Tran, Trung Vinh
[Verfasser:in]
;
Quynh Nga, Vo Thi
[Sonstige Person, Familie und Körperschaft];
Phuc Nguyen, Nguyen
[Sonstige Person, Familie und Körperschaft]
The Causal Relationships between Components of Customer-Based Brand Equity for a Destination
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Medientyp:
E-Book
Titel:
The Causal Relationships between Components of Customer-Based Brand Equity for a Destination
:
Evidence from South Korean Tourists in Danang City, Vietnam
Anmerkungen:
In: Asian Economic and Financial Review, Vol. 7(4), 358-367
Nach Informationen von SSRN wurde die ursprüngliche Fassung des Dokuments January 1, 2017 erstellt
Beschreibung:
The main purpose of this study is to examine the causal relationships between components of customer-based brand equity for a tourist destination. We have collected data from 252 South Korean tourists in Danang City and tested some hypotheses by applying structural equation modeling (SEM). Results show that: (1) destination brand awareness has a significant and positive effect on destination brand image, but not on destination perceived quality and destination brand loyalty; (2) destination brand image has positive and direct influences on destination perceived quality and destination brand loyalty; and (3) destination perceived quality has significant positive impacts on destination brand loyalty. Lastly, these findings have managerial implications for decision makers