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This paper aims to examine the role of social media communication, tourist satisfaction and destination brand equity components in enhancing destination brand equity based on the Stimulus – Organism – Response (S-O-R) theory.

The conceptual model and research hypotheses were assessed using covariance-based structural equation modeling (SEM). An online survey was used to collect data from 369 domestic tourists who had traveled to Danang and knew about content related to Danang generated by either DMOs or other users on social media.

Except for the effect of DMO-generated social media communication on tourist satisfaction and the impact of destination brand awareness on destination brand loyalty, the findings confirmed the sequential causal relationships between research concepts based on the S-O-R model.

Future research should explore the proposed model based on comparisons of different nationalities to better understand the impact of cultural factors.

DMOs should associate social media with their marketing strategies to enhance destination brand equity, using cutting-edge technologies to create content and update information in a significant way to make communications by DMOs more effective. The findings especially suggest that UGC plays a vital role in improving brand equity dimensions, so DMOs could exploit UGC to engage existing customers and build relationships with potential customers. This research provides guidance for DMOs to improve their brand equity based on social media.

This study has contributed to the destination marketing literature by applying the S-O-R theory to propose a pathway for effectively increasing destination brand equity and highlight the importance of social media communication as a driver to achieve a hierarchical relationship between destination brand equity components and tourist satisfaction from stimulus to organism (e.g. cognition to affect).

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.

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.

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.

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.

This paper aims to investigate the relationship between destination brand equity and tourist's revisit intention towards health tourism destinations. The study also examines the mediating effect of destination brand association between destination-based brand equity and travellers' revisit intention for health tourism destinations.

A survey instrument is used to examine the relationships in the proposed model using the co-variance-based structural equation modelling (SEM) technique. The collected primary data from two hundred forty-six respondents (n = 246) are analysed to test the relationship amongst exogenous, mediating, moderating and endogenous constructs articulated in the proposed structural model.

Empirical findings reveal that destination brand equity influences the revisit intention of a traveller for health tourism via destination brand association. The perceived trust, reliability and soft issues of a traveller moderate the relationship between destination brand equity and destination brand association. Enduring travel involvement also proves a significant moderation effect on the relationship between destination brand association and the revisit intention of a traveller for a health tourism destination.

This paper is an initial attempt to develop and empirically examine a conceptual model of the intention of a traveller to revisit a health tourism destination in a dynamic process of information search using the data collected from current travellers after medical tourism-related trips. Results suggest that stakeholders must focus on hedonic and utilitarian factors of the destination that are recognised by travellers to encourage revisit for medical tourism.

Although there have been numerous studies on health tourism. However, to the best of the authors' knowledge, this research is a pioneer in the healthcare tourism literature that links destination brand equity, brand association and revisit intention of a traveller for health tourism. These findings extend the knowledge of how healthcare tourism that is embedded with destination brand equity and destination brand association. The study findings potentially benefit the marketers for gaining competitive advantages through considering the experience of a traveller.

The purpose of this paper is to examine how brand personality and brand equity affect intentions to revisit a city tourism destination.

Statistical population of this research consisted of those visitors who traveled to Pool city in Iran during Spring 2015. A structural equation model test with maximum likelihood estimation was performed to test the relationship among the research variables using 367 participants.

The empirical results from the structural model suggest that brand personality and brand equity positively influenced revisit intention. Furthermore, brand personality was a direct antecedent of brand equity.

An integrated model of brand personality, brand equity and revisit intention was tested in a tourism city in the context of a developing economy. The combination of a developing country context and the significance of destination brand enhance the contextual contribution of the paper.

This study aims to explore the relationships among destination brand equity, brand authenticity and revisit intention. The mediating role of tourist satisfaction and the moderating role of destination familiarity in these relationships are also investigated.

Based on the stimulus–organism–response theory, a structural equation model was constructed to test the relationships among the study variables. The original data was obtained using a questionnaire survey method from domestic tourists who have traveled to Guilin in China.

The findings revealed that brand equity and brand authenticity not only positively and directly affect revisit intention but also have an indirect influence on revisit intention through the mediating role of tourist satisfaction. Destination familiarity positively moderates the direct influence of brand equity on revisit intention. Furthermore, brand authenticity significantly and positively affects brand equity.

The findings of this study provide a certain enlightenment for brand marketing and tourist destination management.

This study reveals the impact path of brand equity and brand authenticity on revisit intention, compensating for the lack of attention on impact mechanism among them. This study proves the impact of brand authenticity on destination brand equity. This compensates for the deficiencies that ignore possible antecedents affecting destination brand equity and the impact of brand authenticity on brand equity in the context of tourism destination. This study also confirms the specific dimensions of brand equity and brand authenticity in the context of Chinese tourism destinations in response to the current controversy.

旅游目的地品牌资产、品牌真实性与重游意愿: 游客满意度的中介作用与目的地熟悉度的调节作用

摘要

本研究致力于探究旅游目的地品牌资产、品牌真实性与重游意愿之间的关系。本文也研究了游客满意度在这些关系中所起的中介作用以及目的地熟悉度的调节作用。

本文以刺激-机体-反应理论为基础, 通过构建结构方程模型来对变量之间的关系进行检验。原始数据是通过问卷调查法从曾在桂林旅游的国内游客中获得。

目的地品牌资产和品牌真实性在直接正向影响重游意愿的同时, 还通过游客满意度的中介作用来间接影响重游意愿。目的地熟悉度在品牌资产对重游意愿的直接影响中起着正向调节作用。此外, 目的地品牌真实性对品牌资产起着显著正向影响。

本研究揭示了目的地品牌资产与品牌真实性对重游意愿的影响路径, 弥补了对其中影响机制关注不足的缺陷。本研究证实了旅游目的地背景下品牌真实性对品牌资产的具体影响, 弥补了现有文献较少关注影响目的地品牌资产的可能前因以及旅游目的地背景下品牌真实性对品牌资产具体影响的不足。此外, 本研究以中国旅游目的地为研究背景, 证实了品牌资产与品牌真实性的具体维度, 回应了当前的争议。

本研究结论对旅游目的地品牌营销与管理提供一定的启示。

Valor de marca de destino turístico, autenticidad de marca y voluntad de volver a visitar：El papel mediador de la satisfacción del turista y el papel moderador de la familiaridad con el destino

Resumen

este estudio tiene como objetivo explorar las relaciones entre el valor de la marca de destino, la autenticidad de la marca y la intención de volver a visitar. También se investiga el papel mediador de la satisfacción del turista y el papel moderador de la familiaridad con el destino en estas relaciones.

con base en la teoría Estímulo-Organismo-Respuesta, se construye un modelo de ecuación estructural para probar las relaciones entre las variables de investigación. Los datos originales se obtienen mediante el método de encuesta por cuestionario de turistas nacionales que han viajado a Guilin en China.

los hallazgos revelaron que el valor y la autenticidad de la marca no solo afectan positiva y directamente la intención de volver a visitar, sino que también tienen una influencia indirecta en la intención de volver a visitar a través del papel mediador de la satisfacción del turista. La familiaridad con el destino modera positivamente la influencia directa del valor de la marca en la intención de volver a visitar. Además, la autenticidad de la marca afecta de manera significativa y positiva al valor de la marca.

este documento revela el camino del impacto del valor de marca y la autenticidad de la marca en la intención de volver a visitar, compensando la falta de atención al mecanismo de impacto entre ellos. Este trabajo demuestra el efecto de la autenticidad de la marca en el valor de la marca del destino, que compensa las deficiencias que ignoran los posibles antecedentes que afectan el valor de la marca del destino y el impacto de la autenticidad de la marca en el valor de la marca en el contexto del destino turístico. Este estudio también confirma las dimensiones específicas del valor de marca y la autenticidad de la marca en el contexto del destino turístico chino, respondiendo a la controversia actual.

los hallazgos de este documento proporcionan cierta iluminación para el marketing de marca y la gestión de destinos turísticos.

Mianzi can powerfully influence tourists’ behavior. Compared with product brands, destination brands are more multidimensional, consisting of intangible and tangible elements. Therefore, this paper aims to explore the relationships among the Chinese culture-related variable mianzi, destination product quality, destination service quality, destination brand value, destination brand resonance, destination brand self-congruity and destination overall brand equity.

A questionnaire survey was conducted in 2021, yielding 475 valid responses from tourists who had traveled to Hainan, China. Data was analyzed using structural equation modeling.

The results showed that mianzi plays a significant role in shopping destination brand equity, and the mianzi effect shapes tourists’ positive perceptions of destination product and service quality. Meanwhile, destination product quality and service quality enhance shopping destinations’ overall brand equity through destination brand value, brand resonance and brand self-congruity.

This study, focusing on shopping destinations, presents a novel view of brand equity. The research also uncovers influencing factors (e.g. product quality and service quality) that further enrich the destination brand equity model. Finally, findings offer valuable insights for academic research and the practical development of shopping destinations.

面子能有力地影响游客的行为。与产品品牌相比, 目的地品牌更加多维, 由无形要素和有形要素构成。因此, 本文旨在探讨与中国文化相关的变量面子、目的地产品质量、目的地服务质量、目的地品牌价值、目的地品牌共鸣、目的地品牌自我一致和目的地整体品牌资产之间的关系。

2021年对去过中国海南旅游的游客进行问卷调查, 最终获取了 475 份有效问卷。

果表明, 结果表明面子在购物目的地品牌资产中发挥着重要作用, 面子效应塑造了游客对目的地产品和服务质量的积极认知。同时, 目的地产品质量和服务质量通过目的地品牌价值、品牌共鸣和品牌自我一致提升了购物目的地的整体品牌资产。

本研究以购物目的地为重点, 提出了一种新颖的品牌资产观点。研究还发现了一些影响因素（如产品质量和服务质量）, 进一步丰富了目的地品牌资产模型。最后, 研究结果为学术研究和购物目的地的实际发展提供了宝贵的见解。

Mianzi puede influir poderosamente en el comportamiento de los turistas. En comparación con las marcas de producto, las marcas de destino son más multidimensionales y constan de elementos intangibles y tangibles. Por lo tanto, este artículo pretende explorar las relaciones entre la variable mianzi relacionada con la cultura china, la calidad del producto del destino, la calidad del servicio del destino, el valor de la marca del destino, la resonancia de la marca del destino, la autocongruencia de la marca del destino y el valor general de la marca del destino.

En 2021 se llevó a cabo una encuesta por cuestionario, que arrojó 475 respuestas válidas de turistas que habían viajado a Hainan, China. Los datos se analizaron mediante un modelo de ecuaciones estructurales.

Los resultados mostraron que el mianzi desempeña un papel significativo en el valor de marca de los destinos de compras, y que el efecto mianzi determina las percepciones positivas de los turistas sobre la calidad de los productos y servicios del destino. Por su parte, la calidad de los productos y servicios del destino mejora el valor de marca global de los destinos de compras a través del valor de marca del destino, la resonancia de la marca y la autocongruencia de la marca.

Este estudio, centrado en los destinos de compras, presenta una visión novedosa del valor de marca. La investigación también descubre factores influyentes (por ejemplo, la calidad del producto y la calidad del servicio) que enriquecen aún más el modelo de valor de marca del destino. Por último, los resultados ofrecen valiosas perspectivas para la investigación académica y el desarrollo práctico de los destinos de compras.

Value cocreation has become an important way to enhance the brand equity of a tourism destination. Different from common tourism contexts, agritourism has strong participatory and productive characteristics and is regarded as a critical platform of value cocreation. Therefore, this paper aims to explore the relationship between agritourism experience value cocreation and brand equity of rural tourism destinations from the perspective of tourists.

A questionnaire survey was conducted, and 602 valid questionnaires were collected by a random sample in 2021. Structural equation modeling was used to empirically analyze the data.

The results revealed that tourists’ participation, interaction and citizenship behaviors play a critical role in brand equity of rural tourism destinations. Meanwhile, tourists’ interaction and citizenship behaviors influenced brand equity of rural tourism destinations, via hedonic enjoyment and eudaimonia experience, and perceived experience value. Tourists’ participation behavior influenced brand equity of rural tourism destinations via hedonic enjoyment experience and perceived experience value.

This study focusing on agritourism as a critical platform of value cocreation explores the impact of agritourism experience value cocreation on brand equity of rural tourism destinations from the perspective of tourists. It enriches the existing literature on the relationship between value cocreation and brand equity of tourism destination, expands the research on value cocreation and happiness experience and also provides management basis for promoting brand equity of rural tourism destinations.

价值共创已成为提升旅游目的地品牌资产的重要途径。与一般的旅游情境不同, 农业旅游具有强烈的参与性和生产性特征, 被视为价值共创的重要平台。因此, 本文基于游 客视角探讨了农业旅游体验价值共创与乡村旅游目的地品牌资产之间的内在关系。

本文于2021 年实施问卷调查, 随机抽取602 份有效问卷。结构方程模 型用于实证分析数据。

游客参与、互动和公民行为对乡村旅游目的地品牌资产具有关键作用。同时, 游客互动和公民行为通过享乐型和实现型体验以及感知体验价值影响乡村旅游目的地品牌 资产。游客参与行为通过享乐型体验和感知体验价值影响乡村旅游目的地品牌资产。

本研究将农业旅游作为价值共创的重要平台, 基于游客视角探讨了农业旅游 体验价值共创对乡村旅游目的地品牌资产的影响, 丰富了价值共创与旅游目的地品牌资产 关系的文献, 拓展了价值共创与快乐体验的研究, 为促进乡村旅游目的地品牌资产提供了 管理依据。

La cocreación se ha convertido en una forma importante de mejorar el valor de marca de un destino turístico. A diferencia de los entornos turísticos comunes, el agroturismo tiene fuertes características participativas y productivas, y se considera una plataforma indispensable de cocreación de valor. Este artículo explora la relación entre la cocreación de valor de la experiencia de agroturismo y el valor de marca de los destinos de turismo rural desde la perspectiva de los turistas.

Se realizó una encuesta y se recogieron 602 cuestionarios válidos mediante un muestreo aleatorioa en 2021. Se utilizó un modelo de ecuaciones estructurales para analizar empíricamente los datos.

Los resultados revelaron que la participación e interacción de los turistas y los comportamientos de la ciudadanía juegan un papel crítico en el valor de marca de destinos de turismo rural. La interacción de los turistas y los comportamientos de la ciudadanía impactaron el valor de marca de destinos de turismo rural a través del disfrute hedónico, la experiencia eudaimonia y el valor percibido de la experiencia. El comportamiento de participación de los turistas influyó en el valor de marca de los destinos de turismo rural a través de la experiencia hedónica de disfrute y el valor percibido de la experiencia.

Este estudio, centrado en el agroturismo como plataforma importante para la cocreación de valor, explora el impacto de la cocreación de valor de la experiencia de agroturismo en el valor de marca de destinos de turismo rural desde la perspectiva de los turistas. Enriquece la literatura existente sobre la relación entre la cocreación de valor y el valor de marca de los destinos turisticos, expande la investigación sobre la cocreación de valor y la experiencia de felicidad, y ofrece también bases de gestión para promover el valor de marca de destinos de turismo rural.

Destination brand equity is a recent line of enquiry within the academic community. The topic is still not well understood from a theoretical standpoint. This chapter attempts to frame the conceptual question of how to develop brand equity by providing some theoretical constructs for the nature of destination. Brand characteristics with respect to tangible and experiential products are examined, followed by the identification of its dimensions. Awareness, image, loyalty, quality, and value are identified as different dimensions existing within destination brands. Research that has dealt with these dimensions is discussed, with suggestions on how to build brand equity using market characteristics and their relationship to the different dimensions. Case studies are used to illustrate some of the main points from the theoretical discourse, including the issue of who controls brand identity under different development scenarios.

Widespread technology adoption in tourism enables tourists to be active content creators, thus, influencing destination brands through co-creation. This study examines value co-creation, social commerce information sharing, and destination brand equity.

A quantitative approach was applied to analyse data collected from a global online survey. Hypotheses were tested using PLS-SEM analysis.

Results show that destination brand equity is positively influenced by value co-creation. Additionally, social commerce information sharing mediates the relationship between value co-creation and destination brand equity.

The article adds new insights to tourism marketing by investigating value co-creation, social commerce information sharing and destination brand equity. It also offers interesting implications for destination managers to improve Vietnam as a destination brand.

This paper is among the first to test the mediating role of social commerce on value co-creation and destination brand equity.

This study aims to examine the antecedents of halal brand equity on destination brand equity (DBE) within the tourism sector. Although much has been done on halal tourism, the issue of halal and brand equity has received little attention in a non-Islamic state context.

Using the brand equity theory, 312 Muslim tourists were conveniently drawn from the Larabanga tourism site with the use of structural equation modelling technique to analyse the data.

The study revealed that halal brand awareness and halal value have positive and significant impact on DBE. Also, halal perceived brand quality and halal image had a negative but significant impact on DBE.

This research is on a country-specific halal brand equity tourism destination, which means that the findings cannot be generalized to other geographical areas.

The study provides an insight into halal tourism and destination equity, which is important for marketers, the ministry of tourism and local tourism officials to support halal tourism in a non-Islamic country.

This paper fills a gap by presenting the first comprehensive overview of halal brand equity research that enhances ongoing discussions in the hospitality and tourism field in a non-Islamic context and proposes priorities for future research.