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Exploring Relationships between Mongolian Destination Brand Equity, Satisfaction and Destination Loyalty

Author

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  • Ching-Fu Chen

    (Department of Transportation and Communication Management Science, National Cheng Kung University, 1 University Road, Tainan 701, Taiwan)

  • Odonchimeg Myagmarsuren

    (Institute of International Management and Business Administration (IIMBA), National Cheng Kung University, Tainan, Taiwan)

Abstract

There has been growing interest among researchers in the concept of the customer-based brand equity (CBBE) model that is widely applied in marketing research. Viewing a tourist destination as a brand, the CBBE model has been applied recently to tourism studies and incorporates the notions of perceptual brand equity and behavioural brand equity from the marketing literature. This study proposes the destination brand equity model by incorporating various antecedents, including perceived service quality, destination awareness and destination image as the perceptual brand equity, and destination loyalty as the behavioural brand equity. A relationship model between perceptual brand equity components, tourist satisfaction and destination loyalty is constructed and applied to Mongolia as a tourist destination. The study's results in general confirm the causal relationship between perceptual brand equity and behavioural brand equity. More specifically, a relationship path is identified: destination awareness → destination image → perceived quality → satisfaction → destination loyalty. The empirical implications are discussed, as is the value of the approach for destination marketers.

Suggested Citation

  • Ching-Fu Chen & Odonchimeg Myagmarsuren, 2010. "Exploring Relationships between Mongolian Destination Brand Equity, Satisfaction and Destination Loyalty," Tourism Economics, , vol. 16(4), pages 981-994, December.
    • Handle: RePEc:sae:toueco:v:16:y:2010:i:4:p:981-994
    DOI: 10.5367/te.2010.0004
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    Citations

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    Cited by:

    1. Kheiri Bahram & Lajevardi Masoud & Golmaghani Mehdi Mohsenipoor & Fakharmanesh Sina & Mousavi Seyyedeh Sahar, 2016. "Destination brand equity in tourism context: evidence on Iran," European Journal of Tourism, Hospitality and Recreation, Sciendo, vol. 7(3), pages 176-187, December.
    2. Bianchi, Constanza & Pike, Steven & Lings, Ian, 2014. "Investigating attitudes towards three South American destinations in an emerging long haul market using a model of consumer-based brand equity (CBBE)," Tourism Management, Elsevier, vol. 42(C), pages 215-223.
    3. Pike, Steven & Page, Stephen J., 2014. "Destination Marketing Organizations and destination marketing: A narrative analysis of the literature," Tourism Management, Elsevier, vol. 41(C), pages 202-227.
    4. Nan Chen & Yahui Wang & Jiaqi Li & Yuqian Wei & Qing Yuan, 2020. "Examining Structural Relationships among Night Tourism Experience, Lovemarks, Brand Satisfaction, and Brand Loyalty on “Cultural Heritage Night” in South Korea," Sustainability, MDPI, vol. 12(17), pages 1-23, August.
    5. Adeela Saleemi & Tahira Batool, 2023. "Destination Brand Equity of UNESCO Heritage Sites: Evidence from Emerging Economies," Journal of Policy Research (JPR), Research Foundation for Humanity (RFH), vol. 9(1), pages 98-112, March.
    6. Yanting Cai & Gang Li & Chang Liu & Long Wen, 2022. "Post-pandemic dark tourism in former epicenters," Tourism Economics, , vol. 28(1), pages 175-199, February.
    7. Andrea Moretta Tartaglione & Ylenia Cavacece & Giuseppe Russo & Giuseppe Granata, 2019. "A Systematic Mapping Study on Customer Loyalty and Brand Management," Administrative Sciences, MDPI, vol. 9(1), pages 1-21, January.
    8. Kuo-Yan Wang, 2022. "Sustainable Tourism Development Based upon Visitors’ Brand Trust: A Case of “100 Religious Attractions”," Sustainability, MDPI, vol. 14(4), pages 1-30, February.
    9. Frías-Jamilena, Dolores M. & Sabiote-Ortiz, Carmen M. & Martín-Santana, Josefa D. & Beerli-Palacio, Asunción, 2018. "The effect of Cultural Intelligence on consumer-based destination brand equity," Annals of Tourism Research, Elsevier, vol. 72(C), pages 22-36.
    10. Yuzong Zhao & Xiaotian Cui & Yongrui Guo, 2022. "Residents’ Engagement Behavior in Destination Branding," Sustainability, MDPI, vol. 14(10), pages 1-15, May.
    11. Pan, Xiaofeng & Liu, Shaobo, 2022. "Modeling travel choice behavior with the concept of image: A case study of college students’ choice of homecoming train trips during the Spring Festival travel rush in China," Transportation Research Part A: Policy and Practice, Elsevier, vol. 155(C), pages 247-258.
    12. Munazza Saeed & Imran Shafique, 2020. "Customer-based brand equity and destination visit behaviour in the tourism industry: the contingent role of social media," Quality & Quantity: International Journal of Methodology, Springer, vol. 54(5), pages 1491-1512, December.

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