Based on the Structural Equation Model (SEM) method, this paper expresses how to examine the relationship among tourists’ behavioral intention and destination brand equity.
Tác giả: Hoàng Thị Thu Hương, Đồng Xuân Đảm, Nguyễn Thị Quỳnh Trang
In trong: Chuyên san Kinh tế và Kinh doanh
Số: Tập 31, Số 2, 2015, tr. 15-25
Ngôn ngữ: Tiếng Anh
Từ khóa: Structural Equation Model (SEM), behavioral intention, customer-based destination brand equity
Tóm tắt: Based on the Structural Equation Model (SEM) method, this paper expresses how to examine the relationship among tourists’ behavioral intention and destination brand equity. The definition of customer-based destination brand equity is a combination of key factors, which are measured by four components: destination brand image, destination brand awareness, destination brand quality, and destination brand loyalty. This paper focus on introducing the measurements for all the constructs (destination brand image, destination brand awareness, destination brand quality, destination brand loyalty, tourists’ behavioral intention), and the analytical procedures used to check instrument reliability and validity.
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