The Customer’s Perspective on the Tourism Destination Brand: A Structural Equation Modeling Study
Year: 2013
Type: preprint
Study design: Observational Study
Abstract: This study uses a structural equation modeling technique to verify a theoretically proposed model of a customer’s evaluation of a tourism destination brand. We therefore employed a measure of the customer-based brand equity of a tourism destination and tested it on the case of Austria from the perspectives of German and Croatian tourists. The proposed model consists of four main dimensions: tourism destination awareness, its image and perceived quality as well as the loyalty dimension. To verify and confirm the relationships between the proposed dimensions, a second-order confirmatory factor analysis was performed. The findings indicate that all dimensions are interrelated and important for the customer’s evaluation of a tourism destination. However, image represents the strongest dimension in our proposed model.
Source: SSRN Electronic Journal
Authors: Maja Konečnik Ruzzier, Mitja Ruzzier
Institutions: University of Ljubljana, University of Primorska
Language: English
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W2285481887