Measuring Brand Equity Based on International Tourist Perceptions: An Investigation of Villavicencio (Colombia)

DOI:  https://doi.org/10.12804/revistas.urosario.edu.co/empresa/a.11133

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Published: Sep 14, 2022
Issue: Vol. 24 No. 43 (2022)
Section Scientific and technological research article


Keywords: Brand destination social media perceived quality loyalty

Main Article Content

Authors

María Cristina Otero Gómez
Universidad de los Llanos
Wilson Giraldo Pérez
Universidad de los Llanos

Abstract

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 dimensions 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.

How to Cite
Otero Gómez, M. C., & Giraldo Pérez, W. (2022). Measuring Brand Equity Based on International Tourist Perceptions: An Investigation of Villavicencio (Colombia). Revista Universidad Y Empresa, 24(43), 1–23. https://doi.org/10.12804/revistas.urosario.edu.co/empresa/a.11133
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