Examining the Relationships of Destination Brand Equity and Destination Familiarity on Travel Intention

• Main Authors: NGUYEN MINH HUAN, 阮明勳
• Other Authors: CHI, HSIN-KUANG
• Format: Others
• Language: en_US
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/9r5mmx

博士 === 南華大學 === 企業管理學系管理科學碩博士班 === 107 === 　　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.