دانلود رایگان مقاله انگلیسی درک ارزش برند مقصد مصرف کنندگان هزاره چینی - الزویر 2018

ABSTRACT

There has been a substantial rise in the number of Chinese tourists, with the Chinese millennials being important influencers. Yet very little is known about their tourism behavior, particularly how their perceived destination brand values influence their destination loyalty. This study brings in the consumers' perceived brand value concept from the branding literature to investigate Chinese millennial tourists' destination loyalty. An online survey was adopted to collect data from 287 Chinese millennial tourists. The findings offer insight into the relative effects of five dimensions of tourists' perceived destination brand values on their destination loyalty. The findings also extend existing tourism literature, showing the moderating effects of destination brand globality, destination status (domestic vs international) and national brand attitude on the said relationships. Managerial implications to better target Chinese millennials are discussed together with future research directions.

Conclusions

Viewing a destination as a brand, this study applies the perceived brand value concept from the branding literature in explaining the destination loyalty of Chinese millennial tourists, whose behaviors are unique and influential on the Chinese and the international marketplaces. It provides empirical evidence that highlights the effects of their perceived values of the destination brand on their destination brand loyalty (i.e. their revisit and recommendation intentions). Specifically, three dimensions of the perceived destination brand values (i.e. emotional, social, and epistemic values) are found to influence their destination loyalty. Furthermore, this study determines the moderating effects of the destination brand globality, destination choice status, and nation brand attitude on the relationships between the Chinese millennial tourists' perceived values and destination loyalty. To illustrate, brand globality moderates the relationship between perceived emotional, monetary, and epistemic values, and destination loyalty. Furthermore, the effects of functional and social values on destination loyalty are moderated by destination choice status. Besides, nation brand attitude moderates functional value and destination loyalty. The following sections discuss theoretical contributions and managerial implications of this study.