The Relative Impact Of Competitiveness Factors And Destination Equity On Tourists Loyalty In Koh Chang, Thailand

Abstract

The purpose of this study is to investigate the relative impact of competitiveness factors and destination equity on tourist’s loyalty toward Koh Chang (Chang Island) one of the famous tourist destination in Thailand). Multiple regression analysis indicated that attitudinal loyalty was mainly driven by destination equity (destination image and destination awareness). The competitiveness factors that significantly influence domestic tourists are (1) location of destination, (2) quality of service and (3) natural resources while the competitiveness factor that influence international tourists is natural resources.

Rural Tourism Destination Competitiveness of Kubah National Park in Sarawak: Tourists’ Perspective

“…The competitiveness of tourism destinations is becoming a topic of growing interest among scholars (Mechinda, Serirat, Popaijit, Lertwannawit, & Anuwichanont, 2010;Omerzel, 2006;Tubey & Tubey, 2014). Because it is one of the most concerned issues in tourism industries, not least in the rural tourism sector, as increasingly domestic competition has added more pressures for rural tourism to ensure their survival.…”

“…These include recreation and sports facilities, facilities for special interest visitors such as adventure, ecotourism, cultural/ heritage tourism and biking trails (Mechinda et al, 2010). Generally, outdoor activities or events were conducted for visitors or together with local communities as a part of social interaction with the local communities.…”

Destination Brand Equity Research from 2001 to 2012

“…The CBBE model may also apply to DMO stakeholders, for which the financial measure of destination brands would be of little practical value (Pike, 2007) with only few exceptions of licensing opportunities (i.e., "I ♥ NY"). Competitive advantage and competitiveness, both also connected to other proprietary brand assets (Aaker, 1991), attract some interest (Mechinda, Serirat, Popaijit, Lertwannawit, & Anuwichanont, 2010;Pike et al, 2010;Yüksel & Yüksel, 2001) in the literature of destination brand equity. Nevertheless, destination marketers have mostly been focusing on brand equity dimensions other than brand assets, on the grounds that financial evaluation is of little relevance if managers do not know how value is created from the customer's perspective and how to capitalize on it, in order to develop successful brand strategies (Keller, 1993).…”

Rural Tourism Destination Competitiveness of Kubah National Park in Sarawak: Tourists’ Perspective

“…One of the reasons why destination competitiveness is receiving attention by government, industries and academia is because for rural tourism industry to be profitable and sustainable in the long run, it is crucial for rural tourism destinations to sustain their competitiveness. Tourism destination competitiveness is able to gain competitive advantages such as tourist loyalty , satisfaction (Chen, Chen & Lee, 2011;Kozak & Rimmington, 1999;Yoon & Uysal, 2005) and repeat patronage by revisiting a particular destination (Chen et al, 2011;Mechinda et al, 2010;Vengesayi, 2003).…”