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Influence of the Services Marketing Mix and Place Branding on Tourism Destination Image

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  • Heppy Agustiana Vidyastuti

Abstract

The aim of this study is to establish if concepts such as the Services Marketing Mix and Place Branding have any influence on Tourism Destination Image. Therefore, it adopted a quantitative cross-sectional exploratory methodology. The average annual population of tourists in Garut District, Indonesia, is 231,563; and, using Slovin’s formula, a sample size of 100 visitors was calculated. To determine if the items used here to measure the variables of the Services Marketing Mix, Place Branding, and Image were reliable and valid, a Pearson correlation test was conducted. Structural equation modeling was implemented to verify the relationships between the variables. The results indicate that neither the Services Marketing Mix nor Place Branding have any influence on the concept of Tourism Destination Image. Therefore, the strategies designed to improve the image of this tourist destination should be focused on other aspects.

Suggested Citation

  • Heppy Agustiana Vidyastuti, 2021. "Influence of the Services Marketing Mix and Place Branding on Tourism Destination Image," Revista CEA, Instituto Tecnológico Metropolitano, vol. 7(14), July.
    • Handle: RePEc:col:000549:019351
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    File URL: https://revistas.itm.edu.co/index.php/revista-cea/article/view/1646
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    References listed on IDEAS

    as
    1. Adi Weidenfeld, 2018. "Tourism Diversification and Its Implications for Smart Specialisation," Sustainability, MDPI, vol. 10(2), pages 1-24, January.
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    More about this item

    Keywords

    marketing mix services; place branding; tourism;
    All these keywords.

    JEL classification:

    • L83 - Industrial Organization - - Industry Studies: Services - - - Sports; Gambling; Restaurants; Recreation; Tourism
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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