Product–place image and destination brand equity: special reference to “Kerala is an ayurvedic destination”
Journal of Place Management and Development
ISSN: 1753-8335
Article publication date: 22 July 2021
Issue publication date: 28 June 2022
Abstract
Purpose
This paper aims to analyse the relationship between the image of a tourism product and destination brand equity in the context of Kerala's Ayurveda. The study also examined the influence of destination image (DI) and hospital brand image (HBI) and the mediating role of total experience (TEX).
Design/methodology/approach
The research analysed 342 primary data from Ayurvedic tourists who visited Kerala for the treatment.
Findings
Results show that product–place image (PPI) and DI significantly influence the brand equity, but the HBI is insignificant towards the brand equity. Even though HBI does not directly influence Kerala's brand equity, it has a strong relationship through TEX (mediating variable).
Practical implications
This study can be implemented by destination marketing organization and tourism authorities while making strategic decisions and plans for the image creation of a tourist place.
Originality/value
People perceive some products from a particular place as having superior quality and uniqueness. As far as a tourist destination is concerned, a “tourism product” associated with the destination will also uplift its popularity. The study has investigated the image of this “product–place” combination in medical tourism.
Keywords
Citation
Jawahar, D. and Muhammed M.K., A. (2022), "Product–place image and destination brand equity: special reference to “Kerala is an ayurvedic destination”", Journal of Place Management and Development, Vol. 15 No. 3, pp. 248-263. https://doi.org/10.1108/JPMD-06-2020-0047
Publisher
:Emerald Publishing Limited
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