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

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.