The Effect of Brand Equity and Brand Resonance on Tourist Decisions Visiting the 2018 Asian Games Legacy of Jakabaring Sport City as a Sport Tourism Destination
Abstract
The development of the Jakabaring Sport City Area is inseparable from the appointment of Palembang as the host of various large-scale sporting events, starting at the national level, at the Asian level, even at the world level. With its image as a sports city, Jakabaring Sport City in Palembang is made a sports tourism destination by the central government, through the Ministry of Tourism. But in reality, this area has not been maximally utilized as a sport tourism destination. From several phenomena and literature, researchers find the importance of the influence of Brand Equity and Brand Resonance on tourists' decisions to visit the 2018 Asian Games Legacy Jakabaring Sport City as a sport tourism destination. This research is a quantitative study with a sampling technique in the form of purposive sampling. In this study data analysis was performed using Structural Equation Modeling (SEM) analysis which was operated through the Analysis of Moment Structure (AMOS) program. Data obtained through questionnaires, will then be analyzed to obtain answers to the hypotheses in this study. The results of this study include (1) Brand Equity positively influencing the decision of tourists to visit the 2018 Asian Games Legacy Jakabaring Sport City (JSC) as a Sport Tourism Destination. Then, (2) Brand Resonance has a positive effect on the decision of tourists to visit the 2018 Asian Games Legacy Jakabaring Sport City (JSC) as a Sport Tourism Destination. Furthermore, (3) Brand Equity and Brand Resonance have a positive effect on the decision of tourists to visit the 2018 Asian Games Legacy of Jakabaring Sport City (JSC) as a Sport Tourism Destination through marketing events as a mediating variable, but have not been able to become a factor that can increase respondents' visiting decisions.
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DOI: http://dx.doi.org/10.18415/ijmmu.v7i5.1699
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