Problem: Using a correlational research design, a positivist research ethic, and a quantitative research approach, the study looks into the relationships between destination branding components and customer acquisition. Data is obtained using a survey study technique, with standardized questionnaires sent to Jiangxi tourists. Research objective: Examine the effects of destination branding on customer acquisition in Jiangxi's tourist industry to assist in developing efficient marketing strategies. This study investigates the complex relationship between destination branding and client acquisition in Jiangxi, China's tourism business. The study investigates how brand identity, positioning, and communication influence the appeal of potential tourists. Methodology: The research advocates for the development of a distinct and authentic brand identity and positioning in Jiangxi's tourism industry to promote economic growth, job creation, and overall success. The study provides valuable insights for destination marketers by emphasizing the role of brand identity and positioning in affecting consumer perceptions, values, and loyalty. The conclusion underlines the value of destination branding as a strategy for increasing customer acquisition and ensuring the long-term viability of Jiangxi's tourism industry. Key findings: The main findings highlight the need for a strong brand identity that highlights Jiangxi's natural beauty, history, and culture in attracting and maintaining tourists. Brand positioning has evolved into an important strategic component that combines visitor expectations with actual experiences, emphasizing environmentally responsible activities and cultural diversity. According to the poll, having a clear brand identity and strategic positioning helps businesses stand out in a competitive market by developing emotional connections, establishing trust, and recruiting new customers.
Li, J. (2021). Impact of tourists’ perceived value on brand loyalty: A case study of Xixi National Wetland Park. Asia Pacific Journal of Tourism Research, 26(3), 262-276. https://www.researchgate.net/profile/Jian-Li-137/publication/349422295_Impact_of_tourists%27_perceived_value_on_brand_loyalty_a_case_study_of_Xixi_National_Wetland_Park/links/6062b5f7a6fdccbfea15d736/Impact-of-tourists-perceived-value-on-brand-loyalty-a-case-study-of-Xixi-National-Wetland-Park.pdf
Xiao, X., Fang, C., Lin, H., & Chen, J. (2022). A framework for quantitative analysis and differentiated marketing of tourism destination image based on visual content of photos. Tourism Management, 93, 104585. https://www.researchgate.net/profile/Xin-Xiao-26/publication/361276777_A_framework_for_quantitative_analysis_and_differentiated_marketing_of_tourism_destination_image_based_on_visual_content_of_photos/links/62b1380289e4f1160c8ea964/A-framework-for-quantitative-analysis-and-differentiated-marketing-of-tourism-destination-image-based-on-visual-content-of-photos.pdf
Xiao, X., Fang, C., Lin, H., & Chen, J. (2022). A framework for quantitative analysis and differentiated marketing of tourism destination image based on visual content of photos. Tourism Management, 93, 104585. https://www.researchgate.net/profile/Xin-Xiao-26/publication/361276777_A_framework_for_quantitative_analysis_and_differentiated_marketing_of_tourism_destination_image_based_on_visual_content_of_photos/links/62b1380289e4f1160c8ea964/A-framework-for-quantitative-analysis-and-differentiated-marketing-of-tourism-destination-image-based-on-visual-content-of-photos.pdf
Arya, V., Paul, J., & Sethi, D. (2022). Like it or not! Brand communication on social networking sites triggers consumer?based brand equity. International Journal of Consumer Studies, 46(4), 1381-1398.
Zhang, J., Zhang, R., Li, Q., Zhang, X., & He, X. (2023). Spatial Sifferentiation and Differentiated Development Paths of Traditional Villages in Yunnan Province. Land, 12(9), 1663. https://www.mdpi.com/2073-445X/12/9/1663
Scheepers, D., & Ellemers, N. (2019). Social identity theory. Social psychology in action: Evidence-based interventions from theory to practice, 129-143.
Rather, R. A., Najar, A. H., & Jaziri, D. (2021). Destination branding in tourism: insights from social identification, attachment and experience theories. In Tourism in India (pp. 53-67). Routledge.
Farooq, M., Cheng, J., Khan, N. U., Saufi, R. A., Kanwal, N., & Bazkiaei, H. A. (2022). Sustainable Waste Management Companies with Innovative Smart Solutions: A Systematic Review and Conceptual Model. Sustainability, 14(20), 13146.
Strandberg, C., Styven, M. E., & Hultman, M. (2020). Places in good graces: The role of emotional connections to a place on word-of-mouth. Journal of Business Research, 119, 444-452.
Skryl, T. V., & Gregoric, M. (2022). Tourism in the Post-Covid age. Post-COVID Economic Revival, Volume II: Sectors, Institutions, and Policy, 239-254.
Wardana, M. A., Masliardi, A., Afifah, N., Sajili, M., & Kusnara, H. P. (2023). Unlocking Purchase Preferences: Harnessing Psychographic Segmentation, Promotion and Location Strategies. Jurnal Informatika Ekonomi Bisnis, 713-719.
Cham, T. H., Cheng, B. L., Low, M. P., & Cheok, J. B. C. (2020). Brand image as the competitive edge for hospitals in medical tourism. European Business Review, 33(1).
Yang, W., Chen, Q., Huang, X., Xie, J., Xie, M., & Shi, J. (2022). Image and text presentation forms in destination marketing: An eye-tracking analysis and a laboratory experiment. Frontiers in Psychology, 13, 1024991.
Cooper, B. P. (2021). Travel, Travel Writing, and British Political Economy:“Instructions for Travellers,” circa 1750–1850. Routledge.
Donnelly, K. J. (2023). Perpetual Realism: Mediating Fantasy and Reality. In The McGurk Universe: The Physiological and the Psychological in Audiovisual Culture (pp. 57-106). Cham: Springer International Publishing.
Quaye, E. S., Taoana, C., Abratt, R., & Anabila, P. (2022). Customer advocacy and brand loyalty: The mediating roles of brand relationship quality and trust. Journal of Brand Management, 29(4), 363-382.
Haralayya, B. (2021). Effect of Branding on Consumer Buying Behaviour at Vijay Bharat Motors Pvt Ltd, Bidar. Iconic Research And Engineering Journals, 4(12), 207-222.
Wiedmann, K. P., Labenz, F., Haase, J., & Hennigs, N. (2018). The power of experiential marketing: exploring the causal relationships among multisensory marketing, brand experience, customer perceived value and brand strength. Journal of Brand Management, 25, 101-118.
Zollo, L., Filieri, R., Rialti, R., & Yoon, S. (2020). Unpacking the relationship between social media marketing and brand equity: The mediating role of consumers’ benefits and experience. Journal of Business research, 117, 256-267.
Chen, R., Zhou, Z., Zhan, G., & Zhou, N. (2020). The impact of destination brand authenticity and destination brand self-congruence on tourist loyalty: The mediating role of destination brand engagement. Journal of Destination Marketing & Management, 15, 100402.
Mohajan, H. K. (2020). Quantitative research: A successful investigation in natural and social sciences. Journal of Economic Development, Environment and People, 9(4), 50-79.
Zhao, Y., Cui, X., & Guo, Y. (2022). Residents’ engagement behavior in destination branding. Sustainability, 14(10), 5852.
Mustofa, M. Y., Nadhifah, N., Djamil, A., & Irsyad, M. F. (2023). A Critical Analysis of Auguste Comte's Positivism for Islamic Digital Research. Islamic Review: Jurnal Riset Dan Kajian Keislaman, 12(1), 1-18.
Mohajan, H. K. (2020). Quantitative research: A successful investigation in natural and social sciences. Journal of Economic Development, Environment and People, 9(4), 50-79.
Graham, K. W., & Wilder, K. M. (2020). Consumer-brand identity and online advertising message elaboration: effect on attitudes, purchase intent and willingness to share. Journal of Research in Interactive Marketing, 14(1), 111-132. https://doi.org/10.1108/JRIM-01-2019-0011
Bilgin, Y. (2020). The influence of social media friendship on brand awareness and purchase intention: evidence from young adult consumers. International Journal of Marketing, Communication and New Media, (8). http://u3isjournal.isvouga.pt/index.php/ijmcnm/article/download/463/237
Coelho, P. S., Rita, P., & Santos, Z. R. (2018). On the relationship between consumer-brand identification, brand community, and brand loyalty. Journal of Retailing and Consumer Services, 43, 101-110. https://translateyar.ir/wp-content/uploads/2018/12/10.1016_j.jretconser.2018.03.011.pdf
Oztan, N. B., & K?yat, G. B. D. (2023). The Impact of Word of Mouth on Brand Utility in the Healthcare Service Sector. In Handbook of Research on Quality and Competitiveness in the Healthcare Services Sector (pp. 379-403). IGI Global. 10.4018/978-1-6684-8103-5.ch023
Mehrunishah, A., Nabihah, R., & Ramesh, K. (2021). The Effectiveness of Social Media by Brand Awareness, Information Platform Gaining Feedback, Customer Acquisition and Retention of Organic Food and Beverages. Annals of the Romanian Society for Cell Biology, 6661-6678. http://annalsofrscb.ro/index.php/journal/article/download/2182/1811
Untari, D. T., & Satria, B. (2019). Measuring website effectiveness in communicating tourism destinations in Jakarta, Indonesia. African Journal of Hospitality, Tourism and Leisure, 8(4), 1-16. https://www.ajhtl.com/uploads/7/1/6/3/7163688/article_9_vol_8_4__2019_indonesia.pdf
Redjeki, F., & Affandi, A. (2021). Utilization of digital marketing for MSME players as value creation for customers during the COVID-19 pandemic. International Journal of Science and Society, 3(1), 40-55. http://ijsoc.goacademica.com/index.php/ijsoc/article/download/264/241
Rahimi, R., Nadda, V. K., & Wang, H. (2018). CRM in tourism: Customer relationship management (CRM). In Digital marketing and consumer engagement: Concepts, methodologies, tools, and applications (pp. 928-955). IGI Global. https://www.researchgate.net/profile/Vipin-Nadda/publication/297767279_CRM_in_tourism_Customer_relationship_management_CRM/links/5bfebed9299bf1a3c15373c3/CRM-in-tourism-Customer-relationship-management-CRM.pdf
Lamrhari, S., El Ghazi, H., Oubrich, M., & El Faker, A. (2022). A social CRM analytic framework for improving customer retention, acquisition, and conversion. Technological Forecasting and Social Change, 174, 121275. https://doi.org/10.1016/j.techfore.2021.121275
Li, J. (2021). Impact of tourists’ perceived value on brand loyalty: A case study of Xixi National Wetland Park. Asia Pacific Journal of Tourism Research, 26(3), 262-276. https://www.researchgate.net/profile/Jian-Li-137/publication/349422295_Impact_of_tourists%27_perceived_value_on_brand_loyalty_a_case_study_of_Xixi_National_Wetland_Park/links/6062b5f7a6fdccbfea15d736/Impact-of-tourists-perceived-value-on-brand-loyalty-a-case-study-of-Xixi-National-Wetland-Park.pdf
Xu, F., Zhan, C., Lu, L., Tan, J., Li, S., & Li, J. (2021). Is the destination brand loyalty mechanism invariable? A comparative study from China. Journal of Destination Marketing & Management, 22, 100658. https://doi.org/10.1016/j.jdmm.2021.100658
Li, X., Gong, J., Gao, B., & Yuan, P. (2021). Impacts of COVID-19 on tourists' destination preferences: Evidence from China. Annals of Tourism Research, 90, 103258. https://www.ncbi.nlm.nih.gov/pmc/articles/PMC8666151/
Lund, N. F., Cohen, S. A., & Scarles, C. (2018). The power of social media storytelling in destination branding. Journal of destination marketing & management, 8, 271-280. https://eprints.bournemouth.ac.uk/29254/3/The_power_of_social_media_storytelling_in_destination_branding.pdf
Shankar, V., Grewal, D., Sunder, S., Fossen, B., Peters, K., & Agarwal, A. (2022). Digital marketing communication in global marketplaces: A review of extant research, future directions, and potential approaches. International Journal of research in Marketing, 39(2), 541-565. https://drive.google.com/file/d/1koo_kqxvWaYm7gwWV6gwfkE4c05hgnBr/view
Hultman, M., Strandberg, C., Oghazi, P., & Mostaghel, R. (2017). The role of destination personality fit in destination branding: Antecedents and outcomes. Psychology & Marketing, 34(12), 1073-1083. https://eprints.whiterose.ac.uk/119646/3/The%20role%20of%20destination%20personality%20fit%20in%20destination%20branding.pdf
Bakar, N. A., & Rosbi, S. (2020). Effect of Coronavirus disease (COVID-19) to tourism industry. International Journal of Advanced Engineering Research and Science, 7(4). http://journal-repository.theshillonga.com/index.php/ijaers/article/view/1858/1742
Khan, R. U., Salamzadeh, Y., Iqbal, Q., & Yang, S. (2022). The impact of customer relationship management and company reputation on customer loyalty: The mediating role of customer satisfaction. Journal of Relationship Marketing, 21(1), 1-26. https://www.researchgate.net/profile/Rizwan-Khan-9/publication/347112774_The_Impact_of_Customer_Relationship_Management_and_Company_Reputation_on_Customer_Loyalty_The_Mediating_Role_of_Customer_Satisfaction/links/60405aeca6fdcc9c780f7af8/The-Impact-of-Customer-Relationship-Management-and-Company-Reputation-on-Customer-Loyalty-The-Mediating-Role-of-Customer-Satisfaction.pdf
Andreoli, D., Mancin, S., Sguanci, M., Ricco, M., Gazineo, D., & Godino, L. (2023). Assessment of healthcare application quality: Development of a standardized methods for healthcare professionals. MethodsX, 11, 102391.
Coleman, P. (2022). Validity and reliability within qualitative research for the caring sciences. International Journal of Caring Sciences, 14(3), 2041-2045.
Liang, Y., Yao, W., Zhu, Z., & Zou, J. (2022). Research on Cultural Innovation of Tourism Products in Old Revolutionary Areas under the Background of Cultural Tourism: Take Jinggangshan Area in Jiangxi Province as an Example. Frontiers in Business, Economics and Management, 5(3), 346-349.
Enria, L., Waterlow, N., Rogers, N. T., Brindle, H., Lal, S., Eggo, R. M., ... & Roberts, C. H. (2021). Trust and transparency in times of crisis: Results from an online survey during the first wave (April 2020) of the COVID-19 epidemic in the UK. PloS one, 16(2), e0239247.
Braun, V., Clarke, V., Boulton, E., Davey, L., & McEvoy, C. (2021). The online survey as a qualitative research tool. International journal of social research methodology, 24(6), 641-654.
Critchley, H. O., Babayev, E., Bulun, S. E., Clark, S., Garcia-Grau, I., Gregersen, P. K., ... & Griffith, L. G. (2020). Menstruation: science and society. American journal of obstetrics and gynecology, 223(5), 624-664.
Kelter, R. (2020). Bayesian alternatives to null hypothesis significance testing in biomedical research: a non-technical introduction to Bayesian inference with JASP. BMC Medical Research Methodology, 20(1), 1-12.
Van de Schoot, R., & Miocevic, M. (2020). Small sample size solutions: A guide for applied researchers and practitioners (p. 284). Taylor & Francis.
Shi, S., & Musa, R. B. (2024). Impact of Destination Branding Aspects Including Brand Identity, Brand Positioning, and Brand Communication on Customer Acquisition in the Tourism Industry: The Context of Jiangxi China. International Journal of Academic Research in Business and Social Sciences, 14(7), 2258–2272.
Copyright: © 2024 The Author(s)
Published by Knowledge Words Publications (www.kwpublications.com)
This article is published under the Creative Commons Attribution (CC BY 4.0) license. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this license may be seen at: http://creativecommons.org/licences/by/4.0/legalcode
