旅游
独创性
营销
业务
顾客满意度
品牌资产
结构方程建模
概念模型
目的地管理
目的地图像
广告
心理学
目的地
社会心理学
地理
计算机科学
考古
数据库
机器学习
创造力
作者
Ayush Guleria,Richa Joshi,Mohd Adil
出处
期刊:Journal of hospitality and tourism insights
[Emerald (MCB UP)]
日期:2023-09-09
卷期号:7 (4): 1994-2013
被引量:5
标识
DOI:10.1108/jhti-03-2023-0220
摘要
Purpose Utilising the stimulus-organism-response (S-O-R) theoretical framework, this study investigated how destination attachment and overall satisfaction mediate the linkage between memorable tourism experiences and customer-based destination brand equity (CBDBE). Design/methodology/approach The authors study presents a model that illustrates how memorable tourism experiences can influence CBDBE by impacting tourists' attachment and overall satisfaction with a destination. The model was tested using empirical data obtained through a survey of 382 Indian domestic tourists. The data were analysed using the SPSS AMOS (Statistical Package for Social Sciences Analysis of a Moment Structures) programme. Findings This study validates the accuracy and effectiveness of the suggested conceptual model, demonstrating significant linkage between the variables of the study. Accordingly, it was observed that positive memorable tourism experiences have a notable impact on the development of attachment and satisfaction with the tourist destination forming strong CBDBE. Practical implications The study's primary managerial recommendation is that, to achieve sustainable competitive advantage, destination management organisations should give priority to memorable experiences and positive emotions instead than only concentrating on product-centred marketing. Second, destination managers must mould their business models based on the link between memorable tourism experiences, destination attachment, satisfaction and CBDBE. Originality/value Perhaps, the authors' research is one of the earliest to explore the relationship between tourists' overall satisfaction, attachment to a destination and memorable experiences and how they impact customer-based brand equity (CBBE) for a specific urban hill station destination.
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