THE CAUSAL RELATIONSHIPS BETWEEN COMPONENTS OF CUSTOMER-BASED BRAND EQUITY FOR A DESTINATION: EVIDENCE FROM SOUTH KOREAN TOURISTS IN DANANG CITY, VIETNAM
Journal Title: Asian Economic and Financial Review - Year 2017, Vol 7, Issue 4
Abstract
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.
Authors and Affiliations
Tran Trung Vinh*| University of Economics, The University of Danang, Danang City, Vietnam, Vo Thi Quynh Nga| University of Economics, The University of Danang, Danang City, Vietnam, Nguyen Phuc Nguyen| University of Economics, The University of Danang, Danang City, Vietnam
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