TY - JOUR
T1 - Millennial Chinese consumers' perceived destination brand value
AU - Luo, Jun
AU - Dey, Bidit L.
AU - Yalkin, Cagri
AU - Sivarajah, Uthayasankar
AU - Punjaisri, Khanyapuss
AU - Huang, Yu-an
AU - Yen, Dorothy A.
PY - 2018/7/4
Y1 - 2018/7/4
N2 - There has been a substantial rise in the number of Chinese tourists, with the Chinese millennials being important influencers. Yet very little is known about their tourism behavior, particularly how their perceived destination brand values influence their destination loyalty. This study brings in the consumers' perceived brand value concept from the branding literature to investigate Chinese millennial tourists' destination loyalty. An online survey was adopted to collect data from 287 Chinese millennial tourists. The findings offer insight into the relative effects of five dimensions of tourists' perceived destination brand values on their destination loyalty. The findings also extend existing tourism literature, showing the moderating effects of destination brand globality, destination status (domestic vs international) and national brand attitude on the said relationships. Managerial implications to better target Chinese millennials are discussed together with future research directions.
AB - There has been a substantial rise in the number of Chinese tourists, with the Chinese millennials being important influencers. Yet very little is known about their tourism behavior, particularly how their perceived destination brand values influence their destination loyalty. This study brings in the consumers' perceived brand value concept from the branding literature to investigate Chinese millennial tourists' destination loyalty. An online survey was adopted to collect data from 287 Chinese millennial tourists. The findings offer insight into the relative effects of five dimensions of tourists' perceived destination brand values on their destination loyalty. The findings also extend existing tourism literature, showing the moderating effects of destination brand globality, destination status (domestic vs international) and national brand attitude on the said relationships. Managerial implications to better target Chinese millennials are discussed together with future research directions.
KW - Destination Branding
KW - National Branding
KW - Tourism
KW - Millennial consumers
U2 - 10.1016/j.jbusres.2018.06.015
DO - 10.1016/j.jbusres.2018.06.015
M3 - Article
SN - 0148-2963
JO - Journal of Business Research
JF - Journal of Business Research
ER -