Mô hình chuỗi trung gian nối tiếp về tài sản thương hiệu điểm đến
DOI:
https://doi.org/10.24311/jabes/2023.34.12.3Keywords:
Destination Brand Equity, Self-congruity, Serial Multiple Mediation model, VietnamAbstract
From a consumer-brand relationship perspective, this study proposes a serial multiple mediation model to explore the pathways (e.g., cognitive, affective, and hybrid) to increase destination brand equity. A paper-based survey was used to collect data from 749 domestic tourists visiting Thua Thien Hue, Da Nang, and Hoi An in Vietnam. The research model is evaluated through CB-SEM. The results confirmed three pathways among antecedents (e.g., self-congruity) and components of destination brand equity. These findings provide practical implications for destination managers.
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