Measuring the Relationship between Behavioral Intention and Customer-based Brand Equity by Using the Structural Equation Model (SEM)
Main Article Content
Abstract
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
References
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[8] Pike, S., “Tourism destination branding complexity”, Journal of Product & Brand Management, 14 (2005) 258.
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[38] Kim, S., Han, H. S., Holland, S. & Byon, K., “Structural Relationships among Involvement, Destination Brand Equity, Satisfaction, and Destination Revisit Intentions”, Journal of Vacation Marketing, 15 (2009) 349.
[39] Bagozzi, R. P., “The Effects of Arousal on the Organization of Positive and Negative Affect and Cognitions: Application to Attitude Theory”, Structural Equation Modeling 1 (1994) 222.
[40] Malhotra, N., “Marketing Research, An Applied Orientation”, London: Prentice Hall, 1999.
[41] Zikmund, W.G., “Business Research Methods”, Fort Worth, TX: The Dryden Press, 1997.
[42] Koufteros, X. A., “Testing a Model of Pull Production: A Paradigm for Manufacturing Research using Structural Equation Modeling”, Journal of Operations Management, 17 (1999) 467.
[43] Koufteros, X. A., Vonderembse, M. A. & Doll, W. J., “Concurrent Engineering and its Consequences”, Journal of Operations Management, 19 (2001) 97.
[44] O’Leary-Kelly, S. W. & Vokurka, R. J., “The Empirical Assessment of Construct Validity”, Journal of Operations Management, 16 (1998) 387.
[45] Segar, A., “Assessing the Unidimensionality of Measurement: A Paradigm and Illustration within the Context of Information Systems research”, Omega 25 (1997) 107.
[46] Anderson, J. C., “An Approach for Confirmatory Measurement and Structural Equation Modeling of Organizational Properties”, Management Science 33 (1987) 525.
[47] Hoyle, R. H., Structural Equation Modeling: Concepts, Issues, and Applications, Thousand Oaks, CA: Sage, 1995.
[48] Bollen, K. A., Lennox, R., “Conventional Wisdom on Measurement: A Structural Equation Perspective”, Psychology Bulletin 110 (1991) 305.
[49] Kelloway, E. K., Using LlSREL for structural equation modeling: A researcher’s guide. Thousand Oaks, CA: Sage, 1998.
[50] Byrne, B. M., Structural Equation Modeling with AMOS: Basic, Concept, Applications, and Programming, New Jersey: Lawrence Erlbaum Associates, 2001.
[51] Kline R. B., Principles and Practice of Structural Equation Modeling. New York: The Guilford Press, 2005,
[52] Hair, J. F., Anderson, R. E., Tatham, R. L., Black, W. C., Multivariable Data Analysis Reading, USA: Prentice Hall International Editions, 1995
[2] Kotler, P. & Gertner, D., “Country as Brand, Product, and Beyond: A Place Marketing and Brand Management Perspective”, Journal of Brand Management, Vol. 9, No. 4-5 (2002) 249.
[3] Freire, J. R., “Local People, a Critical Dimension for Place Brands”, Journal of Brand Management 16 (2009) 1.
[4] Lodge, C., “Success and Failure: The Stories of the two Countries”, Journal of Brand Management, 9(4-5) (2002) 372.
[5] Gilmore, F., “A Country - Can it be Repositioned? Spain - The Success Story of Country Branding”, Journal of Brand Management 9, 5 (2002) 281.
[6] Hall, D., “Brand Development, Tourism and National Identity: The Re-imaging of Former Yugoslavia”, Journal of Brand Management 9 (2002) 323.
[7] Thi Lan Huong Bui, “Destination Branding: The Comparative Case Study of Guam and Vietnam”, Journal of International Business Research, Volume 9, Special Issue 2 (2010).
[8] Pike, S., “Tourism destination branding complexity”, Journal of Product & Brand Management, 14 (2005) 258.
[9] Anh Tuan Nguyen, “Developing and promoting the brand name of Vietnam Tourism”, Traveling Departmant, Vietnam National Administration of Tourism, 2009.
[10] Ritchie J. R. B. & Ritchie, J. B., The Branding of Tourism Destination: Past Achievements and Future Challenges, International Association of Scientific Experts in Tourism, 1998.
[11] Pike S., Destination Marketing: An Integrated Marketing Communication Approach, Elsevier Inc., First Edition, 2008.
[12] Thu, H., “80-85% international tourists do not revisit Vietnam”. Available at http://www.thesaigontimes.vn/Home/xahoi/sukien/88284/80---85-du-khach-quoc-te-khongmuon-quay-lai.html (Read 05.12.2012).
[13] Phuong Giang Quach, “Examining International Tourists’ Satisfaction with Hanoi Tourism”, Tourism Research, EMACIM Studies, 2013.
[14] Anholt, S., Nation-brand and the Value of Provenance, Destination Branding: Creating the Unique Destination Proposition, lsevier Ltd. Oxford, 2002.
[15] Bigne, J. E., Sanchez, M. I., Sanchez, J., “Tourism Image, Evaluation Variables and after Purchase Behavior: Inter-relationship”, Tourism Management 22, 6 (2001) 607.
[16] Konecnik, M. & Gartner, W., “Customer-based Brand Equity for a Destination”, Annals of Tourism Research, 34 (2007) 400.
[17] Septchenkova, S. & Mills, J., E., “Destination Image a Meta-Analysis of 2000 2007 Research”, Journal of Hospitality Marketing & Management, 19 (2010) 575.
[18] Boo, S., Busser, J., Baloglu, S., “A Model of Customer-based Brand Equity and Its Application to Multiple Destinations”, Tourism Management 30 (2009) 219.
[19] Baloglu, S., K. McCleary, “A Model of Destination Image Formation”, Annals of Tourism Research 26 (1999) 868.
[20] Beerli, A., Martín, J. D., “Factors Influencing Destination Image”, Annals of Tourism Research 31 (2004) 657.
[21] Keller, K. L., Strategic brand management: Building, measuring, and managing brand equity, New Jersey: Prentice Hall, 2003.
[22] Aaker, D. A., Managing Brand Equity: Capitalizing on the Value of the Brand Name, New York: The Free Press, 1991.
[23] Berry, L. L., “Cultivating Service Brand Equity”, Journal of the Academy of Marketing Science 28 (2000) 1, 128-137.
[24] Berry, L. L., Seltman, K. D., “Building a Strong Services Brand: Lessons from Mayo Clinic”, Business Horizons 50 (2007) 199.
[25] Oh, H., “The Effect of Brand Class, Brand Awareness, and Price on Customer Value and Behavioral Intentions”, Journal of Hospitality and Tourism Research, 24 (2000) 136.
[26] Baker, B., “Destination Branding for Small Cities: The Essentials for Successful Place Branding”, Portland: Creative Leap Books, 2007.
[27] Ekinci, Y., Sirakaya, E., “An Examination of the Antecedents and Consequences of Customer Satisfaction”, in Consumer Psychology of Tourism, Hospitality and Leisure, 2004.
[28] Gets, D., O’Nell, M., Carlsen, J., “Service Quality Evaluation at Events through Service Mapping”, Journal of Travel Research 39 (May 2001) 380.
[29] Heung, V. & Cheng, E., “Assessing tourist’s satisfaction with shopping in the Hong Kong special administrative region of China”, Journal of Travel Research, 38 (2000) 396.
[30] Kozak, M. & Rimmington, M., “Tourist satisfaction with Mallorca, Spain, as an off-season holiday destination”, Journal of Travel Research, 38 (2000) 260.
[31] Petrick, J. F., “Are Loyal Visitors Desired Visitors”, Tourism Management, 25 (2003) 463.
[32] Oppermann, M., “Tourism Destination Loyalty”, Journal of Travel Research, 39(August 2000) 78.
[33] Chen, Tsai, “How Destination Image and Evaluative Factors Affect Behavioral Intentions?”, Tourism Management 28 (2007) 1115.
[34] Ferns B. H., Walls A., “Enduring Travel Involvement, Destination Brand Equity, and Travelers’ Visit Intentions: A Structural Model Analysis”, Journal of Destination Marketing & Management (2012) 1.
[35] Bianchi C., Pike S., Australia’s Brand Equity as a Tourism Destination for Latin American Consumers, ANZMAC (2009) 1.
[36] Keller, K. L., “Conceptualizing, Measuring and Managing Customer-based Brand Equity”, Journal of Marketing, 57 (1993) 1.
[37] Huh J., “Destination Branding as an Informational Signal and Its Influence on Satisfaction and Loyalty in the Leisure Tourism Market”, Dissertation submitted to the Faculty of the Virginia Polytechnic Institute and State University, Blacksburg, Virginia, 2006.
[38] Kim, S., Han, H. S., Holland, S. & Byon, K., “Structural Relationships among Involvement, Destination Brand Equity, Satisfaction, and Destination Revisit Intentions”, Journal of Vacation Marketing, 15 (2009) 349.
[39] Bagozzi, R. P., “The Effects of Arousal on the Organization of Positive and Negative Affect and Cognitions: Application to Attitude Theory”, Structural Equation Modeling 1 (1994) 222.
[40] Malhotra, N., “Marketing Research, An Applied Orientation”, London: Prentice Hall, 1999.
[41] Zikmund, W.G., “Business Research Methods”, Fort Worth, TX: The Dryden Press, 1997.
[42] Koufteros, X. A., “Testing a Model of Pull Production: A Paradigm for Manufacturing Research using Structural Equation Modeling”, Journal of Operations Management, 17 (1999) 467.
[43] Koufteros, X. A., Vonderembse, M. A. & Doll, W. J., “Concurrent Engineering and its Consequences”, Journal of Operations Management, 19 (2001) 97.
[44] O’Leary-Kelly, S. W. & Vokurka, R. J., “The Empirical Assessment of Construct Validity”, Journal of Operations Management, 16 (1998) 387.
[45] Segar, A., “Assessing the Unidimensionality of Measurement: A Paradigm and Illustration within the Context of Information Systems research”, Omega 25 (1997) 107.
[46] Anderson, J. C., “An Approach for Confirmatory Measurement and Structural Equation Modeling of Organizational Properties”, Management Science 33 (1987) 525.
[47] Hoyle, R. H., Structural Equation Modeling: Concepts, Issues, and Applications, Thousand Oaks, CA: Sage, 1995.
[48] Bollen, K. A., Lennox, R., “Conventional Wisdom on Measurement: A Structural Equation Perspective”, Psychology Bulletin 110 (1991) 305.
[49] Kelloway, E. K., Using LlSREL for structural equation modeling: A researcher’s guide. Thousand Oaks, CA: Sage, 1998.
[50] Byrne, B. M., Structural Equation Modeling with AMOS: Basic, Concept, Applications, and Programming, New Jersey: Lawrence Erlbaum Associates, 2001.
[51] Kline R. B., Principles and Practice of Structural Equation Modeling. New York: The Guilford Press, 2005,
[52] Hair, J. F., Anderson, R. E., Tatham, R. L., Black, W. C., Multivariable Data Analysis Reading, USA: Prentice Hall International Editions, 1995