Examining the Impact of Brand Equity and Value Proposition of Ecological Destination on Eco-tourists' Loyalty

Brand equity and value proposition significantly influence eco-tourists' loyalty towards Kaeng Krachan National Park, as demonstrated by this study. Key factors such as brand image, brand awareness, functional benefits, and emotional benefits were found to be critical determinants of future revisit intention. Additionally, brand awareness, functional value, and emotional benefits serve as prerequisites for word-of-mouth recommendations. The research employed a questionnaire-based approach with 419 Thai tourists, focusing on two specific destinations within the park: Kaeng Krachan Dam and Praneun Trung Hill. This study highlights the importance of these elements in fostering long-term loyalty among eco-tourists, offering valuable insights for marketing strategies in ecological destinations.

Anuwichanont, J., & Mechinda, P. (2014). Examining the Impact of Brand Equity and Value Proposition of Ecological Destination on Eco-tourists’ Loyalty. Universal Journal of Industrial and Business Management, 2(7), 173–181. https://doi.org/10.13189/ujibm.2014.020705