IDEAS home Printed from https://ideas.repec.org/a/spr/qualqt/v54y2020i5d10.1007_s11135-019-00898-2.html
   My bibliography  Save this article

Customer-based brand equity and destination visit behaviour in the tourism industry: the contingent role of social media

Author

Listed:
  • Munazza Saeed

    (National University of Computer and Emerging Sciences, CFD Campus)

  • Imran Shafique

    (COMSATS University Islamabad, Lahore Campus)

Abstract

This study aims to examine the role of customer-based brand equity (CBBE) in relation to the intention to select a destination as a tourist destination with the moderating role of social media among international tourists. Data were collected from international tourists through probability sampling. Partial least square-structural equation modelling was employed for data analysis. The findings revealed that social media moderates the relationship between CBBE and the intention to select a destination. This study offers strategic implications for the struggling tourism industry of Pakistan by providing an understanding of international tourists’ intentions regarding Pakistan as their final choice. Social media has an undeniable power which can not only change tourists’ minds but also rebuild or reconstruct the image of the country. The findings can help the travel guides, social media tourist advisors, and especially the tourism industry of Pakistan, to use social media to rebuild the soft image of Pakistan in the mind of tourists. This will not only be helpful in attracting more tourists but will boost the hospitality business in Pakistan and business organizations can obtain the first mover advantage as well. Nevertheless, social media has a wide spectrum for consumers, especially for tourists. The tourism and hospitality industry have been widely influenced by social media but they remain little understood in the context of Pakistan as there some security issues which have damaged this industry completely in Pakistan. This study contributes to the existing literature by exploring the role of social media in reviving tourism in Pakistan.

Suggested Citation

  • 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.
    • Handle: RePEc:spr:qualqt:v:54:y:2020:i:5:d:10.1007_s11135-019-00898-2
    DOI: 10.1007/s11135-019-00898-2
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1007/s11135-019-00898-2
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.
    File URL: https://libkey.io/10.1007/s11135-019-00898-2?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Odin, Yorick & Odin, Nathalie & Valette-Florence, Pierre, 2001. "Conceptual and operational aspects of brand loyalty: an empirical investigation," Journal of Business Research, Elsevier, vol. 53(2), pages 75-84, August.
    2. Petra Zabukovec Baruca & Žana Civre, 2012. "How do guests choose a hotel?," Academica Turistica - Tourism and Innovation Journal, University of Primorska Press, vol. 5(1), pages 75-84.
    3. Ibrahim Bazazo & Tariq Elyas & Loay Awawdeh & Myada Faroun & Sa¡¯ad Qawasmeh, 2017. "The Impact of Islamic Attributes of Destination on Destination Loyalty via the Mediating Effect of Tourist Satisfaction," International Journal of Business Administration, International Journal of Business Administration, Sciedu Press, vol. 8(4), pages 65-78, June.
    4. Hosany, Sameer & Ekinci, Yuksel & Uysal, Muzaffer, 2006. "Destination image and destination personality: An application of branding theories to tourism places," Journal of Business Research, Elsevier, vol. 59(5), pages 638-642, May.
    5. Bagozzi, Richard P. & Yi, Youjae & Nassen, Kent D., 1998. "Representation of measurement error in marketing variables: Review of approaches and extension to three-facet designs," Journal of Econometrics, Elsevier, vol. 89(1-2), pages 393-421, November.
    6. 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.
    7. Ravi Pappu & Pascale G Quester & Ray W Cooksey, 2007. "Country image and consumer-based brand equity: relationships and implications for international marketing," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 38(5), pages 726-745, September.
    8. Belk, Russell W, 1988. "Possessions and the Extended Self," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 15(2), pages 139-168, September.
    9. 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.
    10. Horng, Jeou-Shyan & Liu, Chih-Hsing & Chou, Hsin-Yu & Tsai, Chang-Yen, 2012. "Understanding the impact of culinary brand equity and destination familiarity on travel intentions," Tourism Management, Elsevier, vol. 33(4), pages 815-824.
    11. Wynne W. Chin & Barbara L. Marcolin & Peter R. Newsted, 2003. "A Partial Least Squares Latent Variable Modeling Approach for Measuring Interaction Effects: Results from a Monte Carlo Simulation Study and an Electronic-Mail Emotion/Adoption Study," Information Systems Research, INFORMS, vol. 14(2), pages 189-217, June.
    12. Yoo, Boonghee & Donthu, Naveen, 2001. "Developing and validating a multidimensional consumer-based brand equity scale," Journal of Business Research, Elsevier, vol. 52(1), pages 1-14, April.
    13. 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.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Ishaq, Muhammad Ishtiaq & Hussain, Nazia & Asim, Ali Ijaz & Cheema, Luqman J., 2014. "Valor da marca na indústria hoteleira paquistanesa," RAE - Revista de Administração de Empresas, FGV-EAESP Escola de Administração de Empresas de São Paulo (Brazil), vol. 54(3), May.
    2. Shyh-Ming Huang & Shyh-Rong Fang & Shih-Chieh Fang & Chao-Chin Huang, 2016. "The influences of brand benefits on brand loyalty: Intermediate mechanisms," Australian Journal of Management, Australian School of Business, vol. 41(1), pages 141-160, February.
    3. Molinillo, Sebastian & Liébana-Cabanillas, Francisco & Anaya-Sánchez, Rafael & Buhalis, Dimitrios, 2018. "DMO online platforms: Image and intention to visit," Tourism Management, Elsevier, vol. 65(C), pages 116-130.
    4. Kumar, Ajay & Paul, Justin, 2018. "Mass prestige value and competition between American versus Asian laptop brands in an emerging market—Theory and evidence," International Business Review, Elsevier, vol. 27(5), pages 969-981.
    5. Jiayin Zhang & Min Wang & Yinbin Lin, 2024. "Evaluations of Guangzhou’s brand building through intangible cultural heritage: a brand equity model," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 20(2), pages 119-129, June.
    6. 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.
    7. Rojas-Lamorena, Álvaro J. & Del Barrio-García, Salvador & Alcántara-Pilar, Juan Miguel, 2022. "A review of three decades of academic research on brand equity: A bibliometric approach using co-word analysis and bibliographic coupling," Journal of Business Research, Elsevier, vol. 139(C), pages 1067-1083.
    8. Asli D. A. Tasci, 2020. "Exploring the analytics for linking consumer-based brand equity (CBBE) and financial-based brand equity (FBBE) of destination or place brands," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 16(1), pages 36-59, March.
    9. Chatterjee, Sheshadri & Chaudhuri, Ranjan & Vrontis, Demetris, 2023. "Masstige marketing: An empirical study of consumer perception and product attributes with moderating role of status, emotion, and pride," Journal of Business Research, Elsevier, vol. 155(PA).
    10. Barnes, Stuart J. & Mattsson, Jan & Sørensen, Flemming, 2014. "Destination brand experience and visitor behavior: Testing a scale in the tourism context," Annals of Tourism Research, Elsevier, vol. 48(C), pages 121-139.
    11. Huang, Zhuowei (Joy) & Cai, Liping A., 2015. "Modeling consumer-based brand equity for multinational hotel brands – When hosts become guests," Tourism Management, Elsevier, vol. 46(C), pages 431-443.
    12. Klaus Heine & Glyn Atwal & Jiaxun He, 2019. "Managing country-of-origin affiliations for luxury brand-building in China," Post-Print hal-02312231, HAL.
    13. Mahnaz Mansoor & Justin Paul, 2022. "Consumers' choice behavior: An interactive effect of expected eudaimonic well‐being and green altruism," Business Strategy and the Environment, Wiley Blackwell, vol. 31(1), pages 94-109, January.
    14. Raffaele Filieri & Zhibin Lin & Simona D’Antone & Elena Chatzopoulou, 2019. "A cultural approach to brand equity: the role of brand mianzi and brand popularity in China," Journal of Brand Management, Palgrave Macmillan, vol. 26(4), pages 376-394, July.
    15. Alberto Lopez & Eva Guerra & Beatriz Gonzalez & Sergio Madero, 2020. "Consumer sentiments toward brands: the interaction effect between brand personality and sentiments on electronic word of mouth," Journal of Marketing Analytics, Palgrave Macmillan, vol. 8(4), pages 203-223, December.
    16. Bianchi, Constanza & Milberg, Sandra & Cúneo, Andres, 2017. "Understanding travelers' intentions to visit a short versus long-haul emerging vacation destination: The case of Chile," Tourism Management, Elsevier, vol. 59(C), pages 312-324.
    17. Byun, Kyung-Ah (Kay) & Jones, Robert Paul & Wooldridge, Barbara Ross, 2018. "It is not always about brand: Design-driven consumers and their self-expression," Journal of Retailing and Consumer Services, Elsevier, vol. 43(C), pages 296-303.
    18. Munyaradzi W. Nyadzayo & Civilai Leckie & Lester W. Johnson, 0. "The impact of relational drivers on customer brand engagement and brand outcomes," Journal of Brand Management, Palgrave Macmillan, vol. 0, pages 1-18.
    19. Paul, Justin, 2019. "Masstige model and measure for brand management," European Management Journal, Elsevier, vol. 37(3), pages 299-312.
    20. Ioannis Rizomyliotis & Athanasios Poulis & Kleopatra Konstantoulaki & Apostolos Giovanis, 2021. "Sustaining brand loyalty: The moderating role of green consumption values," Business Strategy and the Environment, Wiley Blackwell, vol. 30(7), pages 3025-3039, November.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:qualqt:v:54:y:2020:i:5:d:10.1007_s11135-019-00898-2. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.