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The causal relationships between components of customer-based brand equity for a destination: Evidence from South Korean tourists in Danang city, Vietnam

Author

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  • Tran, Trung Vinh
  • Vo Thi, Quynh Nga
  • Nguyen, Phuc Nguyen

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.

Suggested Citation

  • Tran, Trung Vinh & Vo Thi, Quynh Nga & Nguyen, Phuc Nguyen, 2020. "The causal relationships between components of customer-based brand equity for a destination: Evidence from South Korean tourists in Danang city, Vietnam," MPRA Paper 99807, University Library of Munich, Germany.
    • Handle: RePEc:pra:mprapa:99807
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    Cited by:

    1. Tran Thi Kim Phuong & Tran Trung Vinh, 2020. "Job Satisfaction, Employee Loyalty and Job Performance in the Hospitality Industry: A Moderated Model," Asian Economic and Financial Review, Asian Economic and Social Society, vol. 10(6), pages 698-713, June.
    2. Hanna Górska-Warsewicz, 2020. "Factors Determining City Brand Equity—A Systematic Literature Review," Sustainability, MDPI, vol. 12(19), pages 1-35, September.
    3. 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.

    More about this item

    Keywords

    Customer-based brand equity; Destination; South Korean tourist; Danang.;
    All these keywords.

    JEL classification:

    • C0 - Mathematical and Quantitative Methods - - General
    • C01 - Mathematical and Quantitative Methods - - General - - - Econometrics
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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