Exploring Lenggong Valley World Heritage Site’s Brand Equity Dimensions

A new dimension of brand equity emerged from the study of Lenggong Valley World Heritage Site, revealing that value encompasses both non-financial and financial aspects. This finding challenges traditional views on brand equity dimensions, which typically focus solely on financial metrics. The research used a survey-based approach, adapting 27 product-related brand equity dimensions to fit heritage destinations. Principal factor analysis of responses from 100 local tourists identified 10 key factors: Trust, Bonding, Service, Acceptability, Value, Heritage, Ambiance, Knowledge, Persistence, and Relevance. The inclusion of a broader 'Value' dimension suggests that heritage sites must consider both tangible and intangible benefits to enhance their brand equity effectively.

Noor, S. M., & Abdul Kuthoos, H. M. (2014). Exploring Lenggong Valley World Heritage Site’s Brand Equity Dimensions. SHS Web of Conferences, 12, 1085. https://doi.org/10.1051/shsconf/20141201085