Purpose

This paper aims to analyse the relationship between the image of a tourism product and destination brand equity in the context of Kerala's Ayurveda. The study also examined the influence of destination image (DI) and hospital brand image (HBI) and the mediating role of total experience (TEX).

Design/methodology/approach

The research analysed 342 primary data from Ayurvedic tourists who visited Kerala for the treatment.

Findings

Results show that product–place image (PPI) and DI significantly influence the brand equity, but the HBI is insignificant towards the brand equity. Even though HBI does not directly influence Kerala's brand equity, it has a strong relationship through TEX (mediating variable).

Practical implications

This study can be implemented by destination marketing organization and tourism authorities while making strategic decisions and plans for the image creation of a tourist place.

Originality/value

People perceive some products from a particular place as having superior quality and uniqueness. As far as a tourist destination is concerned, a “tourism product” associated with the destination will also uplift its popularity. The study has investigated the image of this “product–place” combination in medical tourism.

中文翻译：

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产品地点形象和目的地品牌资产：特别提到“喀拉拉邦是阿育吠陀目的地”

目的

本文旨在分析喀拉拉邦阿育吠陀背景下旅游产品形象与目的地品牌资产之间的关系。该研究还考察了目的地形象（DI）和医院品牌形象（HBI）的影响以及总体验（TEX）的中介作用。

设计/方法/方法

该研究分析了访问喀拉拉邦接受治疗的阿育吠陀游客的 342 份原始数据。

发现

结果表明，产品位置形象（PPI）和DI显着影响品牌资产，但HBI对品牌资产不显着。尽管 HBI 不直接影响喀拉拉邦的品牌资产，但它通过 TEX（中介变量）具有很强的关系。

实际影响

这项研究可以由目的地营销组织和旅游当局实施，同时为旅游场所的形象创造做出战略决策和计划。

原创性/价值

人们认为来自特定地方的某些产品具有卓越的品质和独特性。就旅游目的地而言，与目的地相关的“旅游产品”也将提升其知名度。该研究调查了这种“产品-地点”组合在医疗旅游中的形象。