Measuring Branding Variables that Affect the Brand Choice Intention toward Tourism Destinations in Thailand’s Eastern Coastal Region

A large number of tourists visit Thailand’s eastern coastal regions every year. Brand choice intention is one of the fundamental elements for developing marketing strategies. Therefore, the purposes of this study are to investigate the impact of five brand elements on destination brand loyalty and b...

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Main Authors: Phalitnonkiat, Passarin, Johnson, James Vincent, Kunnapapdeelert, Siwaporn
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Published: Animo Repository 2024
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Online Access:https://animorepository.dlsu.edu.ph/ber/vol34/iss1/24
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Institution: De La Salle University
id oai:animorepository.dlsu.edu.ph:ber-1023
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spelling oai:animorepository.dlsu.edu.ph:ber-10232024-08-08T07:00:04Z Measuring Branding Variables that Affect the Brand Choice Intention toward Tourism Destinations in Thailand’s Eastern Coastal Region Phalitnonkiat, Passarin Johnson, James Vincent Kunnapapdeelert, Siwaporn A large number of tourists visit Thailand’s eastern coastal regions every year. Brand choice intention is one of the fundamental elements for developing marketing strategies. Therefore, the purposes of this study are to investigate the impact of five brand elements on destination brand loyalty and brand choice intention and to study the relationships among each construct of consumer brand perception by using EFA, CFA, and SEM. A sample of 830 Thai tourists returned paper-based surveys regarding their interests and perceived value. The study found four brand elements that significantly affect brand loyalty and brand choice intention, both directly and indirectly. The four elements include perceived value, interest, brand awareness, and brand image. Based on the results, tourism organizations in Thailand may need to create marketing strategies that define and communicate the perceived values of traveling to the eastern coastal regions. Such strategies can provide long-term attractiveness that could enhance Thailand’s east-coast tourism industry. 2024-07-01T07:00:00Z text https://animorepository.dlsu.edu.ph/ber/vol34/iss1/24 DLSU Business & Economics Review Animo Repository Brand Choice Intention Brand Loyalty Thailand’s Eastern Coastal Regions Thailand Tourism Destination Structural Equation Model (SEM) Business Administration, Management, and Operations
institution De La Salle University
building De La Salle University Library
continent Asia
country Philippines
Philippines
content_provider De La Salle University Library
collection DLSU Institutional Repository
topic Brand Choice Intention
Brand Loyalty
Thailand’s Eastern Coastal Regions
Thailand Tourism Destination
Structural Equation Model (SEM)
Business Administration, Management, and Operations
spellingShingle Brand Choice Intention
Brand Loyalty
Thailand’s Eastern Coastal Regions
Thailand Tourism Destination
Structural Equation Model (SEM)
Business Administration, Management, and Operations
Phalitnonkiat, Passarin
Johnson, James Vincent
Kunnapapdeelert, Siwaporn
Measuring Branding Variables that Affect the Brand Choice Intention toward Tourism Destinations in Thailand’s Eastern Coastal Region
description A large number of tourists visit Thailand’s eastern coastal regions every year. Brand choice intention is one of the fundamental elements for developing marketing strategies. Therefore, the purposes of this study are to investigate the impact of five brand elements on destination brand loyalty and brand choice intention and to study the relationships among each construct of consumer brand perception by using EFA, CFA, and SEM. A sample of 830 Thai tourists returned paper-based surveys regarding their interests and perceived value. The study found four brand elements that significantly affect brand loyalty and brand choice intention, both directly and indirectly. The four elements include perceived value, interest, brand awareness, and brand image. Based on the results, tourism organizations in Thailand may need to create marketing strategies that define and communicate the perceived values of traveling to the eastern coastal regions. Such strategies can provide long-term attractiveness that could enhance Thailand’s east-coast tourism industry.
format text
author Phalitnonkiat, Passarin
Johnson, James Vincent
Kunnapapdeelert, Siwaporn
author_facet Phalitnonkiat, Passarin
Johnson, James Vincent
Kunnapapdeelert, Siwaporn
author_sort Phalitnonkiat, Passarin
title Measuring Branding Variables that Affect the Brand Choice Intention toward Tourism Destinations in Thailand’s Eastern Coastal Region
title_short Measuring Branding Variables that Affect the Brand Choice Intention toward Tourism Destinations in Thailand’s Eastern Coastal Region
title_full Measuring Branding Variables that Affect the Brand Choice Intention toward Tourism Destinations in Thailand’s Eastern Coastal Region
title_fullStr Measuring Branding Variables that Affect the Brand Choice Intention toward Tourism Destinations in Thailand’s Eastern Coastal Region
title_full_unstemmed Measuring Branding Variables that Affect the Brand Choice Intention toward Tourism Destinations in Thailand’s Eastern Coastal Region
title_sort measuring branding variables that affect the brand choice intention toward tourism destinations in thailand’s eastern coastal region
publisher Animo Repository
publishDate 2024
url https://animorepository.dlsu.edu.ph/ber/vol34/iss1/24
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