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Understanding the impact of culinary brand equity and destination familiarity on travel intentions |
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| Authors: | Jeou-Shyan Horng Chih-Hsing LiuHsin-Yu Chou Chang-Yen Tsai |
| Affiliation: | a Department of Human Development & Family Studies, National Taiwan Normal University, Taiwan, ROC b Graduate Institute of Business Administration, National Taiwan University, Taiwan, ROC c Graduate Institute of Hospitality Management, National Taiwan Normal University, Taiwan, ROC d Department of Hospitality Management, MingDao University, Taiwan, ROC e De Lin Institute of Technology, 1, Ln380, Qing-Yun Rd, Tucheng, New Taipei City 23654, Taiwan, ROC |
| Abstract: | This paper explores determinants of brand equity and the role of destination familiarity for travel intentions in culinary tourism from the perspective of foreign tourists. This analysis advocates four elements for brand equity (brand loyalty, brand image, perceived quality and brand awareness) for culinary travel intentions in Taiwan. Building on extensive literature, this study developed and empirically tested a model of the relationship using survey data collected from 407 foreign tourists from ten regions. The results indicate that there is a direct positive relationship between brand equity and travel intentions in culinary tourism. Moreover, the study recognizes the moderating role of destination familiarity, which positively moderates the effect of brand loyalty and perceived quality on travel intentions. |
| Keywords: | Brand equity Culinary tourism Destination familiar Travel intention |
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