The effect of brand heritage in tourists’ intention to revisit
Date
2021
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Emerald Publishing Limited
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.
Description
Research Article
Keywords
International tourists, Heritage brand equity dimensions, Safety and security