The Structure of Tourism Destination Brand Equity and Its Formation Mechanism——An Empirical Study Based on the Perspective of Destination Image
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Abstract Based on the literature review, this paper builds up formation mechanism model of tourism destination brand equity from the perspective of destination image. The empirical results show that tourism destination brand equity consists of five dimensions, including tourism destination brand awareness, brand quality, brand trust, brand value and brand loyalty, and there are causal links among them. Meanwhile, the effects of destination image on tourism destination brand equity are also verified, and the level of tourism destination brand equity is different among different types of tourism destination.
CHEN Feng-Yi. The Structure of Tourism Destination Brand Equity and Its Formation Mechanism——An Empirical Study Based on the Perspective of Destination Image. Economic Survey, 2014, 31(1): 0112.
2014, Vol. 31 
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