文献类型：期刊文献

英文题名：HOW CUSTOMER EXPERIENCE AFFECTS THE CUSTOMER-BASED BRAND EQUITY FOR TOURISM DESTINATIONS

作者：Yang, Yan[1];Liu, Xiaoming[2];Li, Jun[2]

机构：[1]E China Univ Sci & Technol, Sch Sports Sci & Engn, Shanghai 200237, Peoples R China;[2]Univ Macau, Fac Business Adm, Macau, Peoples R China

年份：2015

卷号：32

起止页码：S97

外文期刊名：JOURNAL OF TRAVEL & TOURISM MARKETING

收录：;WOS:【SSCI(收录号:WOS:000366690500008)】；

基金：This research was supported by the University of Macau through research grant [MYRG080(Y2-L2)-FBA11-LXM].

语种：英文

外文关键词：Customer experience (CE); customer-based brand equity for tourism destination (CBBETD); word-of-mouth (WOM); service performance; Mainland Chinese outbound tourists

摘要：In this study we examine the impact of customer experience (CE) on customer-based brand equity (CBBE) for tourism destinations. Breaking down CE into the constituents of service performance, word-of-mouth(WOM), and advertising, we use a structural equation model to test survey data gathered from Mainland Chinese outbound tourists. We found that destination service performance (DSP) has the most significant impact on destination brand equity, followed by WOM. Advertising does not show a significant effect. This study also confirms the structure of destination brand equity. Based on results, this study offers some managerial insights into the effective building of destination brand equity.