This paper aims to analyze the customer-based brand equity index (CBBE-I) of Tourism Brand Kurukshetra.
Abstract
Purpose
This paper aims to analyze the customer-based brand equity index (CBBE-I) of Tourism Brand Kurukshetra.
Design/methodology/approach
For the purpose of this study, the author uses primary and secondary data on destination attractiveness of Tourism Brand Kurukshetra for a sample of 150 tourists including domestic and international. The study used structural equation modeling and factor weighting methods.
Findings
The research presents an investigation into the destination attractiveness index of Tourism Brand Kurukshetra in an emerging market, i.e. Kurukshetra. Tourism Brand Kurukshetra from the brand equity perspective is an attractive destination.
Practical implications
It suggests that the CBBE index of Kurukshetra ought to analyze a longitudinal study to get the proper image of Kurukshetra from a touristic perspective. It provides long-term attractiveness to enhance tourism.
Originality/value
This is the first brand equity study contributed to branding literature of Tourism Brand Kurukshetra. The index is an accomplished way to present the tourism condition of any destination.
Details
Keywords
Hien Thu Thi Nguyen, Long Thanh Giang and Toan Ngoc Pham
The purpose of this study was to evaluate how higher tax on tobacco would influence output and employment in Vietnam.
Abstract
Purpose
The purpose of this study was to evaluate how higher tax on tobacco would influence output and employment in Vietnam.
Design/methodology/approach
The authors used micro-simulation techniques proposed by Walbeeck (2010). Both national data (from Input–Output Table) and household data (Vietnam Household Living Standard Survey) were utilized.
Findings
The results showed that any increase in the excise tax for tobacco would have positive net impacts on both national output and employment. The tobacco industry would not be significantly affected due to its small contribution to national economy and employment. More importantly, money released from reduced tobacco consumption would be reallocated to other goods and services, and thus outputs and jobs in nontobacco sectors would increase.
Research limitations/implications
The key limitation of this study was due to unavailability of updated data, especially Input–Output Table as well as household living standard survey.
Practical implications
This study concluded that government should increase tax on cigarette along with a well-planned roadmap to avoid unexpected consequences on income and employment of laborers in this sector.
Originality/value
This study replicated a popular approach in order to verify an important government policy (i.e. effect of tax on tobacco on output and employment) under Vietnamese context.