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The effect of brand heritage in tourists' intention to revisit

Iddrisu Mohammed (Department of Marketing and Entrepreneurship, University of Ghana Business School, College of Humanities, University of Ghana, Accra, Ghana)
Mahmoud Abdulai Mahmoud (Department of Marketing and Entrepreneurship, University of Ghana Business School, College of Humanities, University of Ghana, Accra, Ghana) (Department of Marketing Management, School of Consumer Intelligence and Information Systems, College of Business and Economics, University of Johannesburg, Johannesburg, South Africa)
Robert Ebo Hinson (Department of Marketing and Entrepreneurship, University of Ghana Business School, College of Humanities, University of Ghana, Accra, Ghana) (Durban University of Technology, Durban, South Africa)

Journal of Hospitality and Tourism Insights

ISSN: 2514-9792

Article publication date: 7 September 2021

Issue publication date: 7 December 2022

779

Abstract

Purpose

Utilising brand equity dimensions, this study aims to enhance the literature by conceptualising and testing heritage brand equity dimensions (i.e. awareness, image, quality and value) and the intentions of international tourists to revisit moderated by safety and security within the tourism sector.

Design/methodology/approach

The study was cross-sectional in nature and used the quantitative research approach with questionnaires for the collection of data. In total, 392 international tourists were purposively sampled from the departure hall of Kotoka International Airport. The data gathered were analysed using Structural Equation Modeling (SEM).

Findings

The findings revealed that heritage brand image, perceived quality and value had positive significant effects on the intentions of tourists to revisit. Nevertheless, heritage brand awareness had a negative insignificant impact on intentions to revisit. Safety and security significantly moderate the relationship between heritage brand equity and the intentions of international tourists to revisit.

Research limitations/implications

The Ghana tourism industry should increase the activities that will create more awareness, to generate the interest of potential tourists within the international community. Such initiatives can increase the likelihood of the destination being visited. In addition, policymakers must guarantee that associated government entities, as well as other stakeholders, work together within the tourism industry to promote safety and security.

Originality/value

This study adds to the ongoing discussions in the hospitality and tourism industry by providing a comprehensive overview of brand equity in heritage tourism, operationalised as heritage brand equity dimensions.

Keywords

Acknowledgements

The authors would like to thank the anonymous reviewers for their pieces of criticisms and comments that has improved the paper.

Citation

Mohammed, I., Mahmoud, M.A. and Hinson, R.E. (2022), "The effect of brand heritage in tourists' intention to revisit", Journal of Hospitality and Tourism Insights, Vol. 5 No. 5, pp. 886-904. https://doi.org/10.1108/JHTI-03-2021-0070

Publisher

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Emerald Publishing Limited

Copyright © 2021, Emerald Publishing Limited

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