Brand equity of Mashhad tourism destination7thsastech.khi.ac.ir/data1/Architecture and Urban studies... · 2013-03-07 · brand awareness. If these four dimensions are enhanced, we

7thSASTech 2013, Iran, Bandar-Abbas. 7-8 March, 2013. Organized by Khavaran Institute of Higher Education

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Brand equity of Mashhad tourism destination

Tara. Jamali Shahni1,Sanaz Saeedi-mofrad 2,Hafez Mahdnejad 3

1Master of urban design, Dept. of Art and Architecture , science and research branch, Islamic

Azad University ,Tehran, Iran ([email protected])

2 PhD candidate, Department of urban planning and design, Science and Research

Branch, Islamic Azad University, Tehran, Iran.

3 Ph.D. Student of Geography & Urban Planning of Tehran University .Iran

Paper Reference Number: 07-08-0804

Name of the Presenter: Tara Jamali shahni

Abstract

Nowadays, tourism industry is an excellent opportunity for governments to increase their

earnings. Accordingly, there has to be a competition between cities to attract more tourists.

City branding creates a branding destination for tourists that can be defined as a way to

develop a unique identity through establishing different destinations from that of its

competitors. Developing countries, such as Iran, with its ancient and valuable buildings, rich

culture, pilgrimage destinations, natural attractions and etc. are considered as potential tourist

destinations, which can offer a valuable products along with the global competitions if there is

proper conservation and utilization with careful temporal and locational conditions.

It is necessary to define a unique brand destination so as to attract tourists. An equity brand

consists of four factors as follows; brand loyalty, brand association, perceived quality and

brand awareness. If these four dimensions are enhanced, we will obtain the brand equity of

Mashhad destination. This paper uses analytical-descriptive method. The process of

information gathering is based on the literature review survey and using questionnaires. Its

analysis is done using AHP model. The study aims to analyze the dimensions of brand equity

in Mashhad and then to evaluate the significance of brand equity in tourism products of the

city. Finally, the study identifies the most influential factors of brand equity in Mashhad

tourism industry and defines the weaknesses and strengthens of brand destination of the city.

As the results illustrate, the most important factor of brand equity in Mashhad is the brand

loyalty which leads to tourist attraction with the weight of 0.320 but other factors are less

effective. Religious products with the weight of 0.571, recreational product with the weight of

0.321 and cultural & historical products with the weight of 0.107 are respectively the

maximum and minimum of tourist attracting products in Mashhad.

Key words: Tourism, Brand, AHP, Mashhad

1 (Corresponding Author),[email protected],tel:09383390729


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1. Introduction

In recent years cities are in search for new ways to promote themselves. Due to fast changes

in technology and the shift from local to a globalized environment, cities are forced to

compete with each other in order to be an attractive tourist destination, workplace, cultural

rich place and much more (Kotler, 2002). Kavaratzis argues that the rising competition among

cities might be seen as one of the effects of the globalization, which is visible in various forms

and activity fields (Kavaratzis, 2005, p. 1). Tourism is one of the most forces are shaping the

world today, it is considered as the fourth section of human activities, after farmers, industry

and services. According to predicts, it will be as the most profitable industry in the

world,2020( Najafi Kani,A .1387) thus It is widely acknowledged that tourism destinations

must be included in the consumers’ evoked set, from which an ultimate decision is made (Cai,

Feng, & Breiter, 2004; Dana & McClearly, 1995; Leisen, 2001; Tasci & Kozak, 2006).

Generally, tourism destinations emphasize points of parity associations such as high quality

accommodations, good restaurants, and/or well-designed public spaces (Baker, 2007, p. 101)

)that it will effect on overall image of tourist.. A strong and identifiable image would have a

positive impact on the satisfaction of the visitors (Jencks, 2005, p.185), The image of a

destination brand can be described as “perceptions about the place as reflected by the

associations held in tourist memory” (Cai, 2002, p. 723). This perceiving have a closely

related to the dimentions of brand equityof tourism destination. Similar to the general

knowledge on brands, destination brands exert two important functions: identification and

differentiation. In the branding literature, the meaning of “identification” involves the

explication of the source of the product to consumers. While a product in general terms

represents a physical offering, which can be easily modified,a place as a product is a large

entity which contains various material and non-material elements to represent it (Florek,

2005). Meanwhile, urban areas are often considered as an important tourism destinations

because they have a lot of differentiation and identification attractions. Accordingly, the

purpose of this research is examining the effective aspects of brand value in Mashhad due to

the tourism products. Due to the the global travel and tourism association report, tourism has

allocated 10.3 % of GDP, created 2343 million jobs and 8.7 % of total employment, and only

6% of total world trade in 2006. On the other hand, international tourism are growing(

Hossein zadeh Dalir,K.1382)So that the number of 439 million people in 1990 got to 806

million in 2005(WTO) and 898 million in 2007.According to predicts, this figure will reach1.6

billion in 2020(WTO).The number of international tourists annually has increased by 8 %, a

figure much higher than the annual growth of the world economy about 3 %( Liua, A.2006) .

Mashhad is the second religious metropolis in the world that has to compete with other global

destinations so that its industry grows up and acquires the economic advantages with

improvement in international relations. This requires a unique image of the city be shown

against the competitors in the world .In order to achieve this aim, the study attempts to

evaluate the relation between the attraction of the tourists and the main factors affecting brand

equity , and after determining the Importance coefficient and the relevance between them

attempts to specify its most significant factors according to the tourist products of Mashhad

2. Theoretical basics research:

2.1 Tourism destination:


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Reviewing the tourism literature shows that choosing the destinations has always been one of

the most important factors in tourism management (Papatheodorou,A.2000). With the

increase in demand and the growth of the tourism industry, studies about the process of

selecting the target has also augmented (Jiang, J.2000) .Each destination offers various

products and services for tourists and visitors and each tourist is provided with the

opportunity to choose among a series of tourism destinations ;therefore, they are given the

chance to gain unique experiences. (Mohsin, A.2005) . In this paper, a tourism destination is a

city that offers different products in order to satisfy the tourists’ preferences. Accordingly, the

awareness of a collection factors is necessary to create a link between tourism product and

tourists (Jeffrey Y,D & Xie.1995) through which the marketers can aim the potential

customers and provide the possibility of developing the market by creating diversity in

products.

2.2 city branding

Arguably, city branding is a subfield of place branding, whether the purpose of city branding

is to create a destination brand for tourists or a strong brand for residents, reaffirming their

decision to stay in the city, or to attract business investment and internal migration.

Destination branding can be defined as a way to communicate a destination’s unique identity

by differentiating a destination from its competitors (Morrison & Anderson, 2002). Similar to

the general knowledge on brands, destination brands exert two important functions:

identification and differentiation. In the branding literature, the meaning of “identification”

involves the explication of the source of the product to consumers. While a product in general

terms represents a physical offering, which can be easily modified, a place as a product is a

large entity which contains various material and non-material elements to represent it (Florek,

2005). For example, a place includes tangible attributes such as historical sites or beaches as

well as intangible characteristics such as culture, customs, and history. The place branding

literature demonstrates a shift from tourism to business and marketing (Hanna & Rowley,

2008), and that place branding is socially and culturally embedded and may support differing

brand interpretations (Pryor & Grossbart, 2007). Furthermore, place branding, which uses

security and resilience, is an aspect of city regeneration (Coaffee & Rogers, 2008).

2.3brand equity

it’s the result of consumers, response to their knowledge of specific brand.

(blatch,2002:23)brand equity is the value of a brand related to the brand ability to attract

future customers, reliability( Solomon & stuart,1997:348) it generates value to the customer

that can emerge as enhanced brand loyalty (Aaker,1996:173)brand equity is formally defined

as a set of brand assets and liabilities linked to a brand , it’s the name and symbol , which add

to or subtract from the value provided by product or service to an organization and/or to that

organization s costomers( Sheth,mittal & newman,1999:708) the major asset categories of

brand equity are brand loyalty , brand awareness, perceived quality and brand associations(

Aaker ,1996:8) .

1 Brand awareness : Brand awareness refers to strength of brand’s presence in the

consumer’s mind( Aaker, 1996:10) it’s a measure of the percentage of the target market that is

aware of a brand name(Bovee et al, 1995:248) . Brand awareness is measured according to the

different ways in which consumers remember a brand , which may include brand

recognition(relates to consumers’ ability to confirm prior exposure to that brand when given

the brand as a cue) , brand recall(it requires consumers to correctly generate the brand from

memory when given a relevant cue) , top of the mind brand (the brand name that first comes


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to mind )(Riezebos,2003:72)and dominant brand( in recall task , most cotomers can only

provide the name of single brand(Aaker,1996:10-16)

2 Perceived quality: Perceived quality is a brand association that is elevated to the statuse of a

brand asset for various reasons,such as the following(Aaker,1996:17-19): 1-Perceived quality

drives financial performance. 2-Perceived quality Is often a major strategic thrust of products

3-Perceived quality Is linked to and drives other aspect of how a brand is perceived

3 Brand loyalty : Brand loyalty is both a physical and a perceptual entity(palumbo &

herbig,2000:5).it’s the form of repeat purchasing behavior based on conscious decision to

continue buying a product with a particular brand or trade mark(Solomon & stuart,1997:348)

:1-Since existing customers are usually relatively easy to hold, it reduces marketing coast of

doing business. 2-The loyalty of existing customers represents a substantial entry barrier to

competitors 3-A relatively large satisfied customer base provides an image of a brand as an

accepted , successful, enduring product that will include service backup and product

improvement . Brand loyalty provides the time to respond to competitive moves.

4 Brand associations : Brand associations is a powerful brand dose not only enjoy a high level

of consumer brand loyalty and awareness(Kotler & Armstrong ,2001:302)but also has

positive association in consumer mind(Bovee et al.,1995:248)a brand association is anything

that is directly or indirectly linked in the consumer’s memory to a brand(Aaker,1996:175)

In the tourism literature, it is widely acknowledged that overall image of a destination is

influenced by cognitive and affective evaluations (Baloglu, 1996; Baloglu & Mangaloglu,

2001; Baloglu & McCleary, 1999; Hosany et al., 2007; Mackay & Fesenmaier, 2000; Stern &

Krakover, 1993; Uysal et al., 2000). Cognitive evaluation refers to beliefs and knowledge

about an object whereas affective evaluation refers to feelings about the object (Baloglu &

Brinberg, 1997; Gartner, 1993; Walmsley & Jenkins, 1993; Ward & Russel, 1981(

3. Mashhad surviving Mashhad destination has been studied so as to find out important products coordinating

preferences of tourist. Mashhad is the capital of Khorasan province and it is located in the

northeastern part of Iran, This city is the largest, most important and populous city in the east

of Iran. A city with such features cannot be found even very large radius outside of the

boarders of North and East, The city is located within the part of the Kashf Roud catchments

which expands from the North East to Hezar Masjed mountains and from South and West to

the Binalud mountains. The city geographical coordinates is 59 degrees 38 minutes east

longitude and 36 degrees 16 minutes north latitude.The height of this area is least 750meters

and maximum 1800 meters above sea level, which means that Mashhad is 990meters high on

destinations products Holly

shrine of Imam

Reza(AS)

Shrine tomb of

Khaj Rabi

Shrine of Imam Yahya

Shrine of Yasir and

Nasir

Khaj Murad

Khaj Abasalt

Religious

Malek Abad

garden

Shah's Mosque

Shah's Bath Green Dome

Nader Shah's tomb

Ferdowsi's tomb

Cultural - Historical

Expo Internatio

nal

Sepad series

Golestan dam

Torghabe & Shandiz

Complex Blue

Bazaar Reza

Recreational

Table1. Mashhad products and destination


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average above sea level. Its population was 2427316 people in1385 with a growth rate of 2.5

%. The number of tourists during the mentioned years has increased from 6277203 people

in1355 to 33502686 people in 1385, consisting of 329808213 domestic tourists and 694473

foreign tourists with the growth rate of5.74 percent. (Cultural heritage Handicrafts and

Tourism Organization of Khorasan Razavi Province, 1385). By and large, Mashhad products

and destinations consist of the following as shown in ( Table 1)

Comparing the number of the tourists entering

the city indicates a rise in the trend of domestic

and foreign tourists in recent years .As you can

see in (Figure 1), in April, August and

September the highest number of tourists is

observed . Based on the findings of the

Tourism Master Plan for the city of Mashhad

(Zaveh Civil Consulting Engineers, 1384), the

contribution of each attractive places in

appealing to the tourst as follows: Khawaja

Rabi (7%), KhawajaMurad (5 %), Ferdowsi

tomb (9 %), National parks (12 %), Kohsangy

(14%), and Vakil Abad (7 %), Torghabe (7 %),

Zoo (6 %), Happy Park (9 %), Garden

nadery(4%), Museum of Astan Quds (3%),

KhawajaAbasalt (3 %), Shandiz (5 %) and

other (10 %). As it is shown, among other

places Koohsangi Park has allocated The maximum percentage to attract tourists, but the park

has gradually lost their catchy population until 1391. Figure No. 2 and 3 illustrate the

location of the tourism destination and spatial distribution of tourism destinations in

Mashhad.

Fig 1:Number of tourists in 2006

(Cultural heritage Handicrafts and

Tourism Organization of Khorasan

Razavi Province, 2006)

6831

Fig 2: Location of the main tourism destinations in the city of Mashhad


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4. Research Methodology

In This paper analysis is done using AHP model based and information gathering is based

on the literature review survey and using questionnaires.

In this method, the aim is to find out the most effective factor in evaluating the brand equity

of Mashhad tourism destination ( from the perspective of tourists and experts) which is

obtained through finding total score of brand equity dimensions. In this approach tourism

destination is a sub criterion and the product is the criterion. First, 200 questionnaires were

filled by tourists in the period between Esfand, 1390 to 15th of Farvardin ,1391 (Persian date),

when is known to have the highest number of travelers. (the questionnaires covered a wide

range of tourism products that support all tourist preferences in the form of tourism

destination ). Using this method, important products and destinations are defined and then a

binary comparison was done based on the importance criteria and sub criteria quantity. The

importance quantity is specified by considering the statistics derived from emic and ethic

studies as well as the ( Table 3) which are applied in a binary matrix. The most important

tourism products and then the most important destination in each products of Mashhad, that

is the product and the destination with higher weight or importance coefficient, were

specified. Afterwards, the preferred coefficient dimensions or options ( including perceived

quality, brand loyalty, brand association, brand awareness) are obtained in each destination.

This was done by allocating a maximum 4 Konecnik with regard to each tourist destination in

order to evaluate the brand equity of each destination used in 2007 and shown in (Table 2)

and also by using (Table 4) for determining the preferred quantity of each options. At last, the

final score of options, by combining the importance and preferred coefficient, is achieved

All compatibility coefficients have been done by 0.9 Expert Choice software and the

compatibility comparison has been investigated. Considering that all estimates are less than

0.1, the compatibility comparison rhythms (C.R) are acceptable

Fig 3:Spatial distribution of tourism destinations

(Digital base map of surveying and mapping organization ,Khorasan Razavi province )


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in this study, the geometric mean method, has been used because of its precision. In order to

calculate the importance coefficient criteria, firstly, we are to acquire the average geometric

rows of the matrix and then normalize them by dividing each number by the total number. As

well as this, the importance coefficient option relating to sub-criteria is determined through

normalizing the average geometric rows of the binary comparison matrices.

Variable Description Explanation number Brand awareness discrimination of the target relative to other destinations 1

the power to illustrate some of the features 2 Power to recall 3

Image brand Appropriate shopping facilities 4 Appropriate commercial position 5 Quietness and calmness of the place 6

Perceived quality Clean air 7 Quality lodgings 8 Infrastructure in the best quality 9 Security 10

Brand loyalty

Being advantageous compared to similar destinations 11 Plans for future visits 12 Recommendation to others 13 Preferred tourism destination 14

Score Definition Description 1 Equal importance The two criteria have equal importance in achieving the

aim 3 Slightly more

important Experience shows in order for the aim to be realized ,the importance of i is more than j.

5 More important

As shown by experience, the importance of i is much more

than j 7 Much more

Important As shown by experience, the importance of i is very much

more than j 9 Absolute importance The prior importance of i over j has been proven

2,4,6,8 When there is a middle mode.

score definition

1 Equally preferred

3 Moderately preferred

5 Strongly preferred

7 Very strongly preferred

9 Extremely preferred

2,4,6,8 When there is middle preferred

Table 2. The introduction of measures used in the questionnaire (2007 ،Konecnik)

Table 3. Comparing 9 Satty quantitative matrix for binary comparison of the criteria (Satty

T.L,1980)

Table 4. Comparing 9 Satty quantitative matrix for

binary comparison of the options (Satty T.L,1980)


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5. Results and Analysis

Most preferred tourism products and destinations were determined, according to the

questionnaires, including the recreational product (Abi Complex, Bazaar Reza and Sepad

series) and religious places (Holy Shrine of Imam Reza ,Shrine of Imam Yasir and Nasir and

Shrine of Imam Yahya), and cultural and historical product s (Ferdowsi's tomb , Nader Shah's

tomb and Shah's mosque). The products Importance Coefficient or the criteria, respectively,

including religious products with the weight of 0.571, recreational products, 0.321, and

cultural products ,0.107 are shown in( Table 5). As it is illustrated, religious products with the

weight of 0.571 are the highest ones. Sub criteria or destination Importance Coefficients are

achieved, respectively, as follows. Among religious places, Holy shrine of Imam Reza with

the weight of 0.785, and among the recreational products Bazaar Reza with the weight of

0.569 and among the cultural products , Nadery tomb with the weight of 0.455 are the highest.

The aspect of brand loyalty in the Holy Shrine of Imam Reza ,Shah masque and Blue complex

was the highest. In the Nadery and Ferdowsi's tombs, Shrine of Imam Yasir and Nasir and

Shrine of Imam Yahya the brand awareness aspect of brand equity is the highest. In the Sepad

series and Bazaar Reza the brand associations aspect of brand equity have the highest

Importance Coefficient and finally the highest and the lowest score of options belong to brand

loyalty and Perceived quality, respectively, as shown in( Table 5) .

Fig 4:Steps of the

study


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6. Discussion and conclusions

Generally, Mashhad is the second religious metropolis in the world that has enjoyed a large

number of tourist most of whom are pilgrims, there are few tourists who get out of Mashhad

without visiting pilgrimage places.

The obtained results have also acknowledged this issue and indicate that religious products of

Mashhad is endowed with the highest value of importance coefficient i.e. 0.571 which is the

highest one. And after that recreational products with the weight of 0.321 , and then cultural

and historical products with the weight of 0.107, which is the least amount of importance

coefficient. It stresses the primacy of religious products over others. Due to the fact that the

image and identity of the city are mostly associated with the religious aspects ,still it can

acquire a unique identity and different tourism destination in comparison to the similar

destination. And also recreational and cultural products can act as a backup products for

supporting the basic products and enhance their overall brand with reinforcement of cognitive

and affective evaluations. There should be proper ways to achieve it

Brand loyalty and awareness of Mashhad tourism destination with the weight of 0.320 and

0.300 ,respectively, show the considerable percentage of responsiveness of the asked factors

in these aspects . On the contrary, for example the score of number 8-9-11 in brand

Perceived quality and 6-4 in brand association are deleted because of not reaching the

sufficient score .As a result , according to the fact that brand loyalty is the most effective

factor in attracting and re-attracting the tourists, it can be said to be the important factor in

brand equity of Mashhad, that is to say Mashhad is privileged when compared to similar

destinations in terms of plans , the future visits of the tourists ,its being recommended as a

tourist destination and preferred tourism destination, that can enhance its distinctive power

comparing to other destinations ,the illustrating power of its features and also the intensity by

which it is recall. However, it has been weak in two other dimensions of brand equity , such

options Brand loyalty Brand awareness

Image brand Perceived quality

Cult

ura

l

Shah's Mosque (4.0.0()4.0..)

0.1

07

(4.8.6()4.0..)

0.1

07

(4.688( )4.0..)

0.1

07

(4.4.6( )4.0..) 0

.10

7 4.4.. 4.46. 4.44.0 4.4400

Nader Shah's tomb (4...0()4...) (4..6.()4...4) (4.643( )4...4) (4.408( )4...4)

4.440 4.468 4.44. 4.446. Ferdowsi's tomb (4..06()4...8) (4.038()4...8) (4.6..( )4...8) (4.433( )4...8)

4.4430 4.46. 4.4403 4.44.0

Rel

igio

us

Holly Shrine of Imam Reza

(4.083()4.03.)

0.5

71

(4.838()4.03.)

0.5

71

(4.668( )4.03.) 0

.57

1

(4.4.0( )4.03.)

0.5

71

4.6.. 4.606 4.4.4 4.4.3

Shrine of Imam Yasir and Nasir

(4..06()4.6..) (4.038()4.6..) (4.6..( )4.6..) (4.433( )4.6..)

4.46. 4.48. 4.4660 4.44.0

Shrine of Imam Yahya

(4...0()4.43.) (4..6.()4.43.) (4.643( )4.43.) (4.408( )4.43.)

4.4600 4.4..6 4.44.. 4.448.

Rec

reat

ional

Complex Blue (4..06()4..08)

0.3

21

(4.433()4..08) 0

.32

1

(4.6..( )4..08)

0.3

21

(4.038( )4..08)

0.3

21 4.4.80 4.4400 4.468. 4.40.

Sepad serie (4.660()4.6..) (4.4..()4.6..) (4...4( )4.6..) (4....( )4.6..)

4.44. 4.4488 4.4.3 4.46.0 Bazaar Reza (4.660()4....) (4.4..()4....) (4...4( )4....) (4....( )4....)

4.4.6 4.46. 4.64. 4.40. Total score 0.320224643 0.300166 0.225635 0.151224

Table 5.Options total score


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as various instances mentioned in ethic and emic studies i.e. lack of suitable and inexpensive

accommodation, inappropriate transportation , traffic problem, air and ecological pollution ,

insecurity and insure, lack of facilities and services , lack of tourism information, legal

problems , lack of coordination beyond organization and offices , lack of enough tourism

advertising and new anonymous buildings that have lost their relations with the physical and

semantic context of the city. It is suggested that the authorities and stockholders take

measures so as to enhance the cognitive perception and image of brand in a more extensive

dimension along with other metropolises and the global competitions ,particularly with

religious metropolises

According to the fact that, the highest value of brand equity belongs to brand loyalty, it is

necessary for destination marketing managers try to maintain and generate the loyalty of

consumers in order to improve the value of the overall brand. Various marketing functions

such as marketing communications, sale enhancement, social participation and effective

social relationships have basic role in increasing the loyalty of consumers. This emphasis

must be considered in long-term goals of tourism destination management. Loyalty is not

easily created but when it is, it has a consistent presence. So the result of this study will have

an important application in concentrating on the relationship between the consumers and the

brand so as to create values. It must be mentioned that a variety of factors affect consumers’

loyalty, so researchers and advertisers must identify these factors and coordinate the activities

in the destination with them in order to enhance the loyalty and thus the value of brand equity

consistently.


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Brand equity of Mashhad tourism destination7thsastech.khi.ac.ir/data1/Architecture and Urban studies... · 2013-03-07 · brand awareness. If these four dimensions are enhanced, we