Abstract:
Purpose: By highlighting the four dimensions that constitute brand equity, and
the four factors that influence the selection and decisions of consumers, this
research aimed to assist tourist destination owners and managers in creating a
brand and knowing their target market and their preferences when it comes to
spending their money.
Design/methodology/approach: The descriptive correlational and comparative
methods were employed and a total of 339 BSTM students during the first
semester of SY 2022-2023 were the participants of the study.
Findings: This study revealed that the majority of the guests visiting the tourism
destinations in Cavite were female, young, with a family earning above minimum
wage in a month, and living in the urban areas of Cavite. Perceived quality and
Psychological factors came out to be the most dominant factors the respondents
considered in visiting tourist destinations. There is no significant difference in the
perceived brand equity when grouped according to their demographic profile.
There is no significant difference in the respondents’ buying behavior when
grouped according to their demographic profile. There is a significant relationship
between perceived brand equity and buying behavior.
Practical Implications: This study recommends that a step-by-step approach
should be used, from identifying whom the brand is to emphasizing its points of
uniqueness and user profile.
Research limitations/implications: Customers may therefore positively assess
and develop a link that will lead to an enduring and unbreakable bond (brand
loyalty), which shapes and impacts their purchasing decision.
Originality/value: The analysis of this study concludes that Tourism
Destinations in Cavite with higher levels of brand equity would generate higher
levels of customer visits. Also, consumer buying behavior was associated with
more willingness to visit a destination.
