Causal Factors Influencing Perceived Brand Equity of Chiang Rai Province as Tourism Destination
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Abstract
This research aims to (1) study the relationship between electronic word-of-mouth, integrated marketing communication (IMC), and organization factors on perceived brand equity of Chiang Rai Province as a tourism destination, and (2) examine organization factors as a mediator variable which link to integrated marketing communication (IMC) and perceived brand equity. The researchers used quantitative method collecting data from 400 Thai tourists who travel to Chiang Rai province and analyzed by descriptive statistics mean, percentage, SD and inferential statistics Structural Equation Model (SEM) analysis.
The results of a study found that antecedent variables influenced perceived brand equity of Chiang Rai Province as a tourism destination including organization factors (TE = 0.517), followed by integrated marketing communication (TE = 0.494) and electronic word-of-mouth (TE = 0.271). The three latent variables jointly predicting perceived brand equity of Chiang Rai Province as a tourism destination as 68.8 percent. Organization factors are partial mediation effect between integrated marketing communication (IMC) to perceived brand equity (indirect effect = 0.088).
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