Visitor Characteristics and Destination Brand Equity: The Case of Teba Majalangu Agrotourism

¹ Study Program of Agribusiness, Faculty of Agriculture, Udayana University, 80232, Denpasar, Bali, Indonesia
² Study Program of Agricultural Industrial Technology, Faculty of Agricultural Technology, Bukit Jimbaran Campus, Udayana University, 80361 Badung, Bali, Indonesia
³ Center of Excellence for Food Sovereignty, Udayana University, 80232, Denpasar, Bali, Indonesia

Abstract

Tourist perceptions of Destination Brand Equity play a significant role in both the characteristics and segmentation of tourist destinations, as well as in increasing tourist loyalty and revenue generated from these destinations. This study was conducted to examine visitor characteristics and to assess the condition of destination brand equity in TeBa Majalangu. The sample size was 96. The population in this study was TeBa Majalangu visitors. This study was analyzed using both qualitative and quantitative descriptive methods. The research evaluates seven indicators of destination brand equity. The findings reveal that TeBa Majalangu generally has strong brand equity, particularly in terms of price suitability and revisit intention, although improvements are needed in consumer interest and recommendations. These results suggest that enhancing interactive agricultural experiences and promotional strategies could strengthen visitor engagement and advocacy. This study contributes to the destination brand equity literature by emphasizing the importance of integrating agricultural education and experiential elements in developing sustainable agrotourism brands, enhancing visitors' desire to recommend TeBa Majalangu Agrotourism.