Customer Based Brand Equity Of Muslim Visitor: The Role Of Marketing Communication From The South Korea Perspective

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Md. Abu Rashel (Ph.D), Professor, Yong Taek Lim (Ph.D)


This research examined both the direct relationship; Traditional channel based marketing communication and modern channel based marketing communication with and Muslim tourism brand equity.There are many Non- Islamic countries with many tourist destinations. It is a common belief that Muslims can get what marketers offer for all, but they feel unsecured to live in religiosity and to satisfy God. So, Muslims may be dissatisfied if tourism offerings are different from Muslimone. Islam is remarkable for its features in controlling Muslim human behavior, so it is thought that almost all of Muslims feel comfort in receiving what is given something Muslim.Integrated marketing communication impacting on Islamic tourism image and equity is important information for tourism practioners, tourism policy makers significant, and tourism researchers. Where AMOS statistical package was suitable to determine the value of different categorical constructed variables and their relationship as independent-dependent-moderating variables.Muslim tourists normally feel complexity in choosing a brand if they do have brand image and brand equity. Moreover, a competition among Islamic countries now appears in Islamic tourism. To differentiate each country’s Islamic tourism offering from others, country branding and industry branding are regarded as a unique way because it provides first positive impression towards the offering of an organization. Marketing communication with Islam is very tricky and risky because inappropriate configuration or wrong message of marketing communication will leads to negative impression rather than positive one. To have a clear understanding over Muslim tourists’ impression and awareness of brand image and brand equity of a country’s and its sub-sectoral Non-Islamic tourism through marketing communication. The Muslim tourism of South Korea was significantly  influenced by modern marketing communication through the sequentially all factors of Non-Islamic country image and Muslim tourism brand image, conventional channel based marketing communication, significant effects on Muslim tourism brand image, Non-Islamic country image, and even on Muslimtourism brand equity; as for the moderation of gender, communication effect on male international Muslim tourist is significantly different from the  female counterpart in the path between  modern channel based marketing communication and Muslimtourism brand Image.


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