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Multidimensional model of destination brands: An application of customer-based brand equity.

机译：目的地品牌的多维模型：基于客户的品牌资产的应用。

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摘要

Branding's extension into tourism destination management is expanding. However, most studies to date have focused at the conceptual exploration level or expansion of image-level theory. This study examined empirical information on building the destination brand model through a scale purification process, ensuring its reliability and validity. The customer-based brand equity measurement model from the general marketing literature was applied in a destination context. The proposed model was tested with an online survey sample of Las Vegas and Atlantic City visitors because both destinations are in a similar destination brand category. Findings show that although the proposed model showed a good fit for the total sample, Las Vegas sample, and Atlantic City sample respectively, the relationship among the brand dimensions was inconsistent with theory. However, destination brand image shows a positive effect on both destination brand value and destination brand loyalty across the samples. In addition destination brand image was found to be the most significant predictor for destination brand loyalty across the samples.; As a result, an alternative model was developed that has a good fit across the samples. Combining destination brand image with destination brand quality created a new latent construct, destination brand experiences. Interestingly, path relationships among destination brand awareness, destination brand experiences, destination brand value, and destination brand loyalty were similar. However, invariance tests of structural coefficients between the Las Vegas and Atlantic City samples indicated that variances were different across the destination.; The findings indicate that the customer-based brand equity measurement model drawn from general marketing can be applied to a destination context. However, specific scale items that are appropriate for each destination should be developed. In addition, a destination brand model is difficult to generalize across destinations because of their unique and complex characteristics. This study showed that a destination brand is a multi-dimensional concept and provided a starting point as to how to empirically measure a destination brand. However, limitations in this study suggest that the issue of how destination brands can be measured is currently difficult to determine, while becoming an increasingly important part of destination management. An extension of this research is needed to validate the findings in the future.
机译：品牌扩展到旅游目的地管理。但是，迄今为止，大多数研究都集中在概念探索层面或图像层面理论的扩展上。这项研究检查了通过规模提纯过程建立目的地品牌模型的经验信息，以确保其可靠性和有效性。来自一般营销文献的基于客户的品牌资产评估模型已应用于目标环境。由于两个目的地都属于相似的目的地品牌类别，因此该模型已通过对拉斯维加斯和大西洋城游客的在线调查样本进行了测试。结果表明，尽管所提出的模型分别适合于总样本，拉斯维加斯样本和大西洋城样本，但品牌维度之间的关系与理论并不相符。但是，目标品牌形象对样本中的目标品牌价值和目标品牌忠诚度均具有积极影响。此外，在所有样本中，目标品牌形象被认为是目标品牌忠诚度的最重要预测指标。结果，开发了一个在所有样本上都非常合适的替代模型。将目的地品牌形象与目的地品牌质量相结合，创造了一种新的潜在构造，即目的地品牌体验。有趣的是，目标品牌知名度，目标品牌体验，目标品牌价值和目标品牌忠诚度之间的路径关系相似。然而，拉斯维加斯和大西洋城样本之间的结构系数不变性测试表明，目的地之间的差异是不同的。研究结果表明，从一般营销中得出的基于客户的品牌资产评估模型可以应用于目标环境。但是，应制定适合每个目的地的特定比例尺项目。另外，由于目的地品牌模型独特且复杂的特征，因此很难在各个目的地之间推广。这项研究表明，目的地品牌是一个多维概念，为如何凭经验衡量目的地品牌提供了一个起点。但是，这项研究的局限性表明，目前很难确定如何衡量目的地品牌的问题，而这已成为目的地管理中越来越重要的一部分。需要对该研究进行扩展以验证将来的发现。

著录项

  • 作者

    Boo, Soyoung.;

  • 作者单位

    University of Nevada, Las Vegas.;

  • 授予单位 University of Nevada, Las Vegas.;
  • 学科 Business Administration Marketing.; Education Social Sciences.
  • 学位 Ph.D.
  • 年度 2006
  • 页码 169 p.
  • 总页数 169
  • 原文格式 PDF
  • 正文语种 eng
  • 中图分类 贸易经济;社会科学教育与普及;
  • 关键词

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