Refinement and Validation of a Multidimensional Destination Brand Equity Scale for Inbound and Outbound Chinese Travelers: A Cross-National Perspective

Destination brand equity (DBE) consists of five tourism dimensions and differs from generic customer-based brand equity, which theoretically comprises four dimensions. This study partially adopts Yoo and Donthu’s methodological approach to cross-validate a DBE scale between three groups of tourists:...

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Veröffentlicht in:	Journal of travel research 2020-11, Vol.59 (8), p.1522-1552
Hauptverfasser:	Hyun, Martin Yongho, Kim, Hyeon-Cheol
Format:	Artikel
Sprache:	eng
Schlagworte:	Brand equity Brand image Tourism Travel
Online-Zugang:	Volltext
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