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All Journal An-Nida : Jurnal Komunikasi Islam
Anita Septiani Rosana
Universitas Sultan Fatah
Languange, Linguistic, Communication & Media

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Building the Brand Image of Demak as a Center for Religious Tourism Destinations through Brand Development and e-WOM Anita Septiani Rosana; Saifudin Saifudin
An-Nida : Jurnal Komunikasi Islam Vol 14, No 2 (2022)
Publisher : Fakultas Dakwah dan Komunikasi Program Studi Komunikasi dan Penyiaran Islam

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34001/an-nida.v14i2.3665

Abstract

This paper aims to investigate the factors that influence the brand image of a destination. This research examines the impact of destination brand awareness, brand quality, and e-WOM on destination brand image. The sample data used in this study were 112 respondents from 7 provinces in Indonesia. Multiple linear regression was used to test the significance of the effect of the independent variable on the dependent variable. The results of the IBM SPSS 25 test show that the destination and the quality of the destination brand can affect the destination's brand image; on the other hand, e-WOM cannot. Tour service providers can predict tourist behaviour through this paper. As for academics, this paper can be used for further research by integrating branding strategies as predictors of the destination image. Empirically this research helps improve understanding of how to communicate a brand in a destination.
Co-Authors Saifudin Saifudin