TY  - BOOK
AU  - Yen, Chang-Hua.
TI  - Destination brand identity and emerging market tourists’ perceptions
PY  - 2020///
KW  - Behavioral intention
KW  - Destination branding
KW  - Identity
KW  - Perceived value
KW  - Satisfaction
N1  - Tourism
N2  - The trend of destination branding is prominent in contemporary tourism. However, little research has investigated the relationships between tourist perceptions of destination brand identity and value, satisfaction, and behavioral intention, particularly with reference to tourists from emerging markets. Using structural equation modeling, survey data from 620 tourists who visited Taiwan indicate that destination image, quality, personality, and awareness positively affect perceived value and satisfaction; satisfaction positively affects behavioral intention; and perceived value positively affects satisfaction. Furthermore, the perceived value–behavioral intention relationship is mediated by satisfaction. These findings can be referenced by managers hoping to develop effective marketing strategies
ER  -