Abstract

OTERO GOMEZ, María Cristina  and  GIRALDO PEREZ, Wilson. Measuring Brand Equity Based on International Tourist Perceptions: An Investigation of Villavicencio (Colombia). rev.univ.empresa [online]. 2022, vol.24, n.43, pp.1-.  Epub Nov 25, 2023. ISSN 0124-4639.  https://doi.org/10.12804/revistas.urosario.edu.co/empresa/a.11133.

This study examines the brand equity of Villavicencio as an international tourism destination from consumers' point of view. In addition, it analyzes the influence of social media during Covid-19 on the intentions to repeat the visit to the destination. A quantitative study was conducted, in which 130 surveys applied to tourists from different countries were processed. The results indicate that loyalty and perceived quality of the destination are the dimen-sions that contribute most to the construction of brand equity. It is also observed that there is a medium level of association between the brand value of the destination and the intention to revisit Villavicencio. Furthermore, as a reinforcing variable, social media acts positively on the intention to repeat the visit, based on the remembrance of memorable experiences. It is concluded that tourists are loyal to Villavicencio because the destination provides them with quality experiences that surpass those offered by other destinations with similar characteristics.

Keywords : Brand destination; social media; perceived quality; loyalty.

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