THE EFFECT OF BRAND EQUITY AND BRAND RESONANCE ON TOURIST DECISIONS VISITING THE 2018 ASIAN GAMES LEGACY OF JAKABARING SPORT CITY AS A SPORT TOURISM DESTINATION WITH EVENT: MARKETING AS A MEDIATING VARIABLE

The development of the Jakabaring Sport City Area is inseparable from the appointment of Palembang as the host of various large-scale sporting events, starting at the national level, at the Asian level, even at the world level. With its image as a sports city, Jakabaring Sport City in Palembang is m...

Descripción completa

Guardado en:

Detalles Bibliográficos
Autores principales:	Esxi Martia GUSMA, Agustina HANAFI, Zakaria Wahab, Yuliani YULIANI
Formato:	article
Lenguaje:	DE EN FR TR
Publicado:	Fırat University 2021
Materias:	sport tourism brand equity brand resonance event marketing purchasing decisions Social Sciences H Social sciences (General) H1-99
Acceso en línea:	https://doaj.org/article/a55362131a3c4965bf141f88ce69ed5b
Etiquetas:	Agregar Etiqueta Sin Etiquetas, Sea el primero en etiquetar este registro!

id	oai:doaj.org-article:a55362131a3c4965bf141f88ce69ed5b
record_format	dspace
spelling	oai:doaj.org-article:a55362131a3c4965bf141f88ce69ed5b2021-11-24T09:20:34ZTHE EFFECT OF BRAND EQUITY AND BRAND RESONANCE ON TOURIST DECISIONS VISITING THE 2018 ASIAN GAMES LEGACY OF JAKABARING SPORT CITY AS A SPORT TOURISM DESTINATION WITH EVENT: MARKETING AS A MEDIATING VARIABLE2148-416310.29228/JASSS.45868https://doaj.org/article/a55362131a3c4965bf141f88ce69ed5b2021-01-01T00:00:00Zhttps://jasstudies.com/index.jsp?mod=tammetin&makaleadi=794bea14-a55f-4f5f-803a-28cec3a77297.pdf&key=45868https://doaj.org/toc/2148-4163The development of the Jakabaring Sport City Area is inseparable from the appointment of Palembang as the host of various large-scale sporting events, starting at the national level, at the Asian level, even at the world level. With its image as a sports city, Jakabaring Sport City in Palembang is made a sports tourism destination by the central government, through the Ministry of Tourism. But in reality, this area has not been maximally utilized as a sports tourism destination. From several phenomena and literature, researchers find the importance of the influence of Brand Equity and Brand Resonance on tourists' decisions to visit the 2018 Asian Games Legacy Jakabaring Sport City as a sports tourism destination. This research is a quantitative study with a sampling technique in the form of purposive sampling. In this study data analysis was performed using Structural Equation Modeling (SEM) analysis which was operated through the Analysis of Moment Structure (AMOS) program. Data obtained through questionnaires will then be analyzed to obtain answers to the hypotheses in this study. The results of this study include (1) Brand Equity positively influencing the decision of tourists to visit the 2018 Asian Games Legacy Jakabaring Sport City (JSC) as a Sport Tourism Destination. Then, (2) Brand Resonance has a positive effect on the decision of tourists to visit the 2018 Asian Games Legacy Jakabaring Sport City (JSC) as a Sport Tourism Destination. Furthermore, (3) Brand Equity and Brand Resonance have a positive effect on the decision of tourists to visit the 2018 Asian Games Legacy of Jakabaring Sport City (JSC) as a Sport Tourism Destination through marketing events as a mediating variable but have not been able to become a factor that can increase respondents' visiting decisions.Esxi Martia GUSMAAgustina HANAFIZakaria WahabEsxi Martia GUSMAYuliani YULIANIFırat Universityarticlesport tourismbrand equitybrand resonanceevent marketingpurchasing decisionsSocial SciencesHSocial sciences (General)H1-99DEENFRTRJournal of Academic Social Science Studies , Vol 13, Iss 83, Pp 409-423 (2021)
institution	DOAJ
collection	DOAJ
language	DE EN FR TR
topic	sport tourism brand equity brand resonance event marketing purchasing decisions Social Sciences H Social sciences (General) H1-99
spellingShingle	sport tourism brand equity brand resonance event marketing purchasing decisions Social Sciences H Social sciences (General) H1-99 Esxi Martia GUSMA Agustina HANAFI Zakaria Wahab Esxi Martia GUSMA Yuliani YULIANI THE EFFECT OF BRAND EQUITY AND BRAND RESONANCE ON TOURIST DECISIONS VISITING THE 2018 ASIAN GAMES LEGACY OF JAKABARING SPORT CITY AS A SPORT TOURISM DESTINATION WITH EVENT: MARKETING AS A MEDIATING VARIABLE
description	The development of the Jakabaring Sport City Area is inseparable from the appointment of Palembang as the host of various large-scale sporting events, starting at the national level, at the Asian level, even at the world level. With its image as a sports city, Jakabaring Sport City in Palembang is made a sports tourism destination by the central government, through the Ministry of Tourism. But in reality, this area has not been maximally utilized as a sports tourism destination. From several phenomena and literature, researchers find the importance of the influence of Brand Equity and Brand Resonance on tourists' decisions to visit the 2018 Asian Games Legacy Jakabaring Sport City as a sports tourism destination. This research is a quantitative study with a sampling technique in the form of purposive sampling. In this study data analysis was performed using Structural Equation Modeling (SEM) analysis which was operated through the Analysis of Moment Structure (AMOS) program. Data obtained through questionnaires will then be analyzed to obtain answers to the hypotheses in this study. The results of this study include (1) Brand Equity positively influencing the decision of tourists to visit the 2018 Asian Games Legacy Jakabaring Sport City (JSC) as a Sport Tourism Destination. Then, (2) Brand Resonance has a positive effect on the decision of tourists to visit the 2018 Asian Games Legacy Jakabaring Sport City (JSC) as a Sport Tourism Destination. Furthermore, (3) Brand Equity and Brand Resonance have a positive effect on the decision of tourists to visit the 2018 Asian Games Legacy of Jakabaring Sport City (JSC) as a Sport Tourism Destination through marketing events as a mediating variable but have not been able to become a factor that can increase respondents' visiting decisions.
format	article
author	Esxi Martia GUSMA Agustina HANAFI Zakaria Wahab Esxi Martia GUSMA Yuliani YULIANI
author_facet	Esxi Martia GUSMA Agustina HANAFI Zakaria Wahab Esxi Martia GUSMA Yuliani YULIANI
author_sort	Esxi Martia GUSMA
title	THE EFFECT OF BRAND EQUITY AND BRAND RESONANCE ON TOURIST DECISIONS VISITING THE 2018 ASIAN GAMES LEGACY OF JAKABARING SPORT CITY AS A SPORT TOURISM DESTINATION WITH EVENT: MARKETING AS A MEDIATING VARIABLE
title_short	THE EFFECT OF BRAND EQUITY AND BRAND RESONANCE ON TOURIST DECISIONS VISITING THE 2018 ASIAN GAMES LEGACY OF JAKABARING SPORT CITY AS A SPORT TOURISM DESTINATION WITH EVENT: MARKETING AS A MEDIATING VARIABLE
title_full	THE EFFECT OF BRAND EQUITY AND BRAND RESONANCE ON TOURIST DECISIONS VISITING THE 2018 ASIAN GAMES LEGACY OF JAKABARING SPORT CITY AS A SPORT TOURISM DESTINATION WITH EVENT: MARKETING AS A MEDIATING VARIABLE
title_fullStr	THE EFFECT OF BRAND EQUITY AND BRAND RESONANCE ON TOURIST DECISIONS VISITING THE 2018 ASIAN GAMES LEGACY OF JAKABARING SPORT CITY AS A SPORT TOURISM DESTINATION WITH EVENT: MARKETING AS A MEDIATING VARIABLE
title_full_unstemmed	THE EFFECT OF BRAND EQUITY AND BRAND RESONANCE ON TOURIST DECISIONS VISITING THE 2018 ASIAN GAMES LEGACY OF JAKABARING SPORT CITY AS A SPORT TOURISM DESTINATION WITH EVENT: MARKETING AS A MEDIATING VARIABLE
title_sort	effect of brand equity and brand resonance on tourist decisions visiting the 2018 asian games legacy of jakabaring sport city as a sport tourism destination with event: marketing as a mediating variable
publisher	Fırat University
publishDate	2021
url	https://doaj.org/article/a55362131a3c4965bf141f88ce69ed5b
work_keys_str_mv	AT esximartiagusma theeffectofbrandequityandbrandresonanceontouristdecisionsvisitingthe2018asiangameslegacyofjakabaringsportcityasasporttourismdestinationwitheventmarketingasamediatingvariable AT agustinahanafi theeffectofbrandequityandbrandresonanceontouristdecisionsvisitingthe2018asiangameslegacyofjakabaringsportcityasasporttourismdestinationwitheventmarketingasamediatingvariable AT zakariawahab theeffectofbrandequityandbrandresonanceontouristdecisionsvisitingthe2018asiangameslegacyofjakabaringsportcityasasporttourismdestinationwitheventmarketingasamediatingvariable AT esximartiagusma theeffectofbrandequityandbrandresonanceontouristdecisionsvisitingthe2018asiangameslegacyofjakabaringsportcityasasporttourismdestinationwitheventmarketingasamediatingvariable AT yulianiyuliani theeffectofbrandequityandbrandresonanceontouristdecisionsvisitingthe2018asiangameslegacyofjakabaringsportcityasasporttourismdestinationwitheventmarketingasamediatingvariable AT esximartiagusma effectofbrandequityandbrandresonanceontouristdecisionsvisitingthe2018asiangameslegacyofjakabaringsportcityasasporttourismdestinationwitheventmarketingasamediatingvariable AT agustinahanafi effectofbrandequityandbrandresonanceontouristdecisionsvisitingthe2018asiangameslegacyofjakabaringsportcityasasporttourismdestinationwitheventmarketingasamediatingvariable AT zakariawahab effectofbrandequityandbrandresonanceontouristdecisionsvisitingthe2018asiangameslegacyofjakabaringsportcityasasporttourismdestinationwitheventmarketingasamediatingvariable AT esximartiagusma effectofbrandequityandbrandresonanceontouristdecisionsvisitingthe2018asiangameslegacyofjakabaringsportcityasasporttourismdestinationwitheventmarketingasamediatingvariable AT yulianiyuliani effectofbrandequityandbrandresonanceontouristdecisionsvisitingthe2018asiangameslegacyofjakabaringsportcityasasporttourismdestinationwitheventmarketingasamediatingvariable
_version_	1718415753288351744

THE EFFECT OF BRAND EQUITY AND BRAND RESONANCE ON TOURIST DECISIONS VISITING THE 2018 ASIAN GAMES LEGACY OF JAKABARING SPORT CITY AS A SPORT TOURISM DESTINATION WITH EVENT: MARKETING AS A MEDIATING VARIABLE

Ejemplares similares