Title: Product-place image, destination loyalty and destination brand equity: an empirical study of an Ayurvedic destination

Authors: Deepa Jawahar; M.K. Muhammed Aslam

Addresses: SMS, CUSAT Kalamassery, Kerala, India ' SMS, CUSAT Kalamassery, Kerala, India

Abstract: Among many 'images', product-place image also influences tourist inflow towards a destination. Some products will get an extra boost by the place where it is originated, like Swiss chocolate, German engine, etc. This paper deal with the kind of tourism product that Kerala tourism is offering, that is Ayurvedic tourism. The work is themed perceived denomination of origin image of Kerala Ayurveda, and the relationship of destination loyalty and destination brand equity. Data has been collected from Ayurvedic tourists who visited Kerala for the treatment. The study resulted in a significant positive relation between denomination of origin image and destination brand equity and a significant mediating effect of destination loyalty. The study provides a better understanding of the product-place image to the practitioners. It helps to track where to focus (functional or affective) to uplift the image. The research also adds knowledge to tourism image studies.

Keywords: Ayurvedic tourism; product-place image; place related product image; destination brand equity; cultural brand; heritage tourism; place branding; Ayurvedic destination; AMOS.

DOI: 10.1504/IJICBM.2021.114109

International Journal of Indian Culture and Business Management, 2021 Vol.22 No.3, pp.401 - 416

Received: 19 Oct 2019
Accepted: 01 Feb 2020
Published online: 08 Apr 2021 *

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