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A destination that possess a positive brand equity and strong competitiveness attributes will have an advantage over its competitors in attracting a bigger share of the tourism market. This study… Click to show full abstract
A destination that possess a positive brand equity and strong competitiveness attributes will have an advantage over its competitors in attracting a bigger share of the tourism market. This study seeks to evaluate the customer-based brand equity (CBBE) of selected urban destinations in Malaysia and also to examine the relationship between the different dimensions of CBBE and destination loyalty. Results from a regression analysis confirm the positive relationships between CBBE attributes and destination loyalty.
Keywords:
destination loyalty;
brand equity;
destination
Journal Title: Tourism Analysis
Year Published: 2019
Link to full text (if available)
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Journal Title: Tourism Analysis
Year Published: 2019
Link to full text (if available)
Share on Social Media: Sign Up to like & get
recommendations!