Personal Cultural Orientation, Destination Brand Equity and Revisit Intention: The Case of Cali, Colombia Dissertation Proposal

Adolfo Rudy Cardona TUI

Abstract This study investigates perceptions by tourists to travel destinations based on personal cultural orientation and its effect on destination brand equity ( i.e., image, value and quality) and tourist behavior. Likewise, it attempts to explore the possible mediating effects of destination brand image, value and quality on brand equity and revisit intention from the tourist perspective. The proposed model is based on social identity theory and brand equity theory literature. Drawing from recent research studies, and aiming to provide a framework to understand tourists decisions and their intention to revisit with respect to the destination brand and based on their cultural orientation. The research will use the city of Cali in Colombia, South America as the site study, and will focus on a sample of United States tourists. It is hoped the results will provide significant theoretical and practical implications, both for destination managers and marketers to help build competitive strategies for destination in order to sustain meaningful relationships between tourists and their destination.

TABLE OF CONTENTS

Personal Cultural Orientation impact on destination branding and revisit intention of tourists traveling to Cali, Colombia Abstract 2 Chapter 1: Introduction Aims Main framework Chapter 2: Literature Review Personal cultural Orientation Dimension of Culture Future Behavioral Intent Destination brand Image Destination brand Value Destination Brand equity Chapter 3: Methodology Research Site: Cali, Colombia Pilot Study Recruiting Respondents & Data Collection References Appendix A Appendix B Appendix C Perceived Destination Image Study Appendix D 25 25 28 32 34 40 41 44 47 49 12 14 18 20 ` 4 5 7 9

Appendix E

50

Introduction

Destination branding has become, in recent years, an increasingly important area of focus for academic and business communities. Many governments have realized the importance of tourism as an economic industry and, to a greater extent, are committed to developing the right brand for their destination. With an increase in global tourism there has been a related increase in global (and domestic) competition (Smeral & Weber, 2000) and therefore the creation and application of destination branding strategies is a rapidly growing area of investigation. As new global tourism markets emerge, marketing effectively to consumers with differing cultural values is becoming important. A brand marketer may face a bumpy road of progress by ignoring culture of the country of operation because consumers behave according to the cultural norms of their country (Banerjee 2007). Much work is still to be done to determine the factors involved in these tourists revisit intentions and their relation to other constructs within destination brand equity.

Chernatony and McDonald (2001) equates a successful brand to an identifiable product, service, person, or place, augmented in such a way that the buyer or user perceives relevant, unique added values which match their needs most closely [and] its success results from being able to sustain these added values in the face of competition.

Brand equity, is herein defined as the sum of factors (or dimensions) contributing to a brands value in the consumers mind. According to Aaker (2000, p. 9), brand equity is a strategic asset that can be the basis of competitive advantage and longterm profitability. The concept of customer-based brand equity and its measurement have emerged in the destination marketing context (Konecnick & Gartner, 2007; Qu et al., 2010). Destinations are far more multi-dimensional than consumer goods and other kinds of services (Kim & Kim, 2005). Hence, this study is concerned with exploring customers perception of brand image, brand value and brand quality as the dimensions of the customer-based brand equity of a destination. Floreck and Insch (2007) argue that that the results of assessing the equity of destination brands provide destination marketers with information about which brand equity elements may strengthen a destination brand, and illustrate what are the possible relations between these components.

Aims of the study The objective of the study is to develop a theoretical framework for understanding destination brand equity, expressed in testable hypotheses, to explore the interplay of relationships among the five constructs of this study, including personal cultural orientation, destination brand image, destination brand quality, destination brand value and revisit intention. In the context of the research on destination brand, this study investigates perceptions by tourists, with a special focus on the, as yet, under-explored evaluative

construct of personal cultural orientation. The study will include a consideration of tourists socio-demographic characteristics, such as income, age and education. It will also examine the relationship between personal cultural orientation, perceived destination brand image, brand value and brand quality and destination revisit intention, as well as the mediating effects of destination brand image, destination brand value and destination brand quality. To begin, this study will review the concepts of perceived personal cultural orientation and its relationships with factors such as destination brand image, destination brand value; destination brand quality and destination revisits intention. This author intends to further extend current theories through empirical testing of the hypotheses, employing previously published scales. The study will also attempt to assess the mediating effects of destination brand image, value and quality on revisit intention. The study will then present and defend the following proposed research questions and model, and base the studys hypotheses in the context of previous findings. Following this, the study will describe the research site and explain the rational behind its selection. It will then outline the research methodology and describe the sample to be used. Next, the study will present its findings, elaborating on the practical and theoretical implications for the academic field of destination branding, marketing and management. The study will conclude by discussing those ways in which it has extended current theories of destination branding and by indicating what further work remains to be done in the field. In order to address the above issues, the following research questions are proposed: 1) Does personal cultural orientation influence tourists perception of destination brand image, destination brand quality and destination brand value?

2) Do tourists destination brand image, destination brand quality and destination brand value impact their revisit intention? 3) Do tourists destination brand image, destination brand quality and destination brand value mediate the influence of personal cultural orientation on revisit intention? Conceptual Framework SIT (Social Identity Theory) is used to ground the study on the structural relationship between personal cultural orientations and revisit intention, as well as the mediating effects of brand equity and the chosen dimensions of brand image, value, and quality. In 1979 Henri Tajfel and John Turner proposed the Social Identity Theory which held that there are three cognitive processes relevant to a persons being part of an in-group, or of an out-group. Such group membership being, depending upon circumstances, possibly associable with the appearance of prejudice and discrimination related to such perceived group membership. Three conditions of social identity were identified by Tajfel, self-conceptualization (the identification stage: a cognitive component, i.e., the sense of awareness of membership), group self-esteem, (an evaluative component (i.e., the sense that this awareness is related to some value connotations) and commitment to the group (An emotional component, i.e., affective investment in the awareness and evaluations), which when met; lead a tourist to not only feel connected to their in-group but also valuing his or her belongingness with a brand. As a result, all other groups become out-groups and are rivals for status and resources as well as a -source for comparison. This can lead to discrimination in favor of the in-group or against other out-groups as well as stereotyping and prejudice when a perceived threat occurs (Redmond, 2009).

In the context of destination branding, SIT provides a complete foundation for studying visitors responses to destination brand equity components (i.e., image, value and quality). SIT posits that people identify with groups based on a blend of their self concept (e.g., self identity, social identity, ethnic identification with brands), attitudes (e.g., attitudes toward brands with cultural values, attitudes toward brands featured in images), and behaviors (e.g., dispositions toward visiting destination brands featured with cultural cues) (Reed 2002; Tajfel and Turner 1985). This study proposes that tourist visitors may develop tourist-brand destination identification. In other words, a belief that they share the same self-definitional attributes with the destination brand. Therefore, a tourist who has already positively identified with their destination," will do anything to keep that destination in a positive light, so that they do not damage their own self-esteem. It can be then assumed that a tourist's behavior (i.e willingness to revisit) will be affected by their positive association with their in-group", when their self-esteem and/or status are elevated by that association as brands can represent selfrelevant social categories with which customers identify (Belk 1988; Fournier 1998) and because meaning can be transferred between brands and the self (McCracken 1988).

The language of social identity and self-categorization theory has a strong collectivist flavor and tends to focus predominately on the collective self (Hogg, 2001). From a cultural orientation perspective, Triandis (1995) suggests some defining attributes unique to individualist and collectivist cultures. The first attribute that has been a popular method in defining I/C is the definition of the self. Collectivists define themselves in terms of their in-group where the self is interdependent with other in-group members. Conversely, indi-

vidualists define themselves as unique and view the self as independent. The second defining attribute is goal structure. Collectivists tend to possess goals that overlap with the goals of the group while individualists are driven by their unique personal goals. Moreover, when personal goals and group goals conflict, collectivists will prioritize group goals over their personal goals and individualists will likely place their personal goals ahead of the group. Another attribute distinctive in I/C are predictions of social behavior. The social behavior of a collectivist is best predicted by cultural norms, and perceived duties and obligations. Conversely, social behavior predictions of individualists are based on personal attitudes and other internal processes. Lastly, weighing the costs and benefits of relationships helps to define I/C. When the costs of a relationship outweigh the benefits, collectivists tend to remain in the relationship while individualists are more likely to terminate the relationship (Triandis, 1995). Traditionally, collectivist behavior is interpreted as to be good and acceptable group member behavior, whereas individualist behavior is seen as deviation from group norms. Based on the four attributes of individualism and collectivism (Triandis, 1995), social norms theory would predict that collectivists, being more interdependent, will adhere more to the groups social norms. This strong emphasis on collectivism is not surprising, however, when we consider that conformity and endorsement of the groups goals and norms are usually beneficial for the groups success and well-being. A group fares well when its members give preference to social goals over their personal goals and when they are generally concerned with maintaining harmony (Hofstede, 1980). In contrast, although individualism is generally valued in western society because of its association with freedom and uniqueness, it is

likely to be less appreciated than collectivist behavior within a group context. In fact, individualism within many groups and organizations may reasonably be interpreted as deviance because it threatens the unity and productivity of the group. The effects of the perceived value, quality and image of a destination brand on targeted visitors are consistent with Social Identity Theory (SIT) (Tajfel and Turner 1985). In other words, when membership in a social group enhances peoples self-image (e.g., higher levels of self-esteem as a result of one's cultural orientation group membership), SIT posits that people assign themselves to social categories (e.g., Ecotourism group), which helps them to define their self identity and may lead them to respond favorably to stimuli (e.g., images) that recognize their social category distinctiveness (Tajfel 1978a, 1981).

By understanding the relationships and practical implications for personal cultural orientation, destination brand equity and destination intention to revisit destination tourism managers would better know how to build up a distinctive and attractive image and improve their marketing efforts to maximize their use of resources. Definition of key terms The key evaluative constructs in this research are: perceived cultural distance, destination brand image, destination brand value, destination brand quality and destination revisit intention. The definition, use and findings with respect to each of these terms is discussed further in the literature review in Chapter 2, but basic definitions of each term are provided in the following section. Destination Marketing Organization

A destination marketing organization or DMO is a stand-alone business entity governmental, corporate, or nonprofit - that is responsible for leading and coordinating all of the marketing efforts on behalf of a particular destination.

Personal Cultural Orientation Personal cultural orientations consist of shared cultural values and norms, as well as personal beliefs based on unique individual experiences (Sharma 2010). Brand Definition of a brand was originally provided by the American Marketing Association as a name, term, sign, symbol or design, or a combination of these intended to identify the goods and services of one seller or a group of sellers and to differentiate them from those of competitors (Kotler et al ., 2002: 469).

Destination Branding Geographic locations, like organizations or products, can also be branded. The goal of such branding is to make people aware of a location, and to then link desirable associations to create a favorable image to entice visits and businesses (Keller 2003). Destination Brand Image This term is best understood as an interactive system of thoughts, opinions, feelings, visualizations, and intentions toward a destination (Tasci et al., 2007: 200). Jenkins (1999) highlighted its significance when he noted the following: Destination images influence a

tourists travel behavior at a destination, decision-making, and cognition as well as satisfaction level and recollection of the experience (p. 1). Destination Brand Quality Brand quality is defined as the perception of the overall quality or superiority of a brand relative to relevant alternatives, and with respect to its intended purpose (Keller, 2003, p.238).

Overview of the Research Model Figure 1.1 Proposed Research Model

Chapter 2 Literature Review International travelers have an array of destination choices from around the world. Global proliferation and emerging competition in tourism makes some destinations increasingly substitutable and difficult to differentiate (Ekinci & Hosany 2008) and can impact on tourist revisit intention. By considering personal cultural orientation as an evaluative construct, it is hoped this study will add to previous research which has investigated destinations in a tourism context, (Prayag 2009; Saraniemi 2009; Machado, Santos and Sarmento 2009; Qu, Kim, & Im 2010; Hosany, Ekinci and Uysal, 2006 and Tasci and Gartner 2008). In practical terms, it augments current thinking about the relationships between cultural differences and evaluative constructs in destination revisit intention by providing further evidence of their applicability. This study attempts to investigate the differences of perceived personal cultural orientation (PCO) and their relationship to the constructs of brand value, brand image and brand quality in the context of destination branding. The individualism-collectivism distinction represents the most broadly used dimension of cultural variability for crosscultural comparison (Gudykunst and Ting-Toomey, 1988), and the core insights in the field are focused on this classification. This study suggests however, that the exploration of other distinctions can yield important new insights and perhaps a better understanding of the link between culture, brand equity and intention to revisit . Specifically, we examine the implications of a recently proposed distinction within individualist and collectivist categories. This classification emerged from the observation that American or British

individualism differs from, say, Swedish or Danish individualism in much the same way that Korean or Japanese collectivism differs from the collectivism of the Israeli kibbutz. Describing a delineation of different species of individualism and collectivism, Triandis and Gelfand (1998) proposed that, within each category, some societies are horizontal (valuing equality) whereas others are vertical (emphasizing hierarchy). Specifically, this study will investigate if destination brand image, destination value and destination quality have effects on consumers destination revisit intention. As previously discussed, using the proposed model and by interviewing a random sample of visitors it is hoped that the findings will be beneficial in elucidating further theoretical and practical considerations for destination branding and the larger discipline of marketing. Although the words brand, destination branding and brand destination image have been considered in a number of previous research in the context of a country branding, (Bosjnak, Bochmann and Hufschmidt 2007; Sun 2009), no apparent effort has been made to empirically investigate the relationships between the personal cultural orientation of tourists and brand equity factors (i.e., image, perceived value, quality), as well as the destination revisit intention. The goal of this study is to understand the interactions between key evaluative constructs of personal cultural orientation, destination brand image, destination brand value, destination brand quality and the effect on destination revisit intention, hereby described. Results from the study will provide important baseline observations for future research in this direction.

Personal cultural orientation

Personal cultural orientation, (PCO), is often defined as the accumulation of shared meanings, rituals, norms, and traditions among members of a society; it is this collective programming of the mind that distinguishes members of one society from another (Soloman 1996). Differences in culture have long been recognized as a likely reason why people in different countries make different decisions (Tahir and Larimo 2004), but research into the impact of culture on destination branding has been limited. Understanding the effect of personal cultural orientation of tourists on destination brands is essential to effective marketing and to ultimately establish a lasting bond with consumers. As Banerjee (2008:312) states, the major task is to identify the uniqueness of the cultural heritage of the country and skillfully fit the brand into the culture to get an easy acceptance by target consumers. PCO is a result of personal learning through interactions with social environments such as family, workplace, community, host country, and media (Yoo & Donthu, 2005). Hence, a personal cultural orientation is an inclination to think, feel or act in a way that is culturally determined. Personal cultural orientation has been successfully established as the antecedent to a variety of consumer behaviors and attitudes (Kluckhohn and Strodtbeck 1961; Rokeach 1973; Wallendorf and Reilly 1983). For example, Yoo and Donthu (2005) examined the relationships between cultural orientation and consumer ethnocentrism. They proposed a causal model that investigated how cultural orientation affects consumer ethnocentrism and tested their hypotheses using perceptions and behaviors of U.S. consumers toward Japanese products. The results were an overwhelming support of how cultural orientation does have

an effect on ethnocentrism. Understanding the role that cultural orientation plays in forming consumer attitudes and behaviors toward destination brands is therefore important.

The significance of this study is theoretical as well as practical. By considering personal cultural orientation an evaluative construct, it is hoped this study will add to previous research which has investigated destinations in a tourism context, (Prayag 2009; Saraniemi 2009; Machado, Santos and Sarmento 2009; Qu, Kim, & Im 2010; Hosany, Ekinci and Uysal, 2006 and Tasci and Gartner 2008. In practical terms, it augments current thinking about the relationships between cultural differences and evaluative constructs in destination revisit intention by providing further evidence of their applicability.

Individualism-Collectivism, Horizontal and Vertical Dimensions In the context of destination marketing, most research which aims to better understand the influence of culture on tourist behavior and behavioral intentions have referred to the pioneering work of Geert Hofstete (Pizam and Sussman 1995; Pizam and Jeong 1996; Reisinger and Turner 1999; Crotts and Edermann 2000). In his conceptual framework, Hofstede (1980) identified four value dimensions that distinguish peoples from various nations: power distance, uncertainty avoidance, individualism-collectivism, and masculinity-femininity. Hofstede (2001) later added one more dimension: the Confucian dynamic of long-term-short-term orientation. The Confucian dynamism dimension describes cultures that range from short-term values with respect for tradition and reciprocity in social relations, to long-term values with persistence and ordering relationships by status.

Of the above proposed dimensions for study, the most relevant and challenging to this study from a marketing standpoint is the dynamics between individualism and collectivism. Two important cultural orientations relevant to working with destination branding based on to Hofstedes work are collectivism and individualism (Hofstede, 2005). Collectivism can be defined as a social pattern of closely linked individuals who define themselves as interdependent members of a collective (e.g. family, co-workers). Collectivism is known also to be associated with an emphasis on interdependence, belongingness, pursuing common goals with others, and maintaining harmonious relationships (Hofstede, 1980; Markus & Kitayama, 1991; Triandis, 1995). Hence, for those with a collectivistic cultural orientation, social behavior is largely determined by the goals, attitudes, and values shared with ones in-groups. Individualism, on the other hand, is a cultural pattern that stresses individual autonomy and independence of the self (Markus and Kitayama 1991; Triandis 1995). For an individualistic cultural orientation, social behavior is largely determined by ones personal goals and attitudes. Individualism is associated with an emphasis on independence, self-reliance, and a desire to be unique. The described social patterns are characterized by differences in things such as family living arrangements (e.g. collectivists tend to have larger families and extended families living under the same roof), social behavior (e.g. collectivists tend to show greater conformity to group norms), beliefs (e.g. individualists tend to be more tolerant of practices such as divorce), political ideologies (e.g. individualists tend to be far more libertarian), and so on (Vandello and Cohen 1999). In this study, the focus is on personal cultural orientation of

individualism and collectivism and understands the view that individualistic societies are me-oriented and collectivist societies are we-oriented.

To explain cultural differences, most research have focused on the previously mentioned individualism-collectivism constructs of Hofstedes (1980), which have been interpreted empirically in a multi-dimensional manner (see, for example, Chan 1994; Hofstede 1980). Although all five dimensions have been validated (Hofstede 1980, 2001), the individualism- collectivism dimension has had the strongest impact on cross-cultural research. Triandis & Gelfand, (1998) extended the view on the individualism and collectivism dimensions by proposing that, nested within each INDCOL category, some societies are horizontal (valuing equality) whereas others are vertical (emphasizing hierarchy). The horizontal/vertical distinction is conceptually related to personal values such as power, achievement, self-direction, and conformity (e.g., Schwartz & Bilsky, 1987, 1990). In basic terms, people with a horizontal cultural orientation value equality and view the self as having the same status as others where as those with a vertical cultural orientation view the self as differing from others along a hierarchythey accept inequality and believe that rank has its privileges (Triandis, 1995). This dimension combined with individualism collectivism produces four cultural orientations: horizontal individualism (HI), vertical individualism (VI), horizontal collectivism (HC), and vertical collectivism (VC; Triandis & Gelfand, 1998). See Table

Sharma (2011), extends previous research work on the horizontal and vertical cultural orientations (Singelis et al. 1995; Triandis and Gelfand 1998) by introducing power and social inequality as two positively correlated dimensions of Hofstedes power distance factor. It further addresses recent suggestions to distinguish between the power and equality aspects of the power distance factor, which the horizontalvertical dimension is not able to (Oyserman 2006). Moreover, by conceptualizing the power and social inequality as two separate dimensions, it addresses the inability of the HorizontalVertical IndividualCollectivism scale (Triandis and Gelfand 1998) to adequately distinguish between the horizontalvertical dimension due to its overlap with the IND-COL dimension (Li and Aksoy 2007).

Sharmas (2011) develops a 40-item multidimensional scale that measures Hofstedes culture at individual level. The scale was psychometrically sound, establishing the validity, reliability, and cross-cultural measurement equivalence. He re-conceptualized Hofstedes culture as ten dimensions of personal cultural orientations. In his analysis, Sharma (2011) argues that Individualism and Collectivism maybe opposite of each other and many not represent two ends of a continuum. It further affirms Triandis (1995)

multidimensionality of IC by defining Individualism as a personal cultural orientation associated with acting independently, a strong self-concept, a sense of freedom, autonomy, and personal achievement; and Interdependence as a personal cultural orientations associated with acting as a part of one or more in-groups, a strong group identity, a sense of belongingness, reliance on others, giving importance to group-goals over own individual goals, and collective achievement (Sharma, 2011).

According to Sharma (2011), The new 40-item personal cultural orientations (PCO) scale introduced helps managers look beyond Hofstedes national scores or self-report scales based on his five cultural factors, to understand a wider range of cultural differences at individual level, especially in multi-cultural countries such as Brazil, India, and Mexico, which are also large emerging markets. The new scale will also help global marketers segment their customers more effectively, by using a wider range of personal cultural orientations (i.e., independence vs. interdependence, power vs. social inequality, risk aversion vs. ambiguity tolerance, masculinity vs. gender equality, and tradition vs. prudence).

As previously stated in the aims, this study seeks to explore the perceived personal cultural orientation from the perspective of individualism and collectivism solely within the context of United States tourist visitors to Cali, Colombia. Several researchers call for the examination of culture not only at the country and organizational level of analysis, but at the individual level due to significant in-culture variations (Hong and Chiu 2001; Straub, Loch et al. 2002; Ford, Connelly et al. 2003). Hence, additional attempts have been made to study culture at the individual level of analysis (Weisinger et al. 2002; Srite et al. 2006;

Gregory & Prifling & Beck 2008). For example, culture has been analyzed at the individual level using the concept of espoused national cultural values. This approach acknowledges the fact that national culture is only observable at the individual level in terms of the degree to which an individuals behavior incorporates the national culture values (Srite et al. 2006).Using Sharma (2010) work on the constructs of Collectivism and Individualism, this author will explore cultural differences at the individual level and examine their relationship to destination brand image, destination brand value and destination brand quality. Understanding the effect of PCO on brand equity and intention to revisit of tourist is at the core of this investigation. Mittal and Kamakura (2001) have contended that customers, who display different personal characteristics amongst each other, also display differences in their future behavioral intention. Social identity theory posits that favorable attitudinal and behavioral responses to personal cultural orientation-related stimuli stem from peoples understanding of their self concept. Thus, Social identity theory should be able to provide extensive and novel insights into the mediating effects of the components of destination brand equity (e.g., quality, value and image) and on intention to revisit. Social identity theory further suggests that members of a social group identify with that group, view themselves as representative of that group, and model their attitudes, emotions, and behaviors accordingly (Maldonado, Tansuhaj, and Muehling 2003; Reed 2002; Tajfel and Turner 1985). In terms of the effect of a tourist cultural orientation, one can argue that a collectivist tourist with its own nature of interdependence, need for belongingness and pursuing common goals with others will favor destinations brand quality, value and image if the images and values associated with each dimension are inline with who they are and

as long as the destination brand helps tourist to differentiate he/she from others, thereby solidifying their uniqueness (Tajfel, 1978), then it can ultimately validate and enhance their self image hence, reinforcing their belief that they are similar to that destination brand. Intention to Revisit

As previously illustrated, destination brand has emerged as a critical concept (Qu, Kim and Im 2010) within tourism and marketing literature. A destination brand comes packaged with images and values that may resonate with tourist visitors (i.e., people who embrace their cultural orientation) to better and develop more positive attitudes about that destination brand, which in turn may induce more favorable attitudes and stronger revisit intentions for the brand (Appiah 2001a; Elliott and Wattanasuwan 1998; Forehand and Deshpand 2001). Hence, a well packaged destination brand image, quality and value may persuade targeted tourist visitors leading to their revisit intention. In fact, research has demonstrated that tourists perceptions about particular destinations predict destination choice (Molina, Gomez and Consuegra 2010). In the tourism literature, tourists behavioral intention to revisit a destination has also been found to be influenced by destination image perceptions. For instance, Bigne et al. (2001) found destination image to positively impact re-visitation intentions. Likewise, intention to revisit has been used as predictor of future behavior in the tourism literature (Bign et al., 2001; Lee et al., 2005, Chi & Qu, 2008).

The future behavioral intention of tourists has been measured using mostly two dimensions, intention of repurchase and willingness to recommend (Cronin & Taylor, 1992; Bign et al., 2001; Chen & Tsai, 2007). In the context of destination branding, these two

dimensions are indicators of loyalty (Bign et al., 2001; Chen & Gursoy, 2001; Petrick, 2004). Empirical research has also revealed a positive impact of perceived value on behavioral intentions. In fact, perceived value and quality have all have been shown to be good predictors of future behavioral intentions (Baker & Crompton, 2000; Bojanic, 1996; Cronin et al., 2000; Petrick, 2004; Tam, 2000).

According to Faircloth et al. (2001) brand equity is a behaviorally oriented construct influenced by a consumers image and attitude of the behaviors object. Brand image, for instance, has been considered as the reasoned or emotional perceptions consumers attach to specific brands (Keller, 2003). It has too been identified as an important source of brand equity (Keller, 2003; Lassar et al., 1995). In fact, there is a positive relationship between the perceived value of a products brand and future behavioral intentions characterized as repurchase or revisit intention (Tsai, 2005; Kim et al., 2009; Chen & Tsai, 2007).

Intention to revisit is also related to a destinations brand. Most destinations would like to retain repeat visitors since in todays world competitiveness it is harder and more costly to attract new visitors (Petrick et al., 2001). Cai (2002) defines a destination brand as the perceptions about a place as reflected by the associations held in tourist memory. A destination brand can be developed through pre-trip information that allows the reader to identify with and differentiate a destination from its competition (Murphy et al., 2007). Ritchie & Ritchie (1998) argue that a destination brand can assist tourists in consolidating and reinforcing their perceptions of the destination even after their travel experience.

There is a general assumption that culture is an antecedent to human thought and behavior (e.g., Berry et al. 1992; Triandis 1994). Triandis (1980) proposed that social behavior is a function not only of prior habits but also of self-instructions (intentions) to act in specific ways in particular social situations. Such self-instructions are determined by sociocultural norms about appropriate behavior, expectations about possible consequences of performing the behavior, and affective reactions. Thus, the utility of the behavior in the social as well as in the personal domain is a fundamental component of the intention to perform it. By addressing how people perceive and categorize themselves and others, SIT describes how group affiliations may influence peoples behaviors (Tajfel 1981). For example, how does having an individualistic cultural orientation influence responses to a destination brand that is perceived as of high value (e.g., prices compared to other places). This is further asserted by individuals of collectivist cultural orientation, where relationships are of the greatest importance as previously established. Even if the costs of these relationships exceed the benefits, individuals tend to stay with the relationship. It is generally assumed that there is a positive relationship between group identification and acting for the benefit of the group (Branscombe et al., 1993; Doosje & Ellemers, 1997; Doosje et al., 1995; Postmes et al., 1999;Wann & Branscombe, 1990). Relate this to ingroup and out of group Among individualists on the other hand, when the costs exceed the benefits, the relationship is often dropped. Therefore, the decision to revisit made by collectivists could then be based on the relationship with the brand rather than the cost or utility of the destination brand, subsequently remaining loyal (i.e. intention to revisit, willingness to recommend) to the destination brand with whom a relationship has been established.

After the previous marketing literature perspective, one can safely assume that cultural orientation can have an effect on tourists revisit intention. Furthermore, that a positive perception of a brand image, brand value and quality is positively related to intention to revisit. Brand Equity and Customer-Based Brand Equity (CBBE) A number of perspectives have been considered when evaluating brand equity. According to Kim et al. (2003), usually two perspectives of brand equity are considered: the value of the brand to the firm (from a financial perspective), and the value of the brand to customers (in the decision-making context). This means that brand equity is considered from two different views, the producer and consumer points of view. AMA (2006) defines brand equity from a consumer perspective as based on consumer attitudes about positive brand attributes and favorable consequences of brand use. One perspective of brand equity seems to focus on brand equity outcomes. For instance, price, market share, profit, and future cash flows. On the other hand, customer-based brand equity (Keller, 1993) seems to posses attitudinal associations as its core (Montgomery and Lieberman, 2005). From the consumer behavior perspective therefore, brand equity is considered as consumer response to the marketing of the brand (Aaker, 1996; Keller, 1993) based on their experiences with the brand (Fournier, 1998). This whole view of brand equity is defined by Brandt and Johnson (1997) as the unique set of real and or perceived distinctions attached to a brand by customers. It has further been referred to as to the sum of factors (or dimensions) contributing to a brands value in the consumers mind (Konecnick and Gartner 2007).

The Customer-Based Brand Equity (CBBE) model Keller (1993), which approaches brand equity from the perspective of the consumer. He noted that, from a marketing perspective, brand equity is referred to as consumer-based brand equity. The model is based on the premise that the power of a brand lies in what customers have learned, felt, seen and heard about the brand as a result of their experiences over time (p. 59). He defines CBBE as the differential effect that brand knowledge has on consumer response to the marketing of that brand (p. 60), which emerges from two sources: brand awareness and brand image. The actual measurement of customer-based brand equity is considered an important element of branding (Pappu et al., 2006). This study hypothesizes both perceptual (i.e., brand image, brand value, brand quality) and behavioral categories (i.e., intention to revisit) as the components of brand equity and a causal relationship between perceptual and intention to revisit. There are some advantages of taking both perceptual and behavioral dimensions into account when measuring brand equity, Consumer perceptions are clearly an antecedent to behavioral manifestations of brand equity. Although behavioral measures of purchase reflect the existence of equity, they fail to reveal the factors actually driving equity without measuring the perceptual dimension of brand equity (Cobb-Walgren et al. 1995).

In the context of brand destination, to ensure success, a marketer should be proactive enough to identify the main cultural differences of the country in question and its effect on its marketing endeavor (Banerjee, S. 2008). Social science literature suggests brand equity may have disparate formation and influence on consumers (re)purchase behaviors in cross-cultural settings (Broyles, Leingpibul, Ross and Foster 2010). Following

from this, it has been suggested that an emic perspective (each culture is best understood in its own context), as opposed to an etic perspective (potentially generalizable across cultures) is more appropriate for international strategies (Broyles, Leingpibul, Ross and Foster 2010). Hence, brand equity is related to the values of the perceptions of brand dimensions held by tourists. If brand bias exists, positively or negatively, brand equity will be affected (Tasci, Gartner and Cavusgil 2007).

Destination branding Branding is a powerful marketing strategy tool use frequently in destination marketing. Branding is all about ownership. It is through the process of instilling customer ownership that brand equity is created. Destination branding is defined as a way to communicate a destinations unique identity by differentiating a destination from its competitors (Morrison & Anderson, 2002). Keller (1993) suggests that destination branding is best achieved by identifying the most relevant associations of a destination and then linking these to the destination brand. Kotler (2003) defines the conditions that support branding in tourism as: easy identification by consumers, perception of good value for the price, easy maintenance of quality and standards, a large enough demand for the general product for a chain, and the existence of economies of scale. A country or city manages and markets itself both in terms of its unique physical attributes and experiential intangibility.

Destinations are geographically defined places with a collection of assets ranging from the natural to the socio-cultural which Tasci and Gartner (2007) refer to as image capital. A destination brand is therefore the mix of tangibles and intangibles that evoke an image or name of a place. The place name is therefore, in effect, the destination brand. Indeed, Gnoth (2007) stated that the shape of a destination brand is more like a corporate or umbrella brand rather than a product brand as there is no obvious owner of the destination brand, but there are number of stakeholders involved. To brand a destination therefore, a destination needs to project an identity through all the features and activities that differentiate the destination from other competing destinations. Tourists therefore, perceive the image of the destination brand, which is formed and stored in their minds (Florek et al., 2006), thus branding a destination means offering destination brand values for tourist consumption (Saraniemi 2009). Further, as cultural, social, natural and economic values are transformed into capital assets on which the promises of the brand must be based, they too form the essence of the destination brand and must be taken into account (Gnoth 2007). Morgan, Pritchard and Piggott (2002) stated that strong destination brands have rich emotional meaning, great conversation value and provide high anticipation for their potential tourists.

Brand associations Hankinson (2004: 109) identified the brand as a perceptual entity or image, the brand as a value enhancer, and the brand as a relationship. He summarized these relationships as the match between destination image and visitors self-image, or a match between the brand and consumers, where consumers needs and a brands symbolic values and

functional attributes match. Brands as perceptual entities and images have been the focus of many researchers in recent years (see Doyle 1994; Keller 1993). Indeed, the brand concept is a bundle of associated attributes which essentially translate as tangible and intangible benefits. In this study the brand image, brand value and brand quality component are actually brand association. As Keller clearly stated, brand value, brand image and brand quality is defined as perceptions about a brand as reflected by the brand associations held in consumer memory (p. 2). Brand associations influence consumer evaluations toward the brand and revisit intention (i.e., future intentions to visit or purchase) (Aaker 1991, 1996; Keller 1993, 1998). In the branding literature, brand associations are classified into three major categories: attributes, benefits, and attitudes (Keller 1993, 1998). According to Keller (1993, 1998), attributes are those descriptive features that characterize a brand. An attribute is therefore what a consumer thinks the brand is, or has to offer, as well as what is involved with its purchase or consumption. The benefits received on the other hand, are the personal value consumers associate with the brand attributes in the form of functional, symbolic and experiential attachments. In other words, what the consumer think the brand can do actually for them. Ultimately, brand attitudes are consumers overall evaluations of the brand and are the basis for consumer behavior (e.g. revisit intention). Strong destination brands therefore provide consumers beneficial functional, emotional, economic, and psychological values; thus, there exist meaningful, strong, effective and lasting bonds and relationship between the destination brand and its consumers, (Tasci, Gartner, Cavusgil 2007).

Destination Brand Image (DBI)

Previous marketing studies have argued that brand image is an important factor affecting brand equity (Biel, 1992; Biel, 1993; Villareji-Ramos and Sanchez-Franco, 2005). In the context of tourism and hospitality brand image has been considered a main dimension of brand equity (Konecnik & Gartner, 2007; Kim & Kim, 2005). Brand image has also been considered to be an important component in the formation of a destination branding model Cai (2002). Keller (1993) defined brand image as perceptions about a brand as reflected by the brand association held in consumer memory. These associations refer to any brand aspect within the consumers memory (Aaker, 1996). Brand image has been further viewed as the emotional perceptions that consumers attach to specific brands (Dobni & Zinkhan, 1990; Keller, 2003). Tsai (2005) described brand image also as the consumers perceptions of social approval. Furthermore, brand image describes the consumers thoughts and feelings towards the brand (Roy and Banerjee, 2007). In other words, brand image is the overall mental image that consumers have of a brand, and its uniqueness in comparison to the other brands (Faircloth, 2005).

The measurement of brand image has had multiple approaches (Lassar et al., 1995; Low & Lamb, 2000; Tsai, 2005). Lassar (1995) for instance, introduced a scale for measuring consumer-based brand equity, where the image dimension is referred to as the social image, which is understood as the consumers perception of the esteem in which the consumers social group holds the brand.

In the context of tourist destinations, brand image has been though of as a main dimension of brand equity (Konecnik & Gartner, 2007; Kim & Kim, 2005). The destination

branding topic has been for the most part covered under the label of destination image studies (Konecnik and Gartner, 2007) and vice versa. In recent years, the evaluation of destination image has been a prevailing issue in destination literature (e.g. Hankinson, 2005; Hosany et al., 2006; Prebensen, 2007). Echtner & Ritchie (1991; 1993) have described destination image in terms of attribute-based and holistic components. Attributebased components refer to the perception of individual attributes or destination features and tend to correspond to cognitive images. On the other hand, holistic components reference the mental pictures or imagery of a destination brand (cognitive and affective images). These authors further suggest that attribute-based and holistic components possess functional (measurable) and psychological (abstract) characteristics (Lin et al., 2007). Some of these attributes are common to all destinations such as scenery, weather and climate, while others are specific to a destination such as icons, local cuisine and friendliness (Echtner & Ritchie, 1991, 1993; Lin et al., 2007; Pike & Ryan, 2004). Destination brand image has also been measured using multiple attributes which assess functional elements. This includes things like scenery, climate, facilities, and attractions (Echtner & Ritchie, 1991, 1993; Jenkins, 1999). Destination brand differentiation can be based on physical attributes, people, location or image (Kotler et al., 1999). The literature on tangible product brands leans on the proposition that brand differentiation cannot be solely based on the objective functions of a product, hence, must involve the use of subjective and intangible aspects such as symbols, logos, names and designs (Poiesz, 1990). As Tasci and Gartner (2007) delineate, issues such as image and branding of a geographical entity starts with a capital at hand, including historical, socio-cultural, physical, political, legal, and economic situation at the destination,

which are either static and uncontrollable or semi-dynamic and semi-controllable to some extent. However, destination image researchers have an essentialist approach toward destination differentiation, proposing that destinations can be differentiated by offering unique benefits which can meet the needs and motivations of target markets better than the competitors (Bramwell and Rawding, 1996; Baloglu and McCleary, 1999; Murphy, 2000; Joppe et al., 2001). To the extent that you are what you sell brands help to create an image and establish a positioning (Keller 1998, p. 14). Destinations can actually create their own images by attaching unique associations to the quality of the experience they want tourist to have. Hence, destination brand image is essential in the context of tourist destination as images play an important role in heavily influencing tourist behavior. In this study the destination brand image is limited to the predominantly cognitive attributes such as natural resources, accommodation facilities and transportation (Gartner, 1989; Crompton et al., 1992; Botha, Crompton, and Kim, 1999; Chen and Uysal, 2002). As previously stated, prior studies support a positive relationship between brand image and value (Michell, King, & Reast, 2001; Cretu & Brodie, 2007; Tsai, 2005. The image of a destination brand can convey the cultural values of groups. Destination brands with strong cognitive attributes (i.e., vibrant images and values) can allow a group to categorize and differentiate themselves from others, thereby solidifying their self identity and uniqueness. Given the me view of the collectivist personal orientation, they may view positively and be more responsive to (in-group) destination brands that reflect the cultural values of their own personal cultural orientation. It is therefore safe to assume that visitors with collectivistic personal cultural orientation would perceive their in-group as more positive than they would an out-group. Social Identity Theory also tells us that when a group

identify positively with the in-group it will do whatever it takes so as to not knock their own self-esteem. Hence, it can be assumed that a positive perceived destination brand image is positively related to intention to revisit. This study will seek to provide results of this based on visitors to Cali, Colombia.

Destination Brand Quality Brand quality is known to be a key dimension of brand equity (Aaker, 1996; Keller, 2003; Lassar et al., 1995). Brand quality has also been used interchangeably with perceived quality by customers (Aaker, 1991; Zeithaml, 1988). Perceived quality has a high association with the prestige and respect that a brand holds (Aaker, 1996). A review of past research studies dealing with destination, highlighted that only a few covered the topic of perceived quality (see Fick and Ritchie 1991; Keane 1997; Murphy, Prichard and Smith 2000; Weiermair and Fuchs 1999).Yet, the authors assert that quality is a vital element affecting consumer behavior. Since a consumer evaluation of a destination includes the mix of products, services and experiences available, quality takes a pivotal role. However, while it is a significant factor, integrating the concept of 'quality' into destination evaluation has not been easy to operationalize.

With his Metaphysics of Quality, Pirsig (1970) addresses the question of, equating goodness with his favored term Quality, along with its sister term: value. In a 1997 paper, Keane reiterated this point and attempted to qualify it further by linking the quality dimension with pricing. Price has also been acknowledged by researchers in the development of destination as an `important dimension (Baloglu and Mangaloglu 2001; Crompton 1979; Echtner and Ritchie 1993). Price is therefore one of the important extrinsic quality cues.

Equally important in the perception of quality is the attribute of image. Baker and Crompton have stated that much of the image research reported in tourism measures perceptions of quality of a destinations attributes (2000:788). In the image studies of Baloglu and McCleary (1999:881), the quality of experience is one of the factors in conceptualizing the image construct. Brands signal quality, they reduce perceived risks and ensure consumer about satisfaction (Blain et al., 2005). In discussing destination brands, elements including environment and service infrastructure should be considered in measuring destination brand performance (Buhalis, 2000; Murphy et al., 2000; Williams et al., 2004). Similar to tangible products, a destination products brand equity also includes quality of service and tangible aspects of the destination (Gartner et al., 2007). According to Low and Lamb (2000) perceived quality is central to the theory that strong brands add value to consumers purchases. Perceived quality lends value to a brand in several ways: high quality gives
consumers a good reason to buy the brand and allows the brand to differentiate itself from its competitors, to charge a premium price, and to have a strong basis for the brand extension (Aaker, 1991). In a destination context, Murphy et al. (2000) noted that perceived trip

quality positively affected perceived trip value. Additionally, Deslandes (2003) found that perceived quality of a tourist destination was positively related to the perceived value of the destination. Brand quality has also been identified as a main dimension of customer based brand equity when applied to a destination (Konecnik and Gartner 2007). Finally, a positive relationship between perceived quality and revisit intention has been found (Cretu & Brodie, 2007; Jayanti & Ghosh, 1996; Michell et al., 2001).

Because brands signal quality, it can also convey the cultural values of groups. Members of a group maybe more responsive to (in-group) destination brands that reflect their own cultural values of their personal cultural orientation after being categorized by the values, individuals seek to achieve positive self-esteem by positively differentiating their in-group from a comparison out-group on some valued dimension.
This study

hypothesize that personal cultural orientation affects both perceived brand quality and that perceived quality affects intention to revisit.

Destination brands quality can allow a group to categorize and differentiate themselves from others, thereby solidifying their self identity and uniqueness. Given the me view of the collectivist personal orientation, they may view positively and be more responsive to (in-group) destination brands that reflect the cultural values of quality with their own personal cultural orientation. It is therefore safe to assume that visitors with collectivistic personal cultural orientation would perceive their in-group as more positive than they would an out-group. Social Identity Theory also tells us that when a group identify positively with the in-group it will do whatever it takes so as to not knock their own selfesteem. Hence, it can be assumed that a positive perceived destination brand quality is positively related to intention to revisit. This study will seek to provide results of this based on visitors to Cali, Colombia.

Destination Brand Value In broad terms, customer value is known to be the amount of benefit that a customer will get from a service or product relative to its cost. Some businesspeople explain customer value as realization compared to sacrifice. Realization is a formal

term for what customers get out of their purchases. Sacrifice is what they pay for the product or service. There is in fact little or neither consistent nor a generally accepted definition of customer value (Day & Crask, 2000; Flint,Woodruff, & Gardial, 2002; Parasuraman, 1997). The most popular definition has been a price-based definition (Sweeny, Soutar, and Johnson, 1999; Tsai, 2005). Lassar et al. (1995) stated that customer choice of a brand depends on a perceived balance between the price of a product and its utility. In essence, the focus is on value rather than specific functional benefits. Hence, destination brand value would have a higher association in relation to the practical utility of visiting the destination and experiencing the place. The multidimensionality of the construct perceived value has been verified by research (Hall et al., 2001; Sirgy & Johar, 1999). In addition, Aaker (1996) stated that brand value can be measured by asking customers whether the brand provides good value for the money, or whether there are reasons to buy one brand over that of a competitor. A positive relationship has been found between the perceived value of a products brand and future behavioral intentions characterized as repurchase intention (Petrick, Backman, & Bixler, 1999; Teas & Laczniak, 2004; Tsai, 2005; Woodruff, 1997). Customer value was additionally positively associated with future behaviors, such as purchase and search intentions (Oh, 2000) and willingness to buy (Sweeney et al., 1999). A positive relationship between perceived value and customers loyalty has been found (Barrows, Latuuca, & Bosselmanc, 1989; Chiou, 2004; Kwun & Oh, 2004). All of these results are inline with the viewpoints that customer value plays an important role in creating customer loyalty (Grewal, Levy, & Lehmann, 2004), and that customer value does have an effect on customer loyalty (Oliver, 1980; Zeithaml, 1988). Similar to tangible products, a destination

products brand equity also include brand value in terms of price premiums that can be charged for the destination products compared to its competitors with similar products. Aaker (1996) mentioned that brand value can be measured by asking customers whether the brand provides good value for the money, or whether there are reasons to buy one brand over that of a competitor. Based on Aaker (1996) and Sweeney and Soutar (2001), this study modifies functional value (i.e., value for money) for the destination brand context. Brand destination value can also convey the cultural values of certain groups. Members of a group maybe more responsive to (in-group) destination brands that reflect their own cultural values of their personal cultural orientation after being categorized by the values, individuals seek to achieve positive self-esteem by positively differentiating their in-group from a comparison out-group on some valued dimension.
This study

hypothesize that personal cultural orientation affects both perceived brand value and that perceived value affects intention to revisit. Destination

brands quality can allow a group to categorize and differentiate themselves from others, thereby solidifying their self identity and uniqueness. Given the me view of the collectivist personal orientation, they may view positively and be more responsive to (ingroup) destination brands that reflect the cultural values of quality with their own personal cultural orientation. It is therefore safe to assume that visitors with collectivistic personal cultural orientation would perceive their in-group as more positive than they would an outgroup. Social Identity Theory also tells us that when a group identify positively with the in-group it will do whatever it takes so as to not knock their own self-esteem. Hence, it can be assumed that a positive perceived destination brand value is positively related to

intention to revisit. This study will seek to provide results of this based on visitors to Cali, Colombia. Relationship in Theoretical Model Null Hypothesis Personal Cultural Orientation and H1: The tourists with collectivistic cultural orientation have more positive destination brand image than those with

Destination brand Image individualistic cultural orientation. Personal Cultural Orientation and Destination brand value Personal cultural orientation and H2: The tourists with collectivist cultural orientation have more positive destination brand value than those with individualistic cultural orientation. H3: The tourists with collectivist cultural orientation have more positive destination brand equity than those with individualistic

Destination brand quality cultural orientation. Destination brand Image Intention to revisit Destination brand value H5: Positive perceived Destination brand Value is positively Intention to Revisit related to Intention to Revisit H4: Positive perceived destination brand image is positively related to Intention to Revisit

Destination brand quality H6: Positive perceived Destination brand quality is positively Intention to Revisit related to Intention to Revisit

Destination Brand Image H7: Destination brand image will mediate between Personal and Intention to revisit Cultural Orientation and revisit intention

Destination Brand Value H8: Destination brand value will mediate between Personal and Intention to revisit Cultural Orientation and revisit intention

Destination Brand Quality H9: Destination brand quality will mediate between Personal

and Intention to revisit Personal Cultural

Cultural Orientation and revisit intention H10: Personal Cultural Orientation will have a positive effect

Orientation and Intention on Intention to revisit to revisit

Conclusion This study aims to provide a better understanding of the five evaluative constructs chosen and how they operate in marketing and positioning a tourist destination. Some of the most important practical contributions of this study will include findings that, it is hoped, will enable tourism government officials and destination marketers to understand the cognitive and affective dimensions of the destination image of the city of Cali. Further, that they may then develop sustainable strategies in market segmentation, positioning, advertising and promotion for the area. The desired outcome of this study, therefore, is to provide marketing leaders within the tourism industry a clearer understanding of the perceived strengths and weaknesses of a destination from a cultural perspective, so that they can integrate this knowledge into their branding process. Specifically, this study sets out to understand if tourists from individualistic and collectivist cultural perspectives from one country are impacted by the branding quality, value and image of a destination. The answers to these questions will provide assistance for destination brands in the context of cities which do not currently have a framework for monitoring visitors perceptions based on their own cultural orientation. The results from the data will potentially serve as benchmarks to track changes in customers perceptions of the destination over time, thereby highlighting the effectiveness of marketing campaigns in

creating a positive image for tourist destinations. In addition, the author believes the findings will enable service providers to identify new cultural features that can be added to their core service/product or to customize their existing products to better suit the needs of their diverse, international customers. Finally, this study will provide some broad indications of what determines brand equity and future behavior of visitors.

Chapter 3 Methodology The proposed theoretical model responds to the gaps revealed by the literature review, and as set out in the previous chapter. In particular, the influence of personal cultural orientation on destination brand equity. There is currently no study, the author is aware of, that has assessed simultaneously the relationship among these variables and the effect they have on tourists destination revisit intention A crucially quantitative methodology will be used in recognition of the fact that a travelers view of any particular destination is largely a social construction. A number of authors (Bign et al., 2001; Um et al., 2006; Castro et al., 2007; Chen & Tsai, 2007; Weaver et al., 2007) have used a single item to operationalize intention to revisit where others (Zeithaml et al., 1996; Petrick et al., 2001; Lee et al., 2005) have used multiple items. For instance, Lee et al. (2005) used two items (revisit for pleasure trip and revisit again in the next five years) to measure intention to revisit a destination. Petrick et al. (2001) on the other hand, used 3 items (visit the destination, visit a show, visit and book a package) to measure repurchase intentions. Prayag (2001) measured intention to revisit on a 7-point scale anchored by 1, Very Unlikely, and 7, Very Likely. Specifically, intention to revisit was
operationalized by asking respondents how likely they would be visiting the destination in the next 3 years. Within the next 3 years was chosen to more accurately correlate intentions to actual behavior. As Eagly and Chaiken

(1993) argued, the longer the duration from the intended behavior to the actual behavior, the less likely intentions will be correlated to actual behavior

The Research Site: Cali, Colombia

Tourism is a vital part of the global economy. Generating roughly $1 trillion in global receipts in 2008 (up 1.8 percent from 2007), international tourism ranked as the fourth-largest industry in the world (UNWTO 2009). The breadth of international travel has also greatly expanded in recent years to encompass the developing world. Once essentially excluded from the tourism industry, the developing world has now become its major growth area. However, developing countries encounter significant economic, social and environmental challenges in maximizing the gains from their national tourism industries, including the need to strengthen weak inter-sectoral linkages and reduce excessive revenue leakage from their national economies (UNCTAD, 2010). In the last few years, many Latin American countries have begun to emphasize the importance of tourism to their economies and have stepped up efforts to improve infrastructure and promote their offerings to international visitors, particularly those from the United States. Signs indicate that these plans have been working. In fact, figures collected by Colombian Immigration Authorities and the Banco de La Republica show that a high proportion of tourists to Colombia are citizens of the United States. Currently, they make up the second largest number of visitors with 235,000 individuals representing 22 per cent of the total annual tally. This study will examine the city of Cali as a tourist destination and US citizens as tourists something lacking in the present literature, as very little research in the field has been conducted in Latin American countries to date.

Tourism has become one of the largest and fastest growing economic sectors in Cali. In recent years, there has been an increase in both the number of cities marketing their appeal worldwide and the number of destination places visited regularly by tourists. Cali is no different. After years of a destructive and negative reputation, the Ministry of Tourism and Trade is spearheading marketing efforts to position the country of Colombia as a global destination for tourists. Cali, as one of the biggest city of Colombia, is pursuing exactly the same. As detailed in the previous chapter, this study will investigate differences in perceptions of destination image by perceived cultural distance, ethnicity, past visitation and other socio-demographic characteristics of US visitors to Colombia. Despite historical problems, Colombia presents a bright future for tourism because of its vibrant natural and cultural heritage. Colombia ranked 72 out of 133 countries in the Travel and Tourism Competitiveness Report 2009 released by the World Economic Forum. Colombia had dropped one and three places compared to 2008 and 2007 respectively. According to World Tourism Organization UNWTO in 2008 Colombia received just over 1 million international tourists who spent approximately USD 1.669 billion (Ref needed). Indeed, the 2009 Travel and Tourism survey forecasted growth to remain at 4 per cent in the following years. Some of the most important practical contributions of this study will include findings that can enable tourism government officials and destination marketers to understand the cognitive and affective dimensions of the brand image of Cali, which can in turn serve to develop sustainable strategies in market segmentation, positioning, advertising and promotion. The goal therefore is to be able to provide the tourism industry in Cali with a clearer understanding of the perceived strengths and weaknesses of the loyalty to a city as

a destination from various cultural perspectives, and that this understanding can then inform their branding process Furthermore, the study may provide government officials with a framework for monitoring visitors perceptions and attachment levels. The outcomes may, potentially, serve as benchmarks to track changes in customers perceptions of the destination over time, thereby highlighting the effectiveness of marketing campaigns in creating a positive image for Cali as a destination. This will enable service providers to identify new cultural features that can be added on to their core service/product or to customize their existing products to suit the needs of their diverse, international customers, and finally, will provide some broad indications of what determines satisfaction levels and future behavior of visitors.

Research Methodology This study proposes a quantitative field survey. The objective for this methodology including the plans for recruiting correspondents, data collection and analysis, are explained in the following sections.

Recruiting Respondents & Data Collection The mayors office of the city its office of Tourism and Development has kindly agreed to both facilitate access to hotels and assist in data collection by supplying hospitality, research assistants and logistics. In order to obtain responses from a

representative sample of tourists, Cali has been selected, based on the average number of US American tourists visiting the location in the past five years. The most popular tourist hotels Cali will be identified and convenience sampling will be used to recruit respondents staying at these hotels. Respondents will be intercepted randomly by data collection team members who will be stationed in the hotel lobbies. At this point, the respondents chosen will be asked to complete the survey. Male and female respondents will be randomly selected for participation in the study. Respondents will be able to drop off the surveys with the hotel reception desk, where the researchers team will collect the completed surveys at the end of each day. In the research model under consideration, the focal groups would be brand loyal tourist that is, tourists who intend to return to Cali, those who are undecided, and those who do not plan to return to Colombia. 40 completed surveys will be required from each of the 3 tourist locations. The data collection team members will distribute surveys at the hotels for 10 days which will be chosen so that two weekends are included, allowing the data collection team access to the maximum number of tourists. Data Analysis The data from the surveys will be analyzed using factor analysis to verify the underlying factor structure of the constructs and multivariate analyses in order to obtain initial confirmation of the relationships between the constructs. The instruments to be used for measuring the constructs in the final research model will also be decided upon at the end of the preliminary data analysis.

The Main Study: A Quantitative Field Study The main study will consist of conducting surveys in the city of Cali in Colombia. Sample Size The target sample size will depend on the final number of items used in the survey. However, any changes if any are expected to be minimal, amounting to changes in item wording, and possibly dropping or adding a few items. Based on the original number of items in the instruments identified in Table 1.1 (88 items) and accounting for demographic and background information, the total number of items is estimated to be 95. The required sample size is computed for causal analysis (structural equation modeling) and is estimated to be 95 items. Using a rule of thumb to estimate 5 cases per item (or indicator) the required sample size is 475 (Bentler & Chou, 1987). Using a more conservative estimate, the required sample size is computed as 50 cases in addition to 8 cases per item, which would be 810 (Garson, 2010). It must be noted that the final sample size requirement will vary based on the final number of items included in the survey. The conservative target sample size of 800 cases is used in order to plan for data collection.

Recruiting Respondents & Data Collection With the assistance and cooperation of the Mayors office of the city of Cali and its office of Tourism and Development, data will be collected from the most popular hotels across the top three tourist locations in Colombia. The hotels will distribute the surveys to their customers when they check in. The customers can return completed surveys to the

hotels reception desks, where the researcher will collect them. In return for the hotels participation, the researcher will send a research report to the participating hotels regarding the tourists perceptions of service interactions and their intentions in respect of returning to Cali in the future. This report will be of particular interest to hotels as it will enable them to improve their service interactions in future. This incentive will also encourage hotels to help increase customer participation in the study, helping in turn to improve the overall response rate. Using an expected response rate of 57%, the rate obtained in prior studies (e.g. Praya, 2009), it is estimated that 1256 surveys will need to be distributed. In order to collect the target sample of 800 cases, attempts will be made to collect it in equal numbers (by distributing the 1256 surveys equally among all participating hotels) from all hotels that agree to participate in the study. This allows for a more representative sample to be collected from across popular tourist locations. The data will be collected using paper surveys. Limitations Studying Cali as the site where the research is to be conducted poses some challenges and limitations. For instance, collecting data will take several weeks. Further, it involves traveling to various tourist destinations within this large city at considerable expense. In terms of generazibility, the findings can only be extrapolated to other cities with similar social and economic conditions in Latin America.

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Appendix A: Interviewer Introduction: Hello, I am .. from the ., we are currently conducting a survey on tourists in Cali. Your participation in this survey is very important in improving tourism planning and services in Cali. It would take about 10 minutes. I am a PhD student from Trident University in the US. May I ask you few questions?

What is the main purpose of your visit to Cali? Business Visiting Friends & Relatives Pleasure

What is your state of residence? ________________

Your impressions about Cali I.- Image scales 1-) Please rate Cali as a travel destination in terms of the following attributes on a scale of 7, where 1= Extremely poor and 7= Excellent. 1 Cali: Tourism Resources Variety of natural resources Scenic beauty Beaches/water resources Availability of tourist information Amount of cultural/heritage attractions Variety of outdoor activities Weather conditions (e.g. Sunny, Hot) you need to make it clear what you mean Extremely Poor 1 1 1 1 1 1 1 2 Very Poor 2 2 2 2 2 2 2 3 Poor 3 3 3 3 3 3 3 4 Fai r 4 4 4 4 4 4 4 5 Goo d 5 5 5 5 5 5 5 6 Very Good 6 6 6 6 6 6 6 7

Excelle 7 7 7 7 7 7 7

Taste of local food Peoples ability to speak in your language Peoples friendliness/hospitality Uniqueness of culture/customs Shopping opportunities Exciting features Nightlife and entertainment opportunities Modern lifestyle Overall impression of Cali II.- Quality scales

1 1 1 1 1 1 1 1 1

2 2 2 2 2 2 2 2 2

3 3 3 3 3 3 3 3 3

4 4 4 4 4 4 4 4 4

5 5 5 5 5 5 5 5 5

6 6 6 6 6 6 6 6 6

7 7 7 7 7 7 7 7 7

2-) Please rate the quality of tourism services in Cali in terms of the following attributes on a scale of 7, where 1=Extremely poor and 7= Excellent. 1 Cali: Quality of Tourism Services Eateries Services in restaurants Accommodation facilities Services in hotels Services by tour guides Local transportation Services in local transportation 1 1 1 1 1 1 1 2 2 2 2 2 2 2 3 3 3 3 3 3 3 4 4 4 4 4 4 4 5 5 5 5 5 5 5 6 6 6 6 6 6 6 7 7 7 7 7 7 7 Extremely Poor 2 Very Poor 3 Poor 4 Fair 5 Goo d 6 Very Good 7 Excellen t

Cleanliness of the environment Safety and security in Cali as a whole

1 1

2 2

3 3

4 4

5 5

6 6

7 7

III.- Value scales 3-) Please rate a vacation in Cali on a scale of 7, where 1= Strongly disagree
and 7= Strongly agree.

1 Strongl y disagre e 1 1 1 1 1

2 Disagre e very much 2 2 2 2 2

3 Disagr ee

4 Neither agree nor disagree 4 4 4 4 4

5 Agree

6 Agree very much

7 Strongly agree

A Vacation in Cali is

Money well spent Too far from home More of a hassle than a vacation Very inexpensive Good value for money

3 3 3 3 3

5 5 5 5 5

6 6 6 6 6

7 7 7 7 7

IV.- Revisit Intention 4-) Please rate the following statements about Cali on a scale of 7, where 1=
Strongly disagree and 7= Strongly agree.

1 Strongly disagree

2 Disagree very much

3 Disa gree

4 Neither agree nor disagree

5 Agree

6 Agree very much

7 Strongly agree

How likely are you to return to Cali in the next three years? A preferred destination for me The destination for my next vacation The only vacation destination for me In my future vacation plans The destination I recommend to my friends and relatives The destination I like more than other places The destination I least enjoyed 1 1 1 1 1 1 1 2 2 2 2 2 2 2 3 3 3 3 3 3 3 4 4 4 4 4 4 4 5 5 5 5 5 5 5 6 6 6 6 6 6 6 7 7 7 7 7 7 7

Measure the importance of each: 5-) Please order the following reasons of choosing Cali for your vacation in the level of importance on a scale of 5, where 1=Most important, 2=Very important, 3=Important, 4=Somewhat important, 5=Least important. Reasons Variety of attractions and activities in Cali Calis high quality touristic products and services Calis touristic products offering high value for money My desire to return to Cali My familiarity with Cali Importance

7-) What do you think Cali is best known for?

8-) When you think of Cali, what comes to your mind? your mind?

what color comes to

9-) If you think of Cali as a person, what word best describes Calis personality?

10-) How many times have you visited Cali before?

11-) Please choose and rate the top three information sources in helping you form an image of Cali on a scale of 3, where 1=Most important, 2=Important and 3=Least important. Prior visit General knowledge about Colombia Movies or TV shows Travel agency People from Cali Friends and relatives Newspapers / magazines / travel books Internet

12-) Please rate the desirability of Cali as a vacation destination on a scale from 1 to 10 by circling the right number below. Not desirable at all = 1 2 3 4 5 6 7 8 9 10 = Extremely desirable

13-) Please rate cultural similarity of Cali to your own on a scale from 1 to 10 by circling the right number below. Extremely different = 1 2 3 4 5 6 7 8 9 10 = Extremely similar

14-) How many days have you been in Cali so far on this trip? more days will you be?

How many

15-) Please rate your satisfaction level with your trip to Cali on a scale from 1 to 10 by circling the right number below. Extremely dissatisfied = 1 2 3 4 5 6 7 8 9 10 = Extremely satisfied 16-) Have you traveled to any other country for vacation purposes so far? Yes (If Yes, how many different countries? ) No (If No, go to question 18) 17-) What was the most recent country you traveled to? most important reason in choosing this country? Some information about your current trip in Cali 18-) How many people, including yourself are in your immediate travel group? What was the

19-) Who else is in your immediate travel group? (Please check all that apply) Parents Own children Tour group specify) Spouse/partner Other relatives Coworkers/colleagues Grandchildren Friends Other (Please

20-) What type of accommodation did or will you use during your stay in Cali? Hotel, in _________________________ Hotel Relative/friends house 21-) Approximately how much did or will you spend during your visit to Cali, including all shopping, accommodation, and transportation expenses in Cali? (Please indicate currency as well) _________

Some information about you

22-) Is your age between: 25 and under

25-25 35-45 45 and above

23) You are Female

Male

24-) Which one of the following best describes your occupation? Professional/Manager Blue collar worker Public servant Unemployed Trader/Small business proprietor Office worker/Administrative worker

Other (please specify) _______________________

25- ) What is the highest level of education you have completed? Less than primary school Ph.D. Primary school University graduate (Please specify)_____________________ Other Secondary school Masters or

26-) Which one of the following best describes your marital status? Single Divorced

Married Living with a partner Other (Please specify)_____________________

27-) What do you consider the origin of your ancestors?

 Asian- China and SARs specify) Other Asian Pacific Islander

European African Middle Eastern

North American South American Other (Please

Perceived Personal cultural orientation Scale: Ordinal Source: Sharma (2010) Q1. Directions: Please use the following 1 to 7 scale: 1 = Strongly disagree; 2 = Disagree very much 3 = Disagree 4 = Neither agree nor disagree 5 = Agree 6 = Agree very much 7 = Strongly agree

1 Independence and Interdependence Strongly disagree

2 Disagree very much 2 2 2 2 2 2

3 Disagree

4 Neither agree nor disagree 4 4 4 4 4 4

5 Agree

6 Agree very much 6 6 6 6 6 6

1. I would rather depend on myself than others 2. My personal identity, independent of others, is important to me 3. I rely on myself most of the time, rarely on others Availability of tourist information 4. It is important that I do my job better than others Variety of outdoor activities

1 1 1 1 1 1

3 3 3 3 3 3

5 5 5 5 5 5

5. I enjoy being unique and different from others in many respects Taste of local food 6. I often do my own thing 7. The well-being of my group members is important for me 8. I feel good when I cooperate with my group members 9. It is my duty to take care of my family members, whatever it takes 10. Family members should stick together, even if they do not agree 11. I enjoy spending time with my group members 12. Children must respect the decisions made by their parents

1 1 1 1 1 1 1 1

2 2 2 2 2 2 2 2

3 3 3 3 3 3 3 3

4 4 4 4 4 4 4 4

5 5 5 5 5 5 5 5

6 6 6 6 6 6 6 6

Thank you very much for your time and effort in completing this questionnaire!