HOW CUSTOMER EXPERIENCE AFFECTS THE CUSTOMER-BASED BRAND EQUITY FOR TOURISM DESTINATIONS

被引：47
|
作者：
Yang, Yan [1 ]
Liu, Xiaoming [2 ]
Li, Jun [2 ]
机构：
[1] E China Univ Sci & Technol, Sch Sports Sci & Engn, Shanghai 200237, Peoples R China
[2] Univ Macau, Fac Business Adm, Macau, Peoples R China
来源：
JOURNAL OF TRAVEL & TOURISM MARKETING | 2015年 / 32卷
关键词：
Customer experience (CE); customer-based brand equity for tourism destination (CBBETD); word-of-mouth (WOM); service performance; Mainland Chinese outbound tourists; WORD-OF-MOUTH; DIMENSIONS; AUSTRALIA; REVIEWS; QUALITY; IMPACT; MARKET; MODEL; IMAGE;
D O I：
10.1080/10548408.2014.997959
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
In this study we examine the impact of customer experience (CE) on customer-based brand equity (CBBE) for tourism destinations. Breaking down CE into the constituents of service performance, word-of-mouth(WOM), and advertising, we use a structural equation model to test survey data gathered from Mainland Chinese outbound tourists. We found that destination service performance (DSP) has the most significant impact on destination brand equity, followed by WOM. Advertising does not show a significant effect. This study also confirms the structure of destination brand equity. Based on results, this study offers some managerial insights into the effective building of destination brand equity.
引用
收藏
页码：S97 / S113
页数：17
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