FACTORS INFLUENCING BRAND IMAGE, RETENTION AND TRAVEL MOTIVATION OF MATI CITY AS INDIGENOUS PEOPLE’S DESTINATION
Abstract
This study investigated the level of factors affecting brand image, retention, and travel motivation on the recognized indigenous people’s destination, the significant difference in terms of profile, and the significant effect of brand image on tourist retention and travel motivation. The data were obtained from 400 respondents. The results determined a very high level of perceived quality, brand awareness, brand loyalty, and brand satisfaction factors that affect brand image. The service quality, physical surroundings, customer satisfaction, and loyalty show very high factors that affect tourist retention. The travel motivation is highly associated with the indicators of cultural experience, social contact, adventure, relaxation, and novelty seeking. There’s a significant difference between brand image, tourists' retention, and travel motivation in terms of age, location and economic status, while no significant difference in terms of gender. Moreover, brand image significantly impacts both tourist retention and travel motivation. This study has concluded that brand image significantly affects tourist retention and travel motivation. A well-established brand image raises familiarity with the destination, increases trust and loyalty, and boosts the likelihood of tourists returning for more.
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DOI: http://dx.doi.org/10.46827/ejmms.v10i1.1988
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