Empirical Investigation of Relationship Among Destination Brand Equity Dimensions: A Mediation Analysis Approach

Empirical Investigation of Relationship Among Destination Brand Equity Dimensions: A Mediation Analysis Approach

Vikrant Kaushal (School of Hotel Management and Tourism, Lovely Professional University, Phagwara, India), Suman Sharma (Central University of Himachal Pradesh, Dharamsala, India) and Nurmahmud Ali (School of Hotel Management and Tourism, Lovely Professional University, Phagwara, India)
Copyright: © 2019 |Pages: 17
DOI: 10.4018/IJABIM.2019070105

Abstract

The concept of destination brand equity remains an intriguing area for scholars and practitioners, yet an empirical investigation of its structural composition and interrelationship among its constituent dimensions remains inadequate. This study proposes a theoretical model where in addition to assessing a model adequacy, mediation analysis has been carried out with the help of structure equation modelling. Specifically, it investigates the interplay among five crucial dimensions of destination brand equity: destination brand awareness, destination image, perceived quality, perceived value, and tourist loyalty. A structural model with mediating role of perceived value dimension has been empirically verified for an Indian tourism destination. The results indicate that perceived value is central to the realisation of impacts of destination image and perceived quality on loyalty shown by the tourists toward the destination. Drawing on the results of the analyses several implications have been put forward.
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Literature Review

Destination Image

Destination image is argued to have an impact on the selection and evaluation of touristic places (Ruzzier, 2010). Despite decades of studies and attempts to comprehend its structure, myriad views and conceptions exist, so much so that Ruzzier (2010) go on to emphasise on the lack of consensus over the term’s unanimous empirical and theoretical conceptualisation. Konecnik and Gartner (2007) cautions about viewing destination image as a standalone explanatory factor in gauging tourists assessment of a destination, instead this dimension should be realised in the presence of several other factors or dimensions of destination brand equity. Destination image remains a frequently revisited concept in leisure marketing (Crompton, 1979; Gartner & Hunt, 1987; Goodrich, 1978) and has been regarded among the most critical dimensions of destination brand equity. The other developments, however, have been related to the inclusion of more constructs that aid in the overall comprehension of the brand equity structure in tourism. On the relationship among the dimensions, Fuchs, Chekalina and Lexhagen (2012) argue that brand equity dimensions collectively contribute toward the realisation of value by the visitors.

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