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Exploring relationships between Mongolian destination brand equity, satisfaction and destination loyalty

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Abstract:

There has been growing interest among researchers in the concept of the customer-based brand equity (CBBE) model that is widely applied in marketing research. Viewing a tourist destination as a brand, the CBBE model has been applied recently to tourism studies and incorporates the notions of perceptual brand equity and behavioural brand equity from the marketing literature. This study proposes the destination brand equity model by incorporating various antecedents, including perceived service quality, destination awareness and destination image as the perceptual brand equity, and destination loyalty as the behavioural brand equity. A relationship model between perceptual brand equity components, tourist satisfaction and destination loyalty is constructed and applied to Mongolia as a tourist destination. The study's results in general confirm the causal relationship between perceptual brand equity and behavioural brand equity. More specifically, a relationship path is identified: destination awareness → destination image → perceived quality → satisfaction → destination loyalty. The empirical implications are discussed, as is the value of the approach for destination marketers.

Keywords: DESTINATION BRAND EQUITY; DESTINATION LOYALTY; MONGOLIA; TOURIST SATISFACTION

Document Type: Research Article

DOI: http://dx.doi.org/10.5367/te.2010.0004

Publication date: December 1, 2010

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  • Tourism Economics, published bimonthly, is a peer-reviewed journal devoted to the economics and finance of tourism worldwide. Articles address the components of the tourism product (accommodation; restaurants; merchandizing; attractions; transport; entertainment; tourist activities); and the economic organization of tourism at micro and macro levels (market structure; role of public/private sectors; community interests; strategic planning; marketing; finance; economic development).

    Fast Track. Tourism Economics Fast Track papers have been peer-reviewed, revised and fully accepted for publication. However, although these are the final versions from the authors, they are unedited manuscripts and will undergo a rigorous editing process before their appearance in an issue of the journal. This means that the Fast Track manuscripts may not conform to journal style in terms of presentation, spelling and other usages. They may also contain errors of typography, grammar, spelling, referencing, etc, all of which will be corrected in the processes of copy-editing and proofreading.
    Tourism Economics operates a Fast Track online publication system so that papers can be published and made available almost immediately on final acceptance by the journal. Each Fast Track article is given a DOI. When the paper is assigned to an issue, this DOI will automatically be transferred to the article in the journal issue.
    Fast Track articles may be cited using the DOI. Citations should include the author's or authors' name(s), the title of the article, the title of the journal followed by the words Fast Track, the year of Fast Track publication and the DOI. For example:

    Smith, J. (2013), Article title, Tourism Economics Fast Track, DOI xxxxxxxx.

    Once the paper has been published in an issue of the journal, the DOI will automatically resolve to that final version and the article can be cited in accordance with normal bibliographical conventions.

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