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

Vidyastuti, Heppy Agustiana

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

dc.creator	Vidyastuti, Heppy Agustiana
dc.date	2021-05-30
dc.date.accessioned	2025-10-01T23:48:52Z
dc.description	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.	en-US
dc.description	El propósito de este artículo fue el de identificar si conceptos como el Marketing Mix Service y el Place Branding tienen alguna influencia sobre Imagen, para lo cual se utilizó una metodología de tipo cuantitativa, transversal y con alcance exploratorio. Con una población de turistas de 231563 en promedio, por año, y haciendo uso de la fórmula de Slovin, se obtuvo un tamaño de muestra de 100 visitantes. Para determinar si los ítems utilizados para medir las variables de Marketing Mix Service, Place Branding and Imagen eran confiables y válidos, se hizo uso del test de correlación de Pearson (resultados iguales o por encima de 0.3 son aceptables). Para verificar las relaciones entre las variables, se hizo uso de la metodología de ecuaciones estructurales. Los resultados indicaron que ni el Marketing Mix Service ni el Place Branding tienen influencia alguna sobre el concepto de Imagen. Por tanto, las estrategias para impactar positivamente la imagen del destino turístico deben estar orientadas por otras líneas de trabajo.	es-ES
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dc.identifier	https://revistas.itm.edu.co/index.php/revista-cea/article/view/1646
dc.identifier	10.22430/24223182.1646
dc.identifier.uri	https://hdl.handle.net/20.500.12622/7028
dc.language	eng
dc.publisher	Institución Universitaria ITM	es-ES
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dc.relation	https://revistas.itm.edu.co/index.php/revista-cea/article/view/1646/2031
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dc.rights	Derechos de autor 2021 Instituto Tecnológico Metropolitano	es-ES
dc.source	Revista CEA; Vol. 7 No. 14 (2021); e1646	en-US
dc.source	Revista CEA; Vol. 7 Núm. 14 (2021); e1646	es-ES
dc.source	2422-3182
dc.source	2390-0725
dc.subject	marketing mix services	en-US
dc.subject	place branding	en-US
dc.subject	tourism	en-US
dc.subject	Marketing Mix de servicios	es-ES
dc.subject	marca de lugar	es-ES
dc.subject	turismo	es-ES
dc.title	Influence of the Services Marketing Mix and Place Branding on Tourism Destination Image	en-US
dc.title	Influencia del Marketing Mix de servicios y la marca de lugar en la imagen del destino turístico	es-ES
dc.type	info:eu-repo/semantics/article
dc.type	info:eu-repo/semantics/publishedVersion