دانلود رایگان مقاله انگلیسی تجسم ارزش برند مقصد مشتری محور - الزویر 2018

ABSTRACT

This study aims to develop a more comprehensive customer-based destination brand equity model, compared to those examined in previous studies. In line with the research purpose, the data obtained from 478 domestic and foreign tourists visiting Alanya in Turkey were used. For testing the model developed in the present study, structural equation modeling was preferred. In the light of the findings, all antecedent variables positively affect their consequence variables. Furthermore, destination natural quality perceptions on destination hedonic value perceptions have been found to have a stronger influence than destination service quality perceptions. On the other hand, it has been found that destination service quality perceptions affect destination functional value perceptions more strongly than destination natural quality perceptions. Hedonic value perceptions of tourists were found to be a more determinant antecedent for trust. Also, metric and scalar invariance of destination brand awareness, destination brand trust and destination brand satisfaction scales are completely fulfilled while scalar invariances of the destination brand quality, destination brand value, and destination brand loyalty are partially fulfilled. By developing a more comprehensive CBDBE model, the present study contributes to helping destination management organizations to understand the relationships among the factors affecting the tourists' general perceptions of a destination. The fact that the factors generally ignored in the previous studies within the scope of CBDBE were examined in the present study, and that these factors were analyzed through a single model, eliminates a significant shortcoming in this field.

Discussion and implications

The primary purpose of the current study was to develop a comprehensive CBDBE model. For this reason, this research has identified and attempted to resolve three shortcomings related to the old CBDBE model. The first was the ignorance of a comprehensive CBDBE model. The second was the lack of both widely-accepted and comprehensive measurement tool. The third was that the measurement invariance tests were usually not performed on the measurement tools. In this context, the old CBDBE model was first modified to cover all different dimensions used in the literature (see Fig. 2). Secondly, a measurement tool capable of measuring the factors in this new comprehensive CBDBE model was prepared and tested (see Table 3). Third, measurement invariance tests for measurement instruments was examined and supported (see Table 4). Finally, the hierarchical effect of the structures in the CBDBE model was analyzed by SEM (see Fig. 2).