The moderating effects of three reference groups on Asian pleasure travelers’ destination value |
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| Authors: | Miyoung Kim Hailin Qu |
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| Institution: | 1. Department of Convention, Exhibition, and Event Management, The Sun Yat-Sen University, No. 407, School of Tourism Management, Zhuhai Campus, Tangjia Bay, Zhuhai, Guangdong 519082, P.R. China;2. College of Human Environmental Sciences, School of Hotel and Restaurant Administration, The Oklahoma State University, 148 Human Environmental Sciences-West, Stillwater, OK 74078-6173;3. Business School, The Sun Yat-Sen University, No. 135, Xingang Xi Road, Guangzhou, 510275, P. R. China;4. School of Management, Xiamen University, Baoxinliying Building, Xiamen, 361005, P. R. China |
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| Abstract: | This study explores how the destination brand equity paradigm of Asian pleasure travelers may vary according to their level of susceptibility to the three types of reference group influences (i.e. informational, utilitarian, and value-expressive) by adapting destination awareness, image, quality, and value as a theoretical background. The results indicate that the positive effects of destination awareness, image, and quality on travelers’ destination value are moderated by informational and utilitarian reference group influences, but not by value-expressive reference group influence. This study provides both theoretical and practical implications by testing the moderating effects of three types of reference group influences. |
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| Keywords: | Reference group influences customer-based brand equity CBBE Asian pleasure travelers |
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