Tourists’ Perceptual Positioning of Brand Equity and Competitive Relationships in Organic Agricultural Tourism

Dan Wang and Ching-Cheng Shen ()
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Dan Wang: College of Tourism and History and Culture, Chizhou University, Education Park, Chizhou 247000, China
Ching-Cheng Shen: Graduate Institute of Tourism Management, National Kaohsiung University of Hospitality and Tourism, No.1, Songhe Rd., Xiaogang Dist., Kaohsiung City 812301, Taiwan

Agriculture, 2024, vol. 14, issue 10, 1-18

Abstract: In the face of a highly competitive tourism market, when tourists hold positive brand equity towards a destination, it enhances the destination’s ability to differentiate itself from competitors. This study focuses on the brand equity of organic agricultural tourism, using multidimensional scaling (MDS) to explore the factor structure of brand equity and the perceptual positioning of various tourism destination brands. The research targets tourists engaging in organic agricultural tourism in the Hualien and Taitung regions, with 220 valid questionnaires collected. The research findings indicate the following: 1. Among the 22 brand equity items, “loyalty to organic agricultural tourism”, “awareness of organic agricultural products”, “quality of organic agricultural products”, “environmental sustainability”, “image of healthy tourism”, and “recognition of organic agricultural development” scored the highest. 2. The analysis revealed that the brand equity factors are ranked in the following order: BIHS, BACI, BPQ, BLO, and BAW. 3. Through MDS analysis, the five organic agricultural tourism destinations were categorized into high, medium, and low brand equity groups, illustrating the differentiated competitive relationships among these destinations. The top three factors influencing the brand perceptual maps were BAW, BIHS, and BPQ. The results of this study can serve as a reference for future research on brand equity in organic agricultural tourism and provide a scientific basis for the practical application of shaping brand equity and formulating competitive strategies.

Keywords: organic agricultural tourism; brand equity; multidimensional scaling (MDS); perceptual map (search for similar items in EconPapers)
JEL-codes: Q1 Q10 Q11 Q12 Q13 Q14 Q15 Q16 Q17 Q18 (search for similar items in EconPapers)
Date: 2024
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