Branding Kathmandu: The Impact of Image, Awareness, and Value on Tourists’ Visit Intentions

Abstract

Utilizing the theory of planned behavior and brand equity theory, this study proposed and empirically tested a conceptual model of destination branding that encompasses the constructs of destination brand image, brand awareness, brand equity, and tourists' visiting intention. The analysis was conducted through a quantitative examination of empirical data collected from tourists who have travelled or are potentially traveling to Kathmandu. The study investigated how brand image, brand awareness, and brand equity influence tourists' behavioral intentions to visit Kathmandu. Overall, findings indicate that brand image, brand awareness, and brand equity exert significant positive effects on tourists' visiting intentions. Notably, the results suggest that the value of the destination brand has the most substantial impact among the constructs associated with destination branding. This research contributes to the existing literature on destination branding by providing evidence that the three-dimensional constructs of a destination brand are observable in real-world contexts and can effectively influence tourists' behaviors. In this context, the Model of Destination Branding has been situated within the framework of a developing South Asian destination. The findings offer both theoretical insights and practical implications for tourism planners and marketers aiming to establish or enhance the Kathmandu brand within the highly competitive global tourism industry.