Is the destination brand loyalty mechanism invariable? A comparative study from China

Feng Xu, Cuijing Zhan, Lijun Lu, Juan Tan, Shuaishuai Li*, Jie Li

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

15 Citations (Scopus)

Abstract

Tourism area life cycle (TALC) theory has become a major topic in destination research; however, few scholars have used TALC theory to explain the dynamic relationship among customer-based brand equity (CBBE) elements. This study proposes and tests a model of CBBE to explain destination brand loyalty mechanisms at different TALC stages. The findings indicate that at the involvement stage, brand image and brand awareness are the keys to enhancing brand trust, and brand attachment partially mediates the relationship of brand trust on brand loyalty; at the consolidation stage, brand quality is the key to enhancing brand trust, and brand attachment completely mediates the effect of brand trust on brand loyalty. The findings could help deepen the understanding of the dynamic destination brand loyalty mechanism and help destination marketing organizations be more effective at improving tourist loyalty at different TALC stages.

Original languageEnglish
Article number100658
JournalJournal of Destination Marketing and Management
Volume22
DOIs
Publication statusPublished - Dec 2021
Externally publishedYes

Keywords

  • Customer-based brand equity
  • Loyalty
  • Tourism area life cycle
  • Trust

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