Tourists’ Perceptual Positioning of Brand Equity and Competitive Relationships in Organic Agricultural Tourism
Abstract
:1. Introduction
2. Literature Review
2.1. Brand Equity
2.2. Organic Agricultural Tourism Brand Equity
- Destination: the natural environment and rural cultural landscapes of organic agricultural tourism destinations provide visitors with opportunities to experience rural life [5]. These unique natural and cultural landscapes allow tourists to escape urban life, alleviate work stress, and enhance their physical and mental well-being [4]. Developing organic agricultural tourism can leverage these advantages to attract tourists, which is crucial for the success of tourism destinations [27,28]. Furthermore, favorable environmental and cultural landscapes also influence tourists’ loyalty to the destination [29].
- Organic agriculture: organic agriculture forms the core of organic agricultural tourism, emphasizing non-toxic and harmless farming methods that avoid the use of chemical fertilizers and pesticides. This agricultural approach not only protects the environment but also produces healthy and safe organic agricultural products, attracting tourists who seek a healthy lifestyle [1,2,3].
- Organic agricultural products: organic agricultural products constitute another crucial component of organic agricultural tourism. High-quality organic agricultural products can enhance tourists’ satisfaction with the destination and strengthen its brand equity [30,31]. The health and safety of these products, along with their environmental friendliness during production, are significant factors that attract tourists.
- Travel experience: travel experience is a key element of brand equity in organic agricultural tourism. Through independent and immersive experiences, tourists can explore people, things, and activities they enjoy and are interested in, which improves their mood [5]. Such experiences not only satisfy tourists but also help them establish connections with others or societal culture through their evaluations and endorsements of services and products [30,32,33]. A positive travel experience can provide tourists with memorable feelings, positively impacting their subjective well-being, sense of place attachment, satisfaction, positive word-of-mouth, and loyalty [34,35].
3. Research Methodology
3.1. Research Site
3.1.1. Luoshan
3.1.2. Dongfeng
3.1.3. Chishang
3.1.4. Fengbin
3.1.5. Guangfu
3.2. Measurement Development
- Brand equity: this research aims to establish positive, strong, and unique brand associations for organic agricultural tourism and destinations through distinctive environments, experiences, products, and services. This approach helps enhance tourists’ understanding, purchase confidence, and satisfaction with organic agricultural tourism, creating value for tourists and a competitive advantage for organic agricultural tourism. Based on literature from Aaker [17] and Liu [41], the study measures brand equity using the following dimensions: brand loyalty (3 items), brand awareness (3 items), brand perceived quality (4 items), brand image of health and sustainability (3 items), and brand assets of certification and identity (5 items), using a five-point Likert scale for measurement.
- Demographic variables: it includes gender, age, marital status, education, occupation, income, and residence, measured using categorical scales.
3.3. Data Collection
3.4. Analysis Tool
3.5. Research Process Design
4. Analysis of Results and Discussion
4.1. Demographic Variables
4.2. Descriptive Statistics
4.3. Brand Equity Perception Analysis
4.4. Reliability and Validity Analysis
4.5. Brand Perceptual Map
5. Conclusions and Implications
5.1. Conclusions
5.2. Theoretical Implications
- Innovative application of MDS in brand equity analysis: this study utilizes MDS to structurally analyze organic agricultural brand equity, demonstrating that MDS not only achieves a dimension reduction effect similar to traditional factor analysis but also provides a more intuitive representation of the magnitude and relative positioning of brand equity factors. Comparisons with confirmatory factor analysis reveal that MDS offers higher interpretative capability, reliability, and discriminant validity when interpreting brand equity factors. This finding introduces a new analytical tool for future brand research, highlighting the extensive application potential and theoretical innovation value of MDS in brand equity analysis.
- Revealing competitive relationships among tourism destination brands: the study uses MDS to analyze the perceptual maps of brand equity for organic agricultural tourism destinations, successfully distinguishing between high, medium, and low brand equity groups and revealing the competitive relationships among these destinations. The findings indicate that competition is intense among destinations within the same brand equity group, while the greater the distance between different brand equity groups, the larger the disparity in their brand equity. This analysis of competitive relationships provides a theoretical basis for destinations to develop differentiated marketing strategies, helping them understand their competitors and key competitive factors, thereby optimizing brand positioning and marketing strategies.
- Theoretical composition of organic agricultural tourism brand equity: the study further examines the five dimensions of brand equity in organic agricultural tourism, focusing on tourism loyalty, the recognition and quality of organic products, and the contribution of organic agriculture to environmental sustainability and health image. The findings indicate that organic agricultural tourism significantly enhances its brand equity by increasing environmental awareness, offering healthy organic products, and providing unique tourism experiences. These dimensions offer a comprehensive framework for understanding and evaluating the value and impact of organic agricultural tourism brands. By exploring the interrelationships among these dimensions, the study provides a systematic theoretical foundation for building brand equity.
- Addressing theoretical gaps in tourism destination competitive relationships: this study addresses the theoretical shortcomings in previous research on competitive relationships among tourism destinations. By applying MDS, the research not only reveals the competitive dynamics between organic agricultural tourism destinations but also identifies the key factors influencing these competitive relationships. This provides valuable theoretical and empirical insights for future research on tourism brands and destination marketing.
5.3. Practical Implications
- (1)
- Co-creating organic agricultural tourism brand equity by travel operators and local communities:
- (2)
- Differentiated landscape development by organic agricultural tourism destination management units:
- (3)
- Tourist experience through edutainment:
- (4)
- Government’s strict implementation of organic certification systems:
6. Limitations and Future Suggestions
Author Contributions
Funding
Institutional Review Board Statement
Data Availability Statement
Conflicts of Interest
References
- Shen, C.-C.; Chang, Y.-R.; Liu, D.-J. Rural Tourism and Environmental Sustainability—A Study on a Model for Assessing the Developmental Potential of Organic Agritourism. Sustainability 2020, 12, 9642. [Google Scholar] [CrossRef]
- Li, Y.; Fan, Z.; Jiang, G.; Quan, Z. Addressing the Differences in Farmers’ Willingness and Behavior Regarding Developing Green Agriculture—A Case Study in Xichuan County, China. Land 2021, 10, 316. [Google Scholar] [CrossRef]
- Xu, A.; Wei, C.; Zheng, M.; Sun, L.; Tang, D. Influence of Perceived Value on Repurchase Intention of Green Agricultural Products: From the Perspective of Multi-Group Analysis. Sustainability 2022, 14, 15451. [Google Scholar] [CrossRef]
- Rezaei, M.; Kim, D.; Alizadeh, A.; Rokni, L. Evaluating the Mental-Health Positive Impacts of Agritourism; A Case Study from South Korea. Sustainability 2021, 13, 8712. [Google Scholar] [CrossRef]
- Chassang, L.; Hsieh, C.-J.; Li, T.-N.; Hsieh, C.-M. Feasibility Assessment of Stakeholder Benefits in Community-Based Agritourism through University Social Responsibility Practices. Agriculture 2024, 14, 602. [Google Scholar] [CrossRef]
- Wang, C.; Zhang, J.; Xiao, X.; Sun, F.; Xiao, M.; Shi, Q. Examining the dimensions and mechanisms of tourists’ environmental behavior: A theory of planned behavior approach. J. Clean. Prod. 2020, 273, 123007. [Google Scholar] [CrossRef]
- Marques, C.P.; Guedes, A.; Bento, R. Rural tourism recovery between two COVID-19 waves: The case of Portugal. Curr. Issues Tour. 2022, 25, 857–863. [Google Scholar] [CrossRef]
- Shen, C.-C.; Wang, D. Using the RPM Model to Explore the Impact of Organic Agritourism Destination Fascination on Loyalty—The Mediating Roles of Place Attachment and Pro-Environmental Behavior. Agriculture 2023, 13, 1767. [Google Scholar] [CrossRef]
- Yang, H.; Zhang, P.; Liu, H. The influence of the brand image of green agriculture products on China’s consumption intention——The mediating role of perceived value. PLoS ONE 2023, 18, e0292633. [Google Scholar] [CrossRef]
- Vilasanti da Luz, V.; Mantovani, D.; Nepomuceno, M.V. Matching green messages with brand positioning to improve brand evaluation. J. Bus. Res. 2020, 119, 25–40. [Google Scholar] [CrossRef]
- Zhang, H.; Xu, H.; Gursoy, D. The effect of celebrity endorsement on destination brand love: A comparison of previous visitors and potential tourists. J. Destin. Mark. Manag. 2020, 17, 100454. [Google Scholar] [CrossRef]
- Kaushal, V.; Sharma, S.; Reddy, G.M. A structural analysis of destination brand equity in mountainous tourism destination in northern India. Tour. Hosp. Res. 2018, 19, 452–464. [Google Scholar] [CrossRef]
- Kladou, S.; Kehagias, J. Assessing destination brand equity: An integrated approach. J. Destin. Mark. Manag. 2014, 3, 2–10. [Google Scholar] [CrossRef]
- Web of Science (WOS). Available online: http://www.webofknowledge.com/wos (accessed on 21 April 2024).
- Plumeyer, A.; Kottemann, P.; Böger, D.; Decker, R. Measuring brand image: A systematic review, practical guidance, and future research directions. Rev. Manag. Sci. 2019, 13, 227–265. [Google Scholar] [CrossRef]
- Ernszt, I.; Marton, Z. An Emerging Trend of Slow Tourism: Perceptions of Hungarian Citizens. Interdiscip. Descr. Complex Syst. 2021, 19, 295–307. [Google Scholar] [CrossRef]
- Aaker, D.A. Managing Brand Equity; Free Press: New York, NY, USA, 1991. [Google Scholar]
- Keller, K.L. Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. J. Mark. 1993, 57. [Google Scholar] [CrossRef]
- Cruz-Milán, O. Assessing the role of venturesomeness in a destination consumer-based brand equity model. J. Hosp. Tour. Insights 2023, 6, 324–343. [Google Scholar] [CrossRef]
- Nguyen, H.K.T.; Tran, P.T.K.; Tran, V.T. The relationships among social media communication, brand equity and satisfaction in a tourism destination: The case of Danang city, Vietnam. J. Hosp. Tour. Insights 2024, 7, 1187–1210. [Google Scholar] [CrossRef]
- Zhang, Y.; Li, J.; Liu, C.-H.; Shen, Y.; Li, G. The effect of novelty on travel intention: The mediating effect of brand equity and travel motivation. Manag. Decis. 2021, 59, 1271–1290. [Google Scholar] [CrossRef]
- Chi, H.-K.; Huang, K.-C.; Nguyen, H.M. Elements of destination brand equity and destination familiarity regarding travel intention. J. Retail. Consum. Serv. 2020, 52, 101728. [Google Scholar] [CrossRef]
- Kim, S.; Choe, J.Y.; Petrick, J.F. The effect of celebrity on brand awareness, perceived quality, brand image, brand loyalty, and destination attachment to a literary festival. J. Destin. Mark. Manag. 2018, 9, 320–329. [Google Scholar] [CrossRef]
- Qiu, L.; Yeo, S.; Li, X.; Kim, J.-N. Enhancing brand equity in popular culture tourism: Testing the role of fandom in a serial mediation model. Asia Pac. J. Tour. Res. 2024, 29, 922–941. [Google Scholar] [CrossRef]
- Shafaei, F. The relationship between involvement with travelling to Islamic destinations and Islamic brand equity: A case of Muslim tourists in Malaysia. Asia Pac. J. Tour. Res. 2017, 22, 255–271. [Google Scholar] [CrossRef]
- Zavattaro, S.M.; Daspit, J.J.; Adams, F.G. Assessing managerial methods for evaluating place brand equity: A qualitative investigation. Tour. Manag. 2015, 47, 11–21. [Google Scholar] [CrossRef]
- Dat, L.T.; Wu, H.C.; Li, T.-N.; Huang, W.-S.; Liou, G.-B.; Hsieh, C.-M. The effects of landscape fascination on subjective well-being and revisit intention: Evidence from agritourism destinations. Int. J. Tour. Res. 2024, 26, e2621. [Google Scholar] [CrossRef]
- Lupi, C.; Giaccio, V.; Mastronardi, L.; Giannelli, A.; Scardera, A. Exploring the features of agritourism and its contribution to rural development in Italy. Land Use Policy 2017, 64, 383–390. [Google Scholar] [CrossRef]
- Wang, J.; Choe, Y.; Song, H. Brand Behavioral Intentions of a Theme Park in China: An Application of Brand Experience. Sustainability 2020, 12, 4500. [Google Scholar] [CrossRef]
- Chen, S.-C.; Chou, T.-H.; Hongsuchon, T.; Ruangkanjanases, A.; Kittikowit, S.; Lee, T.-C. The mediation effect of marketing activities toward augmented reality: The perspective of extended customer experience. J. Hosp. Tour. Technol. 2022, 13, 461–480. [Google Scholar] [CrossRef]
- Chen, C.-C.; Su, P.-R.; Jiang, J.-S.; Lin, M.-H. Research on the impact of cultural and creative industry experiential marketing on brand trust and customer loyalty. Int. J. Organ. Innov. (Online) 2022, 14, 295–309. [Google Scholar]
- Tian, Y. How the Five Dimensions of Experiential Marketing Affect Customer Satisfaction: Focused on Starbucks. In Proceedings of the 2022 2nd International Conference on Enterprise Management and Economic Development (ICEMED 2022), Dalian, China, 27–29 May 2022; pp. 741–746. [Google Scholar]
- Wibowo, A.; Chen, S.-C.; Wiangin, U.; Ma, Y.; Ruangkanjanases, A. Customer Behavior as an Outcome of Social Media Marketing: The Role of Social Media Marketing Activity and Customer Experience. Sustainability 2021, 13, 189. [Google Scholar] [CrossRef]
- Ma, F.; DiPietro, R.B.; Li, J.; Harris, K.J. Memorable dining experiences amidst the COVID-19 pandemic. Int. J. Contemp. Hosp. Manag. 2023, 35, 871–892. [Google Scholar] [CrossRef]
- Tsaur, S.-H.; Teng, H.-Y.; Han, T.-C.; Tu, J.-H. Can perceived coolness enhance memorable customer experience? The role of customer engagement. Int. J. Contemp. Hosp. Manag. 2023, 35, 4468–4485. [Google Scholar] [CrossRef]
- Xu, W.; Jung, H.; Han, J. The Influences of Experiential Marketing Factors on Brand Trust, Brand Attachment, and Behavioral Intention: Focused on Integrated Resort Tourists. Sustainability 2022, 14, 13000. [Google Scholar] [CrossRef]
- Hualien Food and Agriculture Education Experience-Dongfeng Leisure Agriculture Small Trip. Available online: https://tournews.tw/archives/9880 (accessed on 15 July 2024).
- Jimmy. Wandering through the Rice Fields: Taking You to Explore the Chishang Rice Village Leisure Farm Area. Available online: https://www.xinmedia.com/article/192754 (accessed on 15 July 2024).
- Hsu, C. Fengbin Attractions Proposal. Available online: https://journey.tw/Go-Fengbin/ (accessed on 15 July 2024).
- Guangfu Township. Available online: https://tour-hualien.hl.gov.tw/en/News_Content.aspx?n=231&s=3336 (accessed on 15 July 2024).
- Liu, D.-J. The Relationship among the Landscapes Resources, Experience and Brand Equity of Organic Agriculture Tourism. Doctoral Dissertation, National Kaohsiung University of Hospitality and Tourism, Kaohsiung, Taiwan, 2020. [Google Scholar]
- Shen, C.-C.; Liu, D.-J.; Tseng, T.A. Establishing an organic agricultural tourism attachment model by integrating the means-end chain method and fuzzy aggregation operator. J. Outdoor Recreat. Study 2020, 33, 67–114. [Google Scholar]
- Shen, C.-C.; Wang, D.; Loverio, J.P.; Liu, H.-L.; Wang, H.-Y. Influence of Attachment Theory on Pro-Environmental Behavior and Well-Being: A Case of Organic Agricultural Tourism in Taiwan Hualien and Taitung. Agriculture 2022, 12, 2022. [Google Scholar] [CrossRef]
- Marsh, H.W.; Balla, J. Goodness of fit in confirmatory factor analysis: The effects of sample size and model parsimony. Qual. Quant. 1994, 28, 185–217. [Google Scholar] [CrossRef]
- Hair, J.F.; Babin, B.J.; Black, W.C.; Anderson, R.E. Multivariate Data Analysis; Cengage Learning: Delhi, India, 2019. [Google Scholar]
- Fornell, C.; Larcker, D.F. Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. J. Mark. Res. 1981, 18, 39–50. [Google Scholar] [CrossRef]
- Chin, W.W. Commentary: Issues and Opinion on Structural Equation Modeling. MIS Q. 1998, 22, vii–xvi. [Google Scholar]
- Vada, S.; Prentice, C.; Hsiao, A. The influence of tourism experience and well-being on place attachment. J. Retail. Consum. Serv. 2019, 47, 322–330. [Google Scholar] [CrossRef]
- Lynch, M.-F.; Duinker, P.; Sheehan, L.; Chute, J. Sustainable Mi’kmaw cultural tourism development in Nova Scotia, Canada: Examining cultural tourist and Mi’kmaw perspectives. J. Sustain. Tour. 2010, 18, 539–556. [Google Scholar] [CrossRef]
- Shuai, M.; Liu, C.; Ahmed, F.; Wang, R. Analysis on the change of tourists’ leisure agricultural tourism behavior and the influence of individual intrinsic characteristics. Asia Pac. Manag. Rev. 2022, 27, 115–119. [Google Scholar] [CrossRef]
- Abellán, F.C.; García Martínez, C. Landscape and Tourism as Tools for Local Development in Mid-Mountain Rural Areas in the Southeast of Spain (Castilla-La Mancha). Land 2021, 10, 221. [Google Scholar] [CrossRef]
- Zhang, J.; Xie, C.; Morrison, A.M.; Zhang, K. Fostering Resident Pro-Environmental Behavior: The Roles of Destination Image and Confucian Culture. Sustainability 2020, 12, 597. [Google Scholar] [CrossRef]
- Jiang, Y.; Ramkissoon, H.; Mavondo, F.T.; Feng, S. Authenticity: The Link Between Destination Image and Place Attachment. J. Hosp. Mark. Manag. 2017, 26, 105–124. [Google Scholar] [CrossRef]
- Ramkissoon, H.; Mavondo, F.; Uysal, M. Social involvement and park citizenship as moderators for quality-of-life in a national park. J. Sustain. Tour. 2018, 26, 341–361. [Google Scholar] [CrossRef]
- Han, H.; Hyun, S.S. Customer retention in the medical tourism industry: Impact of quality, satisfaction, trust, and price reasonableness. Tour. Manag. 2015, 46, 20–29. [Google Scholar] [CrossRef]
- Abubakar, A.M.; Ilkan, M. Impact of online WOM on destination trust and intention to travel: A medical tourism perspective. J. Destin. Mark. Manag. 2016, 5, 192–201. [Google Scholar] [CrossRef]
Items | Variables | N | % | Items | Variables | N | % |
---|---|---|---|---|---|---|---|
Gender | Male | 76 | 34.5 | Occupation | Student | 51 | 23.2 |
Female | 143 | 65.0 | Civil servant | 45 | 20.5 | ||
Marital status | Married | 125 | 56.8 | Service | 41 | 18.6 | |
Single | 93 | 42.3 | Business | 23 | 10.5 | ||
Other | 1 | 0.5 | Freelance | 47 | 21.4 | ||
22–31 | 71 | 32.3 | Industry and commerce | 13 | 5.9 | ||
Age (years) | 32–41 | 53 | 24.1 | Place of residence | Northern region | 95 | 43.2 |
42–51 | 55 | 25.0 | Central region | 38 | 17.3 | ||
52–61 | 21 | 9.5 | Southern region | 35 | 15.9 | ||
Above 62 | 11 | 5.0 | East area | 51 | 23.2 | ||
Education | Elementary and middle school | 68 | 30.9 | Monthly income (TWD) | ≤25,000 | 62 | 28.2 |
25,001–35,000 | 34 | 15.5 | |||||
High school | 33 | 15.0 | 35,001–45,000 | 46 | 20.9 | ||
College | 90 | 40.9 | 45,001–55,000 | 27 | 12.3 | ||
Graduate and above | 28 | 12.7 | 55,001–65,000 | 21 | 9.5 | ||
Above 65,000 | 28 | 12.7 |
Construct | Observed Variables | Mean (M) | Standard Deviation (SD) | Factor Loadings | Variation Explained (%) | |
---|---|---|---|---|---|---|
Brand loyalty (BLO) | BLO1 | I have a high level of loyalty to organic agriculture products. | 3.93 | 0.85 | 0.938 | 85.431 |
BLO2 | I have a high level of loyalty to organic agriculture. | 3.91 | 0.85 | 0.933 | ||
BLO3 | I have a high level of loyalty to organic agricultural tourism. | 3.95 | 0.82 | 0.902 | ||
Brand awareness (BAW) | BAW1 | I visited here today because the organic agriculture here is quite well-known. | 3.87 | 0.77 | 0.947 | 86.496 |
BAW2 | I visited here today because the organic agricultural products are quite well-known. | 3.89 | 0.78 | 0.932 | ||
BAW3 | I visited here today because the organic agricultural tourism here is quite well-known. | 3.85 | 0.76 | 0.911 | ||
Brand perceived quality (BPQ) | BPQ1 | I believe this organic farm provides high-quality service to visitors. | 4.09 | 0.68 | 0.896 | 74.174 |
BPQ2 | I believe this organic farm offers excellent facilities for visitors. | 4.00 | 0.71 | 0.861 | ||
BPQ3 | I believe this organic farm provides visitors with an in-depth organic agriculture experience and high quality. | 4.10 | 0.70 | 0.895 | ||
BPQ4 | I believe the organic agricultural products here are of very high quality. | 4.28 | 0.68 | 0.788 | ||
Brand image of health and sustainability (BIHS) | BIHS1 | I believe organic agriculture contributes to environmental sustainability. | 4.40 | 0.67 | 0.907 | 83.965 |
BIHS2 | I believe organic agriculture embodies the image of healthy tourism. | 4.40 | 0.64 | 0.932 | ||
BIHS3 | I believe the environmental conditions here are well-suited for developing organic agriculture. | 4.36 | 0.67 | 0.909 | ||
Brand assets of certification and identity (BACI) | BACI1 | I trust that the products here meet organic certification standards. | 4.27 | 0.66 | 0.846 | 74.319 |
BACI2 | I can sense the operators’ commitment to organic agriculture. | 4.29 | 0.66 | 0.887 | ||
BACI3 | I believe the operators have the management capabilities for running organic agriculture. | 4.25 | 0.71 | 0.872 | ||
BACI4 | I agree with the development of organic agriculture here. | 4.39 | 0.68 | 0.884 | ||
BACI5 | I believe organic agriculture has a unique character. | 4.32 | 0.69 | 0.820 |
Construct | Mean (M) | Standard Deviation (SD) | Cronbach’s α | CR | AVE |
---|---|---|---|---|---|
BLO | 3.93 | 0.77 | 0.915 | 0.946 | 0.855 |
BAW | 3.87 | 0.72 | 0.922 | 0.951 | 0.865 |
BPQ | 4.12 | 0.60 | 0.883 | 0.920 | 0.742 |
BIHS | 4.39 | 0.59 | 0.904 | 0.940 | 0.839 |
BACI | 4.31 | 0.60 | 0.913 | 0.935 | 0.743 |
BLO | BAW | BPQ | BIHS | BACI | |
---|---|---|---|---|---|
BLO | 0.925 | ||||
BAW | 0.743 | 0.930 | |||
BPQ | 0.557 | 0.515 | 0.861 | ||
BIHS | 0.475 | 0.473 | 0.685 | 0.916 | |
BACI | 0.530 | 0.539 | 0.647 | 0.835 | 0.862 |
Construct | High Brand Equity | Medium Brand Equity | Low Brand Equity | Max–Min | ||
---|---|---|---|---|---|---|
Luoshan (B) | Dongfeng (E) | Fengbin (D) | Chishang (A) | Guangfu (C) | ||
BLO | 4.0000 | 4.0152 | 4.0076 | 3.9167 | 3.7273 | 0.2879 |
BAW | 4.0530 | 4.0682 | 3.8106 | 3.7955 | 3.6212 | 0.4470 |
BPQ | 4.2159 | 4.1875 | 4.1080 | 4.1591 | 3.9205 | 0.2954 |
BIHS | 4.5568 | 4.3864 | 4.4148 | 4.3295 | 4.1648 | 0.3920 |
BACI | 4.3864 | 4.3750 | 4.3125 | 4.2727 | 4.1591 | 0.2273 |
Disclaimer/Publisher’s Note: The statements, opinions and data contained in all publications are solely those of the individual author(s) and contributor(s) and not of MDPI and/or the editor(s). MDPI and/or the editor(s) disclaim responsibility for any injury to people or property resulting from any ideas, methods, instructions or products referred to in the content. |
© 2024 by the authors. Licensee MDPI, Basel, Switzerland. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license (https://creativecommons.org/licenses/by/4.0/).
Share and Cite
Wang, D.; Shen, C.-C. Tourists’ Perceptual Positioning of Brand Equity and Competitive Relationships in Organic Agricultural Tourism. Agriculture 2024, 14, 1706. https://doi.org/10.3390/agriculture14101706
Wang D, Shen C-C. Tourists’ Perceptual Positioning of Brand Equity and Competitive Relationships in Organic Agricultural Tourism. Agriculture. 2024; 14(10):1706. https://doi.org/10.3390/agriculture14101706
Chicago/Turabian StyleWang, Dan, and Ching-Cheng Shen. 2024. "Tourists’ Perceptual Positioning of Brand Equity and Competitive Relationships in Organic Agricultural Tourism" Agriculture 14, no. 10: 1706. https://doi.org/10.3390/agriculture14101706
APA StyleWang, D., & Shen, C.-C. (2024). Tourists’ Perceptual Positioning of Brand Equity and Competitive Relationships in Organic Agricultural Tourism. Agriculture, 14(10), 1706. https://doi.org/10.3390/agriculture14101706