Destination brand identity and emerging market tourists’ perceptions / Chang-Hua Yen, Hsiu-Yu Teng, Sue-Ting Chang

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.

Tourism