016/j.jbusres.2011.10.014.

22. Kladou S and Kehagias J (2014) Developing a structural brand equity model for cultural destinations. Journal of Place Management and Development 7(2): 112–125.

23. Konecnik, M., & Gartner, W. C. (2007). Customer-based brand equity for a destination. Annals of Tourism Research, 34(2), 400–421. https://doi.org/10.1016/j.annals.2006.10.005

24. Langaro, D., Rita, P., & de Fátima Salgueiro, M. (2018). Do social networking sites contribute for building brands? Evaluating the impact of users’ participation on brand awareness and brand attitude. Journal of Marketing Communications, 24(2), 146–168. https://doi.org/10.1080/13527266.2015.1036100

25. Lim, S.H. and Kim, T.H. (2010). Influence of customers’ on/off-line oral transmission on their evaluation of brand equity and revisit intention: Focused on family restaurants. J. Tour. Sci. 34, 61–83.

26. Lim, J. S., Pham, P., & Heinrichs, J. H. (2020). Impact of social media activity outcomes on brand equity. Journal of Product & Brand Management, 29(7), 927-937.

27. Llodrà-Riera, I., Martínez-Ruiz, M. P., Jiménez-Zarco, A. I., & Izquierdo-Yusta, A. (2015). A multidimensional analysis of the information sources construct and its relevance for destination image formation. Tourism management, 48, 319-328.

28. Lund, N. F., Cohen, S. A., & Scarles, C. (2018). The power of social media storytelling in destination branding. Journal of destination marketing & management, 8, 271-280.

29. Luo, Q., & Zhong, D. (2015). Using social network analysis to explain communication characteristics of travel-related electronic word-of-mouth on social networking sites. Tourism Management, 46, 274-282.

30. Mangold, W.G. and Faulds, D.J. (2009) ‘Social media: the new hybrid element of the promotion mix’, Business Horizons, Vol. 52, No. 4, pp.357–365.

31. Murphy, L., Benckendorff, P., & Moscardo, G. (2007). Destination brand personality: Visitor perceptions of a regional tourism destination. Tourism Analysis, 12(5-6), 419-432.

32. 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.

33. Nikabadi MS, Safui MA, and Agheshlouei H (2015) Role of advertising and promotion in brand equity creation. Journal of Promotion Management 21(1): 13–32.

34. Pham, P. H. M., & Gammoh, B. S. (2015). Characteristics of social-media marketing strategy and customer-based brand equity outcomes: A conceptual model. International Journal of Internet Marketing and Advertising, 9(4), 321. https://doi.org/10.1504/IJIMA.2015.072885

35. Qu, H., Kim, L. H., & Im, H. H. (2011). A model of destination branding: Integrating the concepts of the branding and destination image. Tourism management, 32(3), 465-476.

36. Saeed, M., & Shafique, I. (2019). Customer-based brand equity and destination visit behaviour in the tourism industry: the contingent role of social media. Quality & Quantity, 1-22.

37. Seo, E.; Park, J. A study on the effects of social media marketing activities on brand equity and customer response in the airline industry. J. Air Transp. Manag. 2018, 66, 36–41.

38. Setiawan, P. Y. (n.d.). The Effect of e-WOM on Destination Image, Satisfaction and Loyalty.

39. Sharmin, F., Sultan, M. T., Badulescu, D., Badulescu, A., Borma, A., & Li, B. (2021). Sustainable Destination Marketing Ecosystem through Smartphone-Based Social Media: The Consumers’ Acceptance Perspective. Sustainability, 13(4), 2308. https://doi.org/10.3390/su13042308

40. Shen, B. and Bissell, K. (2013) ‘Social media, social me: a content analysis of beauty companies’ use of Facebook in marketing and branding’, Journal of Promotion Management, Vol. 19, No. 5, pp.629–651, DOI: 10.1080/10496491.2013.829160.

41. So, K. K. F., King, C., & Sparks, B. (2014). Customer engagement with tourism brands: Scale development and validation. Journal of Hospitality & Tourism Research, 38(3), 304-329.

42. Stojanovic, I., Andreu, L., & Curras-Perez, R. (2022). Social media communication and destination brand equity. Journal of Hospitality and Tourism Technology, 13(4), 650-666.

43. Tasci, A. D. A. (2018). Testing the cross-brand and cross-market validity of a consumerbased brand equity (CBBE) model for destination brands. Tourism Management, 65, 143–159.

44. Tatar, Ş. B., & Eren-Erdoğmuş, İ. (2016). The effect of social media marketing on brand trust and brand loyalty for hotels. Information Technology & Tourism, 16, 249-263.

45. Tran, V. T., Nguyen, N. P., Tran, P. T. K., Tran, T. N., & Huynh, T. T. P. (2019). Brand equity in a tourism destination: a case study of domestic tourists in Hoi An city, Vietnam. Tourism Review, 74(3), 704-720.

46. Uşaklı, A., Koç, B., & Sönmez, S. (2017). How'social'are destinations? Examining European DMO social media usage. Journal of destination marketing & management, 6(2), 136-149.

47. Washburn, J. H., Till, B. D., & Priluck, R. (2004). Brand alliance and customer‐based brand‐equity effects. Psychology & Marketing, 21(7), 487–508. https://doi.org/10.1002/mar.20016

48. 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.