ROLE OF WORD-OF-MOUTH WITHIN THE CBBE COMPONENTS AND BRAND LOYALTY OF ARUGUM BAY AS TOURIST DESTINATION: A STUDY AMONG LOCAL TOURISTS

Abstract

The major objective of the study is to understand the role of word of mouth through brand salience and brand image as customer based brand equity components in the creation of brand loyalty of Arugam Bay as tourist destination among local tourists. Brand salience, brand image are used as independent variables and the brand loyalty is used as dependent variable. A survey questionnaire method was used as data collection technique. Convenient sampling technique was used to draw respondents. 120 respondents were drawn from the visitors at Arugum Bay. Collected data was analyzed using regression and correlations. The mediating role of word of mouth was analyzed using the method suggested by Baron and Kenny (1986). Findings reveals that brand salience and brand image of Arugum bay create the word of mouth among the local tourist visiting Arugum Bay. In the case of mediating role, the word of mouth is well mediating within the brand equity components. Thus, destination marketers need to focus on the brand salience and brand image of Arugum Bay rather than trying to create word of mouth for this destination. Keywords: Brand equity, word of mouth, Arugum Bay, Bran