Navigating the digital landscape: evaluating the impacts of digital IMC on building and maintaining destination brand equity
In the evolving realm of digital marketing, digital integrated marketing communication (IMC) has emerged as a critical factor in building and maintaining brand equity for sustainable tourism destinations. This research examines the impact of digital IMC consistency and interactivity on establishing...
| Main Authors: | , , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Multidisciplinary Digital Publishing Institute
2024
|
| Online Access: | http://psasir.upm.edu.my/id/eprint/114920/ http://psasir.upm.edu.my/id/eprint/114920/1/114920.pdf |
| _version_ | 1848866634648780800 |
|---|---|
| author | Qi, Meng Abdullah, Zulhamri Abdul Rahman, Saiful Nujaimi |
| author_facet | Qi, Meng Abdullah, Zulhamri Abdul Rahman, Saiful Nujaimi |
| author_sort | Qi, Meng |
| building | UPM Institutional Repository |
| collection | Online Access |
| description | In the evolving realm of digital marketing, digital integrated marketing communication (IMC) has emerged as a critical factor in building and maintaining brand equity for sustainable tourism destinations. This research examines the impact of digital IMC consistency and interactivity on establishing destination brand equity, while exploring the interconnections among its various dimensions. Grounded in both empirical and theoretical frameworks, this study collected data via an online questionnaire administered to 435 users of online travel agencies, which was analyzed through Structural Equation Modelling (SEM). The results demonstrate that customer-perceived digital IMC (consistency and interactivity) exerts a significant positive influence on destination brand equity, uncovering the intricate dynamics among destination awareness, image, perceived quality, and loyalty. Notably, destination loyalty is influenced by destination awareness through destination image and perceived destination quality, with destination image having a more significant impact than perceived destination quality. This research is significant in constructing knowledge of IMC in the digital tourism marketing paradigm, shedding light on how the consistency and interactivity of online communication affect various consumer brand equity outcomes. Additionally, it provides valuable insights into digital tourism practices and sustainable development, enriching the discourse regarding how digital IMC enhances destination brand equity. |
| first_indexed | 2025-11-15T14:23:43Z |
| format | Article |
| id | upm-114920 |
| institution | Universiti Putra Malaysia |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-15T14:23:43Z |
| publishDate | 2024 |
| publisher | Multidisciplinary Digital Publishing Institute |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | upm-1149202025-02-10T04:35:06Z http://psasir.upm.edu.my/id/eprint/114920/ Navigating the digital landscape: evaluating the impacts of digital IMC on building and maintaining destination brand equity Qi, Meng Abdullah, Zulhamri Abdul Rahman, Saiful Nujaimi In the evolving realm of digital marketing, digital integrated marketing communication (IMC) has emerged as a critical factor in building and maintaining brand equity for sustainable tourism destinations. This research examines the impact of digital IMC consistency and interactivity on establishing destination brand equity, while exploring the interconnections among its various dimensions. Grounded in both empirical and theoretical frameworks, this study collected data via an online questionnaire administered to 435 users of online travel agencies, which was analyzed through Structural Equation Modelling (SEM). The results demonstrate that customer-perceived digital IMC (consistency and interactivity) exerts a significant positive influence on destination brand equity, uncovering the intricate dynamics among destination awareness, image, perceived quality, and loyalty. Notably, destination loyalty is influenced by destination awareness through destination image and perceived destination quality, with destination image having a more significant impact than perceived destination quality. This research is significant in constructing knowledge of IMC in the digital tourism marketing paradigm, shedding light on how the consistency and interactivity of online communication affect various consumer brand equity outcomes. Additionally, it provides valuable insights into digital tourism practices and sustainable development, enriching the discourse regarding how digital IMC enhances destination brand equity. Multidisciplinary Digital Publishing Institute 2024-10-15 Article PeerReviewed text en cc_by_4 http://psasir.upm.edu.my/id/eprint/114920/1/114920.pdf Qi, Meng and Abdullah, Zulhamri and Abdul Rahman, Saiful Nujaimi (2024) Navigating the digital landscape: evaluating the impacts of digital IMC on building and maintaining destination brand equity. Sustainability, 16 (20). art. no. 8914. ISSN 2071-1050; eISSN: 2071-1050 https://www.mdpi.com/2071-1050/16/20/8914 10.3390/su16208914 |
| spellingShingle | Qi, Meng Abdullah, Zulhamri Abdul Rahman, Saiful Nujaimi Navigating the digital landscape: evaluating the impacts of digital IMC on building and maintaining destination brand equity |
| title | Navigating the digital landscape: evaluating the impacts of digital IMC on building and maintaining destination brand equity |
| title_full | Navigating the digital landscape: evaluating the impacts of digital IMC on building and maintaining destination brand equity |
| title_fullStr | Navigating the digital landscape: evaluating the impacts of digital IMC on building and maintaining destination brand equity |
| title_full_unstemmed | Navigating the digital landscape: evaluating the impacts of digital IMC on building and maintaining destination brand equity |
| title_short | Navigating the digital landscape: evaluating the impacts of digital IMC on building and maintaining destination brand equity |
| title_sort | navigating the digital landscape: evaluating the impacts of digital imc on building and maintaining destination brand equity |
| url | http://psasir.upm.edu.my/id/eprint/114920/ http://psasir.upm.edu.my/id/eprint/114920/ http://psasir.upm.edu.my/id/eprint/114920/ http://psasir.upm.edu.my/id/eprint/114920/1/114920.pdf |