Cinema, Destination Image and Place Branding Cinema, Destination Image & Place Branding - Page 180

CINEMA, DESTINATION IMAGE & PLACE BRANDING ness about Nabari City, the subject of this study, four measurement vari- ables were generated, referring to studies of Yoo and Donthu (2001), Buil et al. (2008), Lee and Back (2008, 2010), Kim et al. (2008), and Boo et al. (2009). The four measurement variables are ‘Good name & reputation’, ‘Very famous’, ‘The characteristics come to my mind quickly’, ‘When I am thinking about tour, this destination comes to my mind immediately’, all of which are designed as 1=Strongly disagree and 7=Strongly agree in Likert 7-point Scale. (3) Destination Uniqueness: Destination uniqueness is defined as “something clearly different from or unique in comparison to other competing destina- tions felt by visitors”, referring to the definition of Netemeyer et al. (2004) regarding brand uniqueness, as mentioned above. Accordingly, from studies of Netemeyer et al. (2004), Kemp et al.(2012), and Hsu et al.(2012), which apply destination uniqueness, a measurement variable in this study, to test the value of destination and hospitality using recent brand theory, four measurement variables are produced: ‘Different from other cities’, ‘Unique in comparison to other cities’, ‘Stands out from other cities’, and ‘Distinct from that of other cities’, all of which are designed as 1=Strongly disagree and 7=Strongly agree in a Likert 7-point Scale. (4) Overall Satisfaction and Destination Loyalty: Overall satisfaction consists of three measurement variables such as ‘(Natural scenery and atmosphere’, ‘Tourist facilities Tourist Information etc.’, and ‘Friendly and helpful local peo- ple’, all of which are designed as 1=Strongly dissatisfaction and 7=Strongly satisfaction in a Likert 7point Scale. Destination loyalty is composed of two measurement variables-‘Revisit intention’ and ‘Recommend intention’, which are designed as 1=Strongly disagree and 7=Strongly agree in a Likert 7-point Scale. 4.2. Research Destination Passive ecotourism destination for this study is Nabari City located in Mie Pre- fecture of Japan. The city is a small city having a population of around 80 thou- sand people, sitting between Osaka and Nagoya. Every year, an estimated 400 thousand tourists (Nabari City, 2014) visit here, and major tourist attraction (The Akame 48 waterfalls, Kaochi valleys, Shorenji Lake etc.) is nature. Most of the visi- 180 return to the content page