Tourism strategy development and facilitation of integrative processes among brand equity, marketing and motivation

Chih-Hsing Sam Liu and Sheng-Fang Chou

Tourism Management, 2016, vol. 54, issue C, 298-308

Abstract: With the absence of heavy industry and pollution from intense commercial development, Kinmen is a significant source of additional value for tourism in Taiwan. This calls for in-depth studies on tourism marketing, brand equity and travel motivation in Kinmen. This study attempts to identify the important attributes of Kinmen tourism and extend the related literature on marketing strategy, brand equity and travel motivation by employing a combination of the fuzzy Delphi method (FDM), decision-making trial and evaluation laboratory (DEMATEL) and analytic network process (ANP) approaches to demonstrate the interactions and relations among critical criteria. The FDM identified the critical attributes, which were used in DEMATEL analysis to demonstrate that brand equity has direct and indirect influences on marketing strategy and travel motivation. The use of the ANP with global weighting further reveals that travel intention is the most critical element of Kinmen tourism.

Keywords: Kinmen tourism; Brand equity; Marketing; Motivation (search for similar items in EconPapers)
Date: 2016
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Citations: View citations in EconPapers (13)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:touman:v:54:y:2016:i:c:p:298-308

DOI: 10.1016/j.tourman.2015.11.014

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