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Empirical Investigation of Relationship Among Destination Brand Equity Dimensions: A Mediation Analysis Approach

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  • Vikrant Kaushal

    (School of Hotel Management and Tourism, Lovely Professional University, Phagwara, India)

  • Suman Sharma

    (Central University of Himachal Pradesh, Dharamsala, India)

  • Nurmahmud Ali

    (School of Hotel Management and Tourism, Lovely Professional University, Phagwara, India)

Abstract

The concept of destination brand equity remains an intriguing area for scholars and practitioners, yet an empirical investigation of its structural composition and interrelationship among its constituent dimensions remains inadequate. This study proposes a theoretical model where in addition to assessing a model adequacy, mediation analysis has been carried out with the help of structure equation modelling. Specifically, it investigates the interplay among five crucial dimensions of destination brand equity: destination brand awareness, destination image, perceived quality, perceived value, and tourist loyalty. A structural model with mediating role of perceived value dimension has been empirically verified for an Indian tourism destination. The results indicate that perceived value is central to the realisation of impacts of destination image and perceived quality on loyalty shown by the tourists toward the destination. Drawing on the results of the analyses several implications have been put forward.

Suggested Citation

  • Vikrant Kaushal & Suman Sharma & Nurmahmud Ali, 2019. "Empirical Investigation of Relationship Among Destination Brand Equity Dimensions: A Mediation Analysis Approach," International Journal of Asian Business and Information Management (IJABIM), IGI Global, vol. 10(3), pages 74-90, July.
    • Handle: RePEc:igg:jabim0:v:10:y:2019:i:3:p:74-90
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