An empirical analysis of brand image of Sitakunda as a tourist destination

https://doi.org/10.35912/joste.v6i3.2441
Published: May 27, 2025

Abstract:

Purpose: The study aims to establish a powerful brand image and create an emotional bond between tourists and destinations. Based on visitors' opinions of various aspects of tourism, this study seeks to create a powerful brand image of Sitakunda as a travel destination.

Research Methodology: The study gathered 312 samples using a quantitative survey to examine people's opinions about Sitakunda as a tourism destination. Descriptive statistics and reliability analysis techniques were used to discuss the methodology section of this study.

Results: The study found that tourism significantly contributes to establishing Sitakunda's brand image as a tourist destination.

Conclusion: The study concludes that establishing a strong brand image centered on Sitakunda’s distinctive quality-price ratio is essential for enhancing its global recognition and tourism appeal.

Limitations: The sample for the research is limited to the people living in Sitakunda and tourists from different areas of Bangladesh.

Contribution: The paper's empirical insights offer information on the actual experiences and results of the brand image of Sitakunda as a tourist destination.

Practical Implications: The research recommends that social media marketing is essential for promoting any destination as a brand. Finally, the study urges stakeholders to work proactively to establish a powerful brand image for any tourist location.

Keywords:
1. Brand Image
2. Social Media Marketing
3. Tourist Destination Branding
Authors:
1 . Md. Yeamin Masum
Islamic University, Kushtia-7003, Bangladesh
https://orcid.org/0009-0005-9845-6683
2 . Khairuzzaman
Islamic University, Kushtia-7003, Bangladesh
https://orcid.org/0009-0003-5365-4307
3 . Mehedi Hasan Tanvir
Islamic University, Kushtia-7003, Bangladesh
https://orcid.org/0009-0004-2164-8743
4 . Md. Sakib Hasan
Islamic University, Kushtia-7003, Bangladesh
https://orcid.org/0009-0001-5201-1057
View PDF
How to Cite
Masum, M. Y., Khairuzzaman , K. ., Tanvir, M. H., & Hasan , M. S. (2025). An empirical analysis of brand image of Sitakunda as a tourist destination. Journal of Sustainable Tourism and Entrepreneurship, 6(3), 263–279. https://doi.org/10.35912/joste.v6i3.2441
Download Citation
  1. Endnote/Zotero/Mendeley (RIS)
  2. BibTeX

Downloads

Download data is not yet available.
Issue & Section
Vol. 6 No. 3 (2025): May
Articles
Creative Commons License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

References

    Absah, Y., Yuliaty, T., & Anuar, N. A. M. (2024). The Role of Brand Image and Facilities and Services in Halal Tourism and the Accessibility of Islamic Cultural Needs to Enhance Tourist Satisfaction and Halal Tourism Economic Growth in Malaysia and Indonesia. Cuadernos de Economía, 47(134), 1-9.

    Ahmed, F., Azam, M. S., & Bose, T. K. (2020). Factors affecting the selection of tour destination in Bangladesh: An empirical analysis. International journal of business and management, 5(3), 52.

    Akhter, R. (2017). An empirical study on Bandarban, Bangladesh: integrating destination branding and supply chain management opportunities. International Journal of Supply Chain Management, 6(4), 191-198. https://doi.org/10.59160/ijscm.v6i4.1668

    Almeida-García, F., Domígunez-Azcue, J., Mercadé-Melé, P., & Pérez-Tapia, G. (2020). Can a destination really change its image? The roles of information sources, motivations, and visits. Tourism Management Perspectives, 34, 100662. https://doi.org/10.1016/j.tmp.2020.100662

    Amara, D. (2017). Events tourism: A potential to build a tourist destination branding: the case of cultural events in Egypt. International Journal of Heritage, Tourism and Hospitality, 11(2), 1-12. 10.21608/ijhth.2017.30197

    Amron, A. (2018). The influence of brand image, brand trust, product quality, and price on the consumer’s buying decision of MPV cars. European Scientific Journal, ESJ, 14(13), 228. https://doi.org/10.19044/esj.2018.v14n13p228

    Armutcu, B., Tan, A., Amponsah, M., Parida, S., & Ramkissoon, H. (2023). Tourist behaviour: The role of digital marketing and social media. Acta psychologica, 240, 104025. https://doi.org/10.1016/j.actpsy.2023.104025

    Bappy, T. A. (2019). Assessing the Relationship Between Destination Image and Tourists’ Loyalty Towards the Amusement Parks of Bangladesh: The Mediating Role of Tourists’ Satisfaction and Moderating Role of Past Experience.

    Bernarto, I., Berlianto, M. P., Meilani, Y. F. C. P., Masman, R. R., & Suryawan, I. N. (2020). The influence of brand awareness, brand image, and brand trust on brand loyalty. Jurnal Manajemen, 24(3), 412-426. https://doi.org/10.24912/jm.v24i3.676

    Bhuiyan, M. R. I. (2023). The challenges and opportunities of post-COVID situation for small and medium enterprises (SMEs) in Bangladesh. PMIS Review, 2(1), 145-163. 10.56567/pmis.v2i1.14

    Bhuiyan, M. R. I. (2024). Examining the digital transformation and digital entrepreneurship: A PRISMA based systematic review. Pakistan Journal of Life and Social Sciences, 22(1), 1136-1150. 10.57239/PJLSS-2024-22.1.0077

    Bhuiyan, M. R. I., Uddin, K. S., & Milon, M. N. U. (2023). Prospective areas of digital economy in the context of ICT usages: An empirical study in Bangladesh. FinTech, 2(3), 641-656. https://doi.org/10.3390/fintech2030035

    Cai, L. A. (2022). Cooperative branding for rural destinations. Annals of tourism research, 29(3), 720-742. https://doi.org/10.1016/S0160-7383(01)00080-9

    Cheung, M. L., Pires, G. D., & Rosenberger III, P. J. (2019). Developing a conceptual model for examining social media marketing effects on brand awareness and brand image. International Journal of Economics and Business Research, 17(3), 243-261. https://doi.org/10.1504/IJEBR.2019.098874

    Chigora, F., Ndlovu, J., & Zvavahera, P. (2021). Zimbabwe tourism destination brand positioning and identity through media: A tourist's perspective. Journal of Sustainable Tourism and Entrepreneurship, 2(3), 133-146. https://doi.org/10.35912/joste.v2i3.669

    Cronbach, L. J. (1951). Coefficient alpha and the internal structure of tests. psychometrika, 16(3), 297-334. https://doi.org/10.1007/BF02310555

    Cruz-Milán, O., & Castillo-Ortiz, I. (2023). Destination brand personality self-congruity and crime perceptions: Effects on travel intentions. Journal of Destination Marketing & Management, 28, 100781. https://doi.org/10.1016/j.jdmm.2023.100781

    Danlami, B. Z., & Gajere, M. C. (2023). Does sustainability matter at tourism sites? Impact of motivation and employee-ambidexterity on employee-innovative-behaviour. Journal of Sustainable Tourism and Entrepreneurship, 4(2), 85-103. https://doi.org/10.35912/joste.v4i2.1770

    Dedeo?lu, B. B., Van Niekerk, M., Küçükergin, K. G., De Martino, M., & Okumu?, F. (2020). Effect of social media sharing on destination brand awareness and destination quality. Journal of Vacation Marketing, 26(1), 33-56. https://doi.org/10.1177/1356766719858644

    Dirsehan, T., & Kurtulu?, S. (2018). Measuring brand image using a cognitive approach: Representing brands as a network in the Turkish airline industry. Journal of Air Transport Management, 67, 85-93. https://doi.org/10.1016/j.jairtraman.2017.11.010

    Ekinci, Y., & Hosany, S. (2016). Destination personality: An application of brand personality to tourism destinations. Journal of Travel Research, 45(2), 127-139. https://doi.org/10.1177/0047287506291603

    Eley, B. (2011). Online marketing inside out: Uitgeverij Thema.

    Florek, M., Insch, A., & Gnoth, J. (2016). City council websites as a means of place brand identity communication. Place Branding, 2, 276-296.

    Gartner, W. C., & Lime, D. W. (2020). The Big Picture: a Synopsis of Contributions International 2000. Trends in Outdoor Recreation, Leisure and Tourism.

    Gebreel, O. S. S., & Shuayb, A. (2022). Contribution of social media platforms in tourism promotion. International Journal of Social Science, Education, Communication and Economics (SINOMICS JOURNAL), 1(2), 189-198. https://doi.org/10.54443/sj.v1i2.19

    Gehrels, S. A., & de Looij, J. (2021). Employer branding: A new approach for the hospitality industry. Research in Hospitality Management, 1(1), 43-52.

    Hankinson, G. (2024). Relational network brands: Towards a conceptual model of place brands. Journal of Vacation Marketing, 10(2), 109-121. https://doi.org/10.1177/135676670401000202

    Hassan, M. K., Bhuiyan, M. B., & Kamruzzaman, M. (2023). Leveraging the tourism sector in Bangladesh by country branding: An exploratory synopsis. Journal of Business, 34(1), 185-202.

    Hossain, M. E., Quaddus, M., & Shanka, T. (2023). A field study of factors and variables regarding tour destination loyalty of Cox's Bazar in Bangladesh. Tourism Analysis, 18(4), 429-442. https://doi.org/10.3727/108354213X13736372326037

    Hsu, C. H., Wolfe, K., & Kang, S. K. (2024). Image assessment for a destination with limited comparative advantages. Tourism Management, 25(1), 121-126. https://doi.org/10.1016/S0261-5177(03)00062-1

    Huang, R., & Sarigöllü, E. (2022). How brand awareness relates to market outcome, brand equity, and the marketing mix. Journal of business research, 65(1), 92-99. https://doi.org/10.1016/j.jbusres.2011.02.003

    Hysa, B., Karasek, A., & Zdonek, I. (2021). Social media usage by different generations as a tool for sustainable tourism marketing in society 5.0 idea. Sustainability, 13(3), 1018. https://doi.org/10.3390/su13031018

    Islam, M. T., & Pamela, K. S. (2015). Destination Image: Identifying Attributes and Obstacles of Tourism places in Bangladesh EUROPEAN ACADEMIC RESEARCH, 3(8).

    Ispas, A., & Saragea, R.-A. (2021). Evaluating the image of tourism destinations. The case of the autonomous community of the Canary Islands. Revista de turism-studii si cercetari in turism(12), 6-12.

    Joachimsthaler, E., & Aaker, D. A. (1997). Building brands without mass media. Harvard business review, 75(1), 39-48.

    Kamble, P., & Sawant, M. (2019). A Study of Stakeholder’s Perception Regarding Destination Branding Strategies of Maharashtra State, India.

    Keller, K. L. (2023). Brand synthesis: The multidimensionality of brand knowledge. Journal of consumer research, 29(4), 595-600. https://doi.org/10.1086/346254

    Khanom, K., Islam, M. T., Hasan, A. A.-T., Sumon, S. M., & Bhuiyan, M. R. I. (2022). Worker satisfaction in health, hygiene and safety measures undertaken by the Readymade garments industry of Bangladesh: A case study on Gazipur. Journal of Business Studies Pabna University of Science and Technology ISSN, 2410-8170.

    Kim, H.-K., & Lee, T. J. (2018). Brand equity of a tourist destination. Sustainability, 10(2), 431. https://doi.org/10.3390/su10020431

    Kobra, M. K., Bhuiyan, K. H., & Zayed, N. M. (2018). Well and woes of tourism promotion in Bangladesh: Investment perspective. Academy of Accounting and Financial Studies Journal, 22(3), 1-8.

    Kumar, M., Townsend, J. D., & Vorhies, D. W. (2015). Enhancing consumers' affection for a brand using product design. Journal of Product Innovation Management, 32(5), 716-730. https://doi.org/10.1111/jpim.12245

    Kuri, B., Islam, S., & Ananya, S. (2020). Tourism Diplomacy: A Feasible Tool of Building Nation's Image through Tourism Resources. A Study on Bangladesh. 12. doi:10.7176/EJBM/12-24-10

    Li, J. (2021). Impact of tourists’ perceived value on brand loyalty: A case study of Xixi National Wetland Park. Asia pacific journal of tourism research, 26(3), 262-276. https://doi.org/10.1080/10941665.2020.1862882

    Liang, S., & Lai, I. (2022). Tea tourism: Designation of origin brand image, destination image, and visit intention. Journal of Vacation Marketing, 29, 135676672210999. doi:10.1177/13567667221099952

    Lin, Y.-H., Lin, F.-J., & Wang, K.-H. (2021). The effect of social mission on service quality and brand image. Journal of business research, 132, 744-752. https://doi.org/10.1016/j.jbusres.2020.10.054

    Malik, M. E., Naeem, B., & Munawar, M. (2022). Brand image: Past, present and future. Journal of Basic and Applied Scientific Research, 2(12), 13069-13075.

    Mangold, W. G., & Faulds, D. J. (2019). Social media: The new hybrid element of the promotion mix. Business horizons, 52(4), 357-365. https://doi.org/10.1016/j.bushor.2009.03.002

    Mansur, S., Saragih, N., Susilawati, S., Yusiatie, U., & Endri, E. (2021). Consumer brand engagement and brand communications on destination brand equity maritine tourism in Indonesia. Journal of Environmental Management and Tourism, 12(4), 1032-1042.

    Maria, S., Pusriadi, T., Hakim, Y. P., & Darma, D. C. (2019). The effect of social media marketing, word of mouth, and effectiveness of advertising on brand awareness and intention to buy. Jurnal Manajemen Indonesia, 19(2), 107-122. https://doi.org/10.25124/jmi.v19i2.2234

    Martin, M., & Nasib, N. (2021). The Effort to Increase Loyalty through Brand Image, Brand Trust, and Satisfaction as Intervening Variables. Society, 9(1), 277-288. https://doi.org/10.33019/society.v9i1.303

    Masum, M. Y., Faruq, M. O., Mia, M. N., & Talukder, M. B. (2024). Implementing Waste Management Solutions in Tourist Destinations.

    Molla, C., Mani, L., Bhuiyan, M. R. I., & Hossain, R. (2023). Examining the Potential Usages, Features, and Challenges of Using ChatGPT Technology: A PRISMA-Based Systematic. Migration Letters, 20(S9), 927-945. 10.59670/ml.v20iS9.4918

    Morgan, N. J., Pritchard, A., & Piggott, R. (2023). Destination branding and the role of the stakeholders: The case of New Zealand. Journal of Vacation Marketing, 9(3), 285-299. https://doi.org/10.1177/135676670300900307

    Mulyani, O., & Hermina, N. (2023). The Influence of Digital Marketing and Brand Awareness on Increasing Brand Image and its Impact on Purchasing Decisions. Prisma Sains: Jurnal Pengkajian Ilmu dan Pembelajaran Matematika dan IPA IKIP Mataram, 11(1), 132-145. https://doi.org/10.33394/j-ps.v11i1.6594

    Mvondo, G. F. N., Jing, F., Hussain, K., Jin, S., & Raza, M. A. (2022). Impact of international tourists’ co-creation experience on Brand Trust, brand passion, and brand evangelism. Frontiers in Psychology, 13, 866362. https://doi.org/10.3389/fpsyg.2022.866362

    Nandan, S. (2015). An exploration of the brand identity–brand image linkage: A communications perspective. Journal of brand management, 12, 264-278.

    Nath, T. K., & Alauddin. (2016). Sitakunda Botanical Garden and Eco-park, Chittagong, Bangladesh: Its impacts on a rural community. The International Journal of Biodiversity Science and Management, 2(1), 1-11. https://doi.org/10.1080/17451590609618095

    Nedelea, A. M., Ali, M. B., & Alamgir, M. (2017). Factors behind destination loyalty-a study on tourism destination. Revista de turism-studii si cercetari in turism(23).

    Nunnally, J. C., & Bernstein, I. H. (1994). The Assessment of Reliability. Psychometric Theory, 3, 248-292.

    Oh, T. T., Keller, K. L., Neslin, S. A., Reibstein, D. J., & Lehmann, D. R. (2020). The past, present, and future of brand research. Marketing Letters, 31, 151-162.

    Park, S. H. (2019). The antecedents and consequences of brand image: Based on Keller’s customer-based brand equity. The Ohio State University.

    Park, T., Shenoy, R., & Salvendy, G. (2018). Effective advertising on mobile phones: a literature review and presentation of results from 53 case studies. Behaviour & Information Technology, 27(5), 355-373. https://doi.org/10.1080/01449290600958882

    Pranata, S. P., & Sinaga, A. (2023). Analysis of Brand Awareness and Brand Image Strategies on Lake Toba Tourists’ Interest through the F1H20 Power Boat Digital Marketing Strategy in Balige, North Tapanuli. Journal of Business Management and Economic Development, 1(02), 240-249. https://doi.org/10.59653/jbmed.v1i02.137

    Rimadias, S., Alvionita, N., & Amelia, A. P. (2021). Using social media marketing to create brand awareness, brand image, and brand loyalty on tourism sector in Indonesia. The Winners, 22(2), 173-182. https://doi.org/10.21512/tw.v22i2.7597

    Roy, B., & Hoque, R. (2015). Building a strong brand image of Cox’s Bazar as a tourist destination: An empirical analysis on Cox’s Bazar. American Journal of Tourism Management, 4(2), 27-34. 10.5923/j.tourism.20150402.01

    Rudro, A. A. (2022). Top 5 places to visit in Sitakunda. Retrieved from https://www.thedailystar.net/life-living/travel/news/top-5-places-visit-sitakunda-3146841

    Sallam, M. A. (2016). The impact of brand image and corporate branding on consumer’s choice: The role of brand equity. International Journal of Marketing Studies, 8(1), 98. http://dx.doi.org/10.5539/ijms.v8n1p98

    Sarker, S. (2014). Competitive marketing strategies for tourism industry in the light of ‘‘Vision 2021’’of Bangladesh. European Journal of Business and Management, 6(4), 210-220.

    Siddique, S. (2019). Branding Bangladesh as a tourist destination: An empirical study. Fareast International University Journal, 81.

    Tarigan, M. I., Lubis, A. N., Rini, E. S., & Sembiring, B. K. F. (2023). Antecedents of destination brand experience. Journal of Sustainable Tourism and Entrepreneurship, 4(2), 131-141. https://doi.org/10.35912/joste.v4i2.428

    Uddin, K., Bhuiyan, M. R. I., & Hamid, M. (2024). Perception towards the Acceptance of Digital Health Services among the People of Bangladesh. WSEAS Transactions on Business and Economics, 21, 1557-1570. 10.37394/23207.2024.21.127

    Walewangko, J. A., Mandagi, D. W., & Indrajit, I. (2024). Turning Shoppers Into Buyers: How Brand Gestalt Drives Purchase Intention. Studi Ilmu Manajemen dan Organisasi, 5(1), 77-90. https://doi.org/10.35912/simo.v5i1.3112

    Wisker, Z. L., Kadirov, D., & Nizar, J. (2023). Marketing a destination brand image to Muslim tourists: Does accessibility to cultural needs matter in developing brand loyalty? Journal of Hospitality & Tourism Research, 47(1), 84-105. https://doi.org/10.1177/1096348020963663

    Wu, C. S., & Chen, T.-T. (2019). Building brand's value: Research on brand image, personality and identification. International Journal of Management, Economics and Social Sciences (IJMESS), 8(4), 299-318. 10.32327/IJMESS/8.4.2019.19

    Yuliastuti, H., Kamsariaty, K., Istiqaroh, C. R., Mastuti, D. N., Yosepha, S. Y., Irmadiani, N. D., & Suryawan, R. F. (2024). Exploring the potential: Small-scale tourism entrepreneurship in emerging markets. Journal of Sustainable Tourism and Entrepreneurship, 6(1), 31-43. https://doi.org/10.35912/joste.v6i1.2081

    Zia, A., Younus, S., & Mirza, F. (2021). Investigating the impact of brand image and brand loyalty on brand equity: the mediating role of brand awareness. International Journal of Innovation, Creativity and Change, 15(2), 1091-1106.

  1. Absah, Y., Yuliaty, T., & Anuar, N. A. M. (2024). The Role of Brand Image and Facilities and Services in Halal Tourism and the Accessibility of Islamic Cultural Needs to Enhance Tourist Satisfaction and Halal Tourism Economic Growth in Malaysia and Indonesia. Cuadernos de Economía, 47(134), 1-9.
  2. Ahmed, F., Azam, M. S., & Bose, T. K. (2020). Factors affecting the selection of tour destination in Bangladesh: An empirical analysis. International journal of business and management, 5(3), 52.
  3. Akhter, R. (2017). An empirical study on Bandarban, Bangladesh: integrating destination branding and supply chain management opportunities. International Journal of Supply Chain Management, 6(4), 191-198. https://doi.org/10.59160/ijscm.v6i4.1668
  4. Almeida-García, F., Domígunez-Azcue, J., Mercadé-Melé, P., & Pérez-Tapia, G. (2020). Can a destination really change its image? The roles of information sources, motivations, and visits. Tourism Management Perspectives, 34, 100662. https://doi.org/10.1016/j.tmp.2020.100662
  5. Amara, D. (2017). Events tourism: A potential to build a tourist destination branding: the case of cultural events in Egypt. International Journal of Heritage, Tourism and Hospitality, 11(2), 1-12. 10.21608/ijhth.2017.30197
  6. Amron, A. (2018). The influence of brand image, brand trust, product quality, and price on the consumer’s buying decision of MPV cars. European Scientific Journal, ESJ, 14(13), 228. https://doi.org/10.19044/esj.2018.v14n13p228
  7. Armutcu, B., Tan, A., Amponsah, M., Parida, S., & Ramkissoon, H. (2023). Tourist behaviour: The role of digital marketing and social media. Acta psychologica, 240, 104025. https://doi.org/10.1016/j.actpsy.2023.104025
  8. Bappy, T. A. (2019). Assessing the Relationship Between Destination Image and Tourists’ Loyalty Towards the Amusement Parks of Bangladesh: The Mediating Role of Tourists’ Satisfaction and Moderating Role of Past Experience.
  9. Bernarto, I., Berlianto, M. P., Meilani, Y. F. C. P., Masman, R. R., & Suryawan, I. N. (2020). The influence of brand awareness, brand image, and brand trust on brand loyalty. Jurnal Manajemen, 24(3), 412-426. https://doi.org/10.24912/jm.v24i3.676
  10. Bhuiyan, M. R. I. (2023). The challenges and opportunities of post-COVID situation for small and medium enterprises (SMEs) in Bangladesh. PMIS Review, 2(1), 145-163. 10.56567/pmis.v2i1.14
  11. Bhuiyan, M. R. I. (2024). Examining the digital transformation and digital entrepreneurship: A PRISMA based systematic review. Pakistan Journal of Life and Social Sciences, 22(1), 1136-1150. 10.57239/PJLSS-2024-22.1.0077
  12. Bhuiyan, M. R. I., Uddin, K. S., & Milon, M. N. U. (2023). Prospective areas of digital economy in the context of ICT usages: An empirical study in Bangladesh. FinTech, 2(3), 641-656. https://doi.org/10.3390/fintech2030035
  13. Cai, L. A. (2022). Cooperative branding for rural destinations. Annals of tourism research, 29(3), 720-742. https://doi.org/10.1016/S0160-7383(01)00080-9
  14. Cheung, M. L., Pires, G. D., & Rosenberger III, P. J. (2019). Developing a conceptual model for examining social media marketing effects on brand awareness and brand image. International Journal of Economics and Business Research, 17(3), 243-261. https://doi.org/10.1504/IJEBR.2019.098874
  15. Chigora, F., Ndlovu, J., & Zvavahera, P. (2021). Zimbabwe tourism destination brand positioning and identity through media: A tourist's perspective. Journal of Sustainable Tourism and Entrepreneurship, 2(3), 133-146. https://doi.org/10.35912/joste.v2i3.669
  16. Cronbach, L. J. (1951). Coefficient alpha and the internal structure of tests. psychometrika, 16(3), 297-334. https://doi.org/10.1007/BF02310555
  17. Cruz-Milán, O., & Castillo-Ortiz, I. (2023). Destination brand personality self-congruity and crime perceptions: Effects on travel intentions. Journal of Destination Marketing & Management, 28, 100781. https://doi.org/10.1016/j.jdmm.2023.100781
  18. Danlami, B. Z., & Gajere, M. C. (2023). Does sustainability matter at tourism sites? Impact of motivation and employee-ambidexterity on employee-innovative-behaviour. Journal of Sustainable Tourism and Entrepreneurship, 4(2), 85-103. https://doi.org/10.35912/joste.v4i2.1770
  19. Dedeo?lu, B. B., Van Niekerk, M., Küçükergin, K. G., De Martino, M., & Okumu?, F. (2020). Effect of social media sharing on destination brand awareness and destination quality. Journal of Vacation Marketing, 26(1), 33-56. https://doi.org/10.1177/1356766719858644
  20. Dirsehan, T., & Kurtulu?, S. (2018). Measuring brand image using a cognitive approach: Representing brands as a network in the Turkish airline industry. Journal of Air Transport Management, 67, 85-93. https://doi.org/10.1016/j.jairtraman.2017.11.010
  21. Ekinci, Y., & Hosany, S. (2016). Destination personality: An application of brand personality to tourism destinations. Journal of Travel Research, 45(2), 127-139. https://doi.org/10.1177/0047287506291603
  22. Eley, B. (2011). Online marketing inside out: Uitgeverij Thema.
  23. Florek, M., Insch, A., & Gnoth, J. (2016). City council websites as a means of place brand identity communication. Place Branding, 2, 276-296.
  24. Gartner, W. C., & Lime, D. W. (2020). The Big Picture: a Synopsis of Contributions International 2000. Trends in Outdoor Recreation, Leisure and Tourism.
  25. Gebreel, O. S. S., & Shuayb, A. (2022). Contribution of social media platforms in tourism promotion. International Journal of Social Science, Education, Communication and Economics (SINOMICS JOURNAL), 1(2), 189-198. https://doi.org/10.54443/sj.v1i2.19
  26. Gehrels, S. A., & de Looij, J. (2021). Employer branding: A new approach for the hospitality industry. Research in Hospitality Management, 1(1), 43-52.
  27. Hankinson, G. (2024). Relational network brands: Towards a conceptual model of place brands. Journal of Vacation Marketing, 10(2), 109-121. https://doi.org/10.1177/135676670401000202
  28. Hassan, M. K., Bhuiyan, M. B., & Kamruzzaman, M. (2023). Leveraging the tourism sector in Bangladesh by country branding: An exploratory synopsis. Journal of Business, 34(1), 185-202.
  29. Hossain, M. E., Quaddus, M., & Shanka, T. (2023). A field study of factors and variables regarding tour destination loyalty of Cox's Bazar in Bangladesh. Tourism Analysis, 18(4), 429-442. https://doi.org/10.3727/108354213X13736372326037
  30. Hsu, C. H., Wolfe, K., & Kang, S. K. (2024). Image assessment for a destination with limited comparative advantages. Tourism Management, 25(1), 121-126. https://doi.org/10.1016/S0261-5177(03)00062-1
  31. Huang, R., & Sarigöllü, E. (2022). How brand awareness relates to market outcome, brand equity, and the marketing mix. Journal of business research, 65(1), 92-99. https://doi.org/10.1016/j.jbusres.2011.02.003
  32. Hysa, B., Karasek, A., & Zdonek, I. (2021). Social media usage by different generations as a tool for sustainable tourism marketing in society 5.0 idea. Sustainability, 13(3), 1018. https://doi.org/10.3390/su13031018
  33. Islam, M. T., & Pamela, K. S. (2015). Destination Image: Identifying Attributes and Obstacles of Tourism places in Bangladesh EUROPEAN ACADEMIC RESEARCH, 3(8).
  34. Ispas, A., & Saragea, R.-A. (2021). Evaluating the image of tourism destinations. The case of the autonomous community of the Canary Islands. Revista de turism-studii si cercetari in turism(12), 6-12.
  35. Joachimsthaler, E., & Aaker, D. A. (1997). Building brands without mass media. Harvard business review, 75(1), 39-48.
  36. Kamble, P., & Sawant, M. (2019). A Study of Stakeholder’s Perception Regarding Destination Branding Strategies of Maharashtra State, India.
  37. Keller, K. L. (2023). Brand synthesis: The multidimensionality of brand knowledge. Journal of consumer research, 29(4), 595-600. https://doi.org/10.1086/346254
  38. Khanom, K., Islam, M. T., Hasan, A. A.-T., Sumon, S. M., & Bhuiyan, M. R. I. (2022). Worker satisfaction in health, hygiene and safety measures undertaken by the Readymade garments industry of Bangladesh: A case study on Gazipur. Journal of Business Studies Pabna University of Science and Technology ISSN, 2410-8170.
  39. Kim, H.-K., & Lee, T. J. (2018). Brand equity of a tourist destination. Sustainability, 10(2), 431. https://doi.org/10.3390/su10020431
  40. Kobra, M. K., Bhuiyan, K. H., & Zayed, N. M. (2018). Well and woes of tourism promotion in Bangladesh: Investment perspective. Academy of Accounting and Financial Studies Journal, 22(3), 1-8.
  41. Kumar, M., Townsend, J. D., & Vorhies, D. W. (2015). Enhancing consumers' affection for a brand using product design. Journal of Product Innovation Management, 32(5), 716-730. https://doi.org/10.1111/jpim.12245
  42. Kuri, B., Islam, S., & Ananya, S. (2020). Tourism Diplomacy: A Feasible Tool of Building Nation's Image through Tourism Resources. A Study on Bangladesh. 12. doi:10.7176/EJBM/12-24-10
  43. Li, J. (2021). Impact of tourists’ perceived value on brand loyalty: A case study of Xixi National Wetland Park. Asia pacific journal of tourism research, 26(3), 262-276. https://doi.org/10.1080/10941665.2020.1862882
  44. Liang, S., & Lai, I. (2022). Tea tourism: Designation of origin brand image, destination image, and visit intention. Journal of Vacation Marketing, 29, 135676672210999. doi:10.1177/13567667221099952
  45. Lin, Y.-H., Lin, F.-J., & Wang, K.-H. (2021). The effect of social mission on service quality and brand image. Journal of business research, 132, 744-752. https://doi.org/10.1016/j.jbusres.2020.10.054
  46. Malik, M. E., Naeem, B., & Munawar, M. (2022). Brand image: Past, present and future. Journal of Basic and Applied Scientific Research, 2(12), 13069-13075.
  47. Mangold, W. G., & Faulds, D. J. (2019). Social media: The new hybrid element of the promotion mix. Business horizons, 52(4), 357-365. https://doi.org/10.1016/j.bushor.2009.03.002
  48. Mansur, S., Saragih, N., Susilawati, S., Yusiatie, U., & Endri, E. (2021). Consumer brand engagement and brand communications on destination brand equity maritine tourism in Indonesia. Journal of Environmental Management and Tourism, 12(4), 1032-1042.
  49. Maria, S., Pusriadi, T., Hakim, Y. P., & Darma, D. C. (2019). The effect of social media marketing, word of mouth, and effectiveness of advertising on brand awareness and intention to buy. Jurnal Manajemen Indonesia, 19(2), 107-122. https://doi.org/10.25124/jmi.v19i2.2234
  50. Martin, M., & Nasib, N. (2021). The Effort to Increase Loyalty through Brand Image, Brand Trust, and Satisfaction as Intervening Variables. Society, 9(1), 277-288. https://doi.org/10.33019/society.v9i1.303
  51. Masum, M. Y., Faruq, M. O., Mia, M. N., & Talukder, M. B. (2024). Implementing Waste Management Solutions in Tourist Destinations.
  52. Molla, C., Mani, L., Bhuiyan, M. R. I., & Hossain, R. (2023). Examining the Potential Usages, Features, and Challenges of Using ChatGPT Technology: A PRISMA-Based Systematic. Migration Letters, 20(S9), 927-945. 10.59670/ml.v20iS9.4918
  53. Morgan, N. J., Pritchard, A., & Piggott, R. (2023). Destination branding and the role of the stakeholders: The case of New Zealand. Journal of Vacation Marketing, 9(3), 285-299. https://doi.org/10.1177/135676670300900307
  54. Mulyani, O., & Hermina, N. (2023). The Influence of Digital Marketing and Brand Awareness on Increasing Brand Image and its Impact on Purchasing Decisions. Prisma Sains: Jurnal Pengkajian Ilmu dan Pembelajaran Matematika dan IPA IKIP Mataram, 11(1), 132-145. https://doi.org/10.33394/j-ps.v11i1.6594
  55. Mvondo, G. F. N., Jing, F., Hussain, K., Jin, S., & Raza, M. A. (2022). Impact of international tourists’ co-creation experience on Brand Trust, brand passion, and brand evangelism. Frontiers in Psychology, 13, 866362. https://doi.org/10.3389/fpsyg.2022.866362
  56. Nandan, S. (2015). An exploration of the brand identity–brand image linkage: A communications perspective. Journal of brand management, 12, 264-278.
  57. Nath, T. K., & Alauddin. (2016). Sitakunda Botanical Garden and Eco-park, Chittagong, Bangladesh: Its impacts on a rural community. The International Journal of Biodiversity Science and Management, 2(1), 1-11. https://doi.org/10.1080/17451590609618095
  58. Nedelea, A. M., Ali, M. B., & Alamgir, M. (2017). Factors behind destination loyalty-a study on tourism destination. Revista de turism-studii si cercetari in turism(23).
  59. Nunnally, J. C., & Bernstein, I. H. (1994). The Assessment of Reliability. Psychometric Theory, 3, 248-292.
  60. Oh, T. T., Keller, K. L., Neslin, S. A., Reibstein, D. J., & Lehmann, D. R. (2020). The past, present, and future of brand research. Marketing Letters, 31, 151-162.
  61. Park, S. H. (2019). The antecedents and consequences of brand image: Based on Keller’s customer-based brand equity. The Ohio State University.
  62. Park, T., Shenoy, R., & Salvendy, G. (2018). Effective advertising on mobile phones: a literature review and presentation of results from 53 case studies. Behaviour & Information Technology, 27(5), 355-373. https://doi.org/10.1080/01449290600958882
  63. Pranata, S. P., & Sinaga, A. (2023). Analysis of Brand Awareness and Brand Image Strategies on Lake Toba Tourists’ Interest through the F1H20 Power Boat Digital Marketing Strategy in Balige, North Tapanuli. Journal of Business Management and Economic Development, 1(02), 240-249. https://doi.org/10.59653/jbmed.v1i02.137
  64. Rimadias, S., Alvionita, N., & Amelia, A. P. (2021). Using social media marketing to create brand awareness, brand image, and brand loyalty on tourism sector in Indonesia. The Winners, 22(2), 173-182. https://doi.org/10.21512/tw.v22i2.7597
  65. Roy, B., & Hoque, R. (2015). Building a strong brand image of Cox’s Bazar as a tourist destination: An empirical analysis on Cox’s Bazar. American Journal of Tourism Management, 4(2), 27-34. 10.5923/j.tourism.20150402.01
  66. Rudro, A. A. (2022). Top 5 places to visit in Sitakunda. Retrieved from https://www.thedailystar.net/life-living/travel/news/top-5-places-visit-sitakunda-3146841
  67. Sallam, M. A. (2016). The impact of brand image and corporate branding on consumer’s choice: The role of brand equity. International Journal of Marketing Studies, 8(1), 98. http://dx.doi.org/10.5539/ijms.v8n1p98
  68. Sarker, S. (2014). Competitive marketing strategies for tourism industry in the light of ‘‘Vision 2021’’of Bangladesh. European Journal of Business and Management, 6(4), 210-220.
  69. Siddique, S. (2019). Branding Bangladesh as a tourist destination: An empirical study. Fareast International University Journal, 81.
  70. Tarigan, M. I., Lubis, A. N., Rini, E. S., & Sembiring, B. K. F. (2023). Antecedents of destination brand experience. Journal of Sustainable Tourism and Entrepreneurship, 4(2), 131-141. https://doi.org/10.35912/joste.v4i2.428
  71. Uddin, K., Bhuiyan, M. R. I., & Hamid, M. (2024). Perception towards the Acceptance of Digital Health Services among the People of Bangladesh. WSEAS Transactions on Business and Economics, 21, 1557-1570. 10.37394/23207.2024.21.127
  72. Walewangko, J. A., Mandagi, D. W., & Indrajit, I. (2024). Turning Shoppers Into Buyers: How Brand Gestalt Drives Purchase Intention. Studi Ilmu Manajemen dan Organisasi, 5(1), 77-90. https://doi.org/10.35912/simo.v5i1.3112
  73. Wisker, Z. L., Kadirov, D., & Nizar, J. (2023). Marketing a destination brand image to Muslim tourists: Does accessibility to cultural needs matter in developing brand loyalty? Journal of Hospitality & Tourism Research, 47(1), 84-105. https://doi.org/10.1177/1096348020963663
  74. Wu, C. S., & Chen, T.-T. (2019). Building brand's value: Research on brand image, personality and identification. International Journal of Management, Economics and Social Sciences (IJMESS), 8(4), 299-318. 10.32327/IJMESS/8.4.2019.19
  75. Yuliastuti, H., Kamsariaty, K., Istiqaroh, C. R., Mastuti, D. N., Yosepha, S. Y., Irmadiani, N. D., & Suryawan, R. F. (2024). Exploring the potential: Small-scale tourism entrepreneurship in emerging markets. Journal of Sustainable Tourism and Entrepreneurship, 6(1), 31-43. https://doi.org/10.35912/joste.v6i1.2081
  76. Zia, A., Younus, S., & Mirza, F. (2021). Investigating the impact of brand image and brand loyalty on brand equity: the mediating role of brand awareness. International Journal of Innovation, Creativity and Change, 15(2), 1091-1106.