Product–place image and destination brand equity: special reference to “Kerala is an ayurvedic destination”

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.