Elements of destination brand equity and destination familiarity regarding travel intention |
| |
| Affiliation: | 1. Ph.D. Student, Department of Business Administration, Nanhua University, Taiwan;2. Faculty of Social Sciences and Humanities, Ton Duc Thang University, Vietnam;1. Department of Marketing, University of Castilla-La Mancha, Cobertizo San Pedro Mártir s/n, 45071 Toledo, Spain;2. Universidad Autónoma de Chile, Santiago, Chile;3. Plymouth Business School, Plymouth University, Plymouth, UK;1. University of Winchester Business School, United Kingdom;2. University of Perpignan, France;3. University of Sunderland, United Kingdom;4. University of Tours, France;5. ESC Pau, France;1. Washington State University, Carson College of Business, School of Hospitality Business Management, 340G Todd Hall, PO Box 644736, Pullman, WA, USA;2. School of Tourism & Hospitality, University of Johannesburg, South Africa;3. University of Sassari & CRENoS, Sassari, Italy;4. Department of Tourism Management, School of History, Culture and Tourism, Heilongjiang University, Harbin 150080, China;1. University of Granada, Spain;2. University of the Palmas de Gran Canaria, Spain |
| |
| Abstract: | In a highly competitive market, marketing staff are always looking for solutions to strengthen what can be called their destination values (unique place, services, and human resources, etc.). They do this by concentrating on vital factors which can enhance their brand equity. Nevertheless, there is a shortage of studies about how destination brand evaluations are related to visitor appraisals. Using the opinions of 531 foreign tourists visiting a destination in Vietnam and a partial least squares (PLS) approach, this study examines four elements of destination brand equity (perceived quality, loyalty, awareness, image) regarding travel intentions and the moderating effect of destination familiarity. Results revealed that brand equity is positively related to travel intentions. Additionally, destination familiarity has positive moderating effects on destination awareness and perceived quality of travel intentions. This study offers some managerial insights into the effective building of destination brand equity. |
| |
| Keywords: | Destination brand equity Travel intention Destination familiarity Destination awareness Perceived quality Destination image |
| 本文献已被 ScienceDirect 等数据库收录！ |
|
