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Brand equity in a tourism destination: a case study of domestic tourists in Hoi An city, Vietnam

Vinh Trung Tran (Faculty of Tourism, University of Economics, University of Danang, Danang, Vietnam)
Nguyen Phuc Nguyen (University of Economics, The University of Danang, Danang, Vietnam)
Phuong Thi Kim Tran (University of Economics, University of Danang, Danang, Vietnam)
Tuan Nien Tran (University of Economics, University of Danang, Danang, Vietnam)
Thuan Thi Phuong Huynh (Faculty of Tourism, University of Economics, University of Danang, Danang, Vietnam)

Tourism Review

ISSN: 1660-5373

Article publication date: 4 January 2019

Issue publication date: 19 June 2019

Downloads
1107

Abstract

Purpose

This paper aims to propose and investigate the relationships among the components of brand equity, and examining the effects of these components on overall destination brand equity in Hoi An tourism destination, Vietnam, from the perspective of domestic tourists.

Design/methodology/approach

Questionnaire data were collected from 319 domestic tourists who have visited Hoi An city. The results of empirical tests using a structural equation model support the research hypotheses.

Findings

The results indicate that destination brand awareness has significant, positive effects on destination brand image and destination perceived quality; destination brand image has positive influences on destination perceived quality and destination brand loyalty; destination perceived quality has significant, positive impacts on destination brand loyalty; except for destination brand image, the remaining dimensions have positive and direct impacts on overall destination brand equity.

Originality/value

An integrated model of destination brand equity dimensions and overall destination brand equity was tested in a tourism city in the context of a developing economy. Moreover, relevant implications are provided for destination marketers as to how to improve destination brand equity in the tourism industry.

Keywords

Citation

Tran, V.T., Nguyen, N.P., Tran, P.T.K., Tran, T.N. and Huynh, T.T.P. (2019), "Brand equity in a tourism destination: a case study of domestic tourists in Hoi An city, Vietnam", Tourism Review, Vol. 74 No. 3, pp. 704-720. https://doi.org/10.1108/TR-08-2017-0130

Publisher

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Emerald Publishing Limited

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