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The role of international tourist perceptions of brand equity and travel intention in culinary tourism

Author

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  • Jeou-Shyan Horng
  • Chih-Hsing (Sam) Liu
  • Hsin-Yu Chiu
  • Chang-Yen Tsai

Abstract

Brand equity is becoming increasingly important, and research has started to examine the brand equity of tourist destinations. However, little research has studied the inter-relationship between the dimensions of brand equity in culinary tourism. The purpose of this study is to examine the roles of the three aspects of brand equity in culinary tourism. The Sobel test in line with Baron and Kenny's procedure was used to test the hypotheses in a sample of 407 international tourists from 10 regions. The empirical evidence supports the process-oriented view and indicates that brand loyalty could mediate the effects of brand image and perceived quality on travel intention. The findings of this study contribute to the theoretical development of a conceptual model and fill the gap in the literature.

Suggested Citation

  • Jeou-Shyan Horng & Chih-Hsing (Sam) Liu & Hsin-Yu Chiu & Chang-Yen Tsai, 2012. "The role of international tourist perceptions of brand equity and travel intention in culinary tourism," The Service Industries Journal, Taylor & Francis Journals, vol. 32(16), pages 2607-2621, December.
    • Handle: RePEc:taf:servic:v:32:y:2012:i:16:p:2607-2621
    DOI: 10.1080/02642069.2011.594879
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    Citations

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    Cited by:

    1. Ada Mirela Tomescu & Elena Aurelia Botezat, 2014. "Culinary tourism in Romania - professional points of view," Tourism and Hospitality Industry confpap09, University of Rijeka, Faculty of Tourism and Hospitality Management.
    2. WooHyuk Kim & Kristin Malek & NamJo Kim & SeungHyun “James” Kim, 2017. "Destination Personality, Destination Image, and Intent to Recommend: The Role of Gender, Age, Cultural Background, and Prior Experiences," Sustainability, MDPI, vol. 10(1), pages 1-18, December.
    3. Liu, Matthew Tingchi & Wong, IpKin Anthony & Tseng, Ting-Hsiang & Chang, Angela Wen-Yu & Phau, Ian, 2017. "Applying consumer-based brand equity in luxury hotel branding," Journal of Business Research, Elsevier, vol. 81(C), pages 192-202.
    4. repec:tho:iscthi:confpap9 is not listed on IDEAS
    5. Chi, Hsin-Kuang & Huang, Kuo-Chung & Nguyen, Huan Minh, 2020. "Elements of destination brand equity and destination familiarity regarding travel intention," Journal of Retailing and Consumer Services, Elsevier, vol. 52(C).
    6. Volgger, Michael & Pechlaner, Harald, 2014. "Requirements for destination management organizations in destination governance: Understanding DMO success," Tourism Management, Elsevier, vol. 41(C), pages 64-75.

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