Empirical Evidence of Demographic Characteristics Toward Destination Brand Equity of Hua Hin, Thailand

Abstract

The objectives of this quantitative research were to examine how the variation of demographic characteristics of Thai tourists influences destination brand equity toward Hua Hin destination.                 The research sample consisted of 400 Thai tourists who had visited Hua Hin destination, obtained by the convenience sampling method. The research instrument was a questionnaire comprising four parts, namely, demographic characteristics, top of mind attraction awareness, brand equity element, and suggestions. Statistics used for data analysis were the percentage, mean, standard deviation,      t-test, one-way ANOVA, and Scheffe’s method for pair-wise comparison. The .05 level of statistical significance was pre-determined for hypothesis testing. The results of analyzing the demographic characteristics influencing brand equity factors on tourism destinations indicated that the educational level, residential region and average income per month had an impact on destination brand equity. Therefore, the analysis result confirms that the demographic characteristics of tourists can be the marketing data for creating the marketing strategy and brand strategy to enhance image and reputation for the accurate segmentation, target, and position.