Millennial Chinese consumers' perceived destination brand value

Research output: Contribution to journalArticlepeer-review


  • Jun Luo
  • Bidit L. Dey
  • Uthayasankar Sivarajah
  • Khanyapuss Punjaisri
  • Yu-an Huang
  • Dorothy A. Yen

External organisations

  • University of Nottingham Ningbo China
  • Brunel Business School, Brunel University
  • University of Kent
  • National Chi-Nan University, Taiwan
  • University of Bradford


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.


Original languageEnglish
JournalJournal of Business Research
Early online date4 Jul 2018
Publication statusE-pub ahead of print - 4 Jul 2018


  • Destination Branding, National Branding, Tourism, Millennial consumers