Millennial Chinese consumers' perceived destination brand value

Luo J., Dey B. L., Yalkin Ç., Sivarajah U., Punjaisri K., Huang Y., ...Daha Fazla

Journal of Business Research, cilt.116, ss.655-665, 2020 (SSCI, Scopus) identifier

  • Yayın Türü: Makale / Tam Makale
  • Cilt numarası: 116
  • Basım Tarihi: 2020
  • Doi Numarası: 10.1016/j.jbusres.2018.06.015
  • Dergi Adı: Journal of Business Research
  • Derginin Tarandığı İndeksler: Social Sciences Citation Index (SSCI), Scopus, International Bibliography of Social Sciences, ABI/INFORM, Business Source Elite, Business Source Premier, CAB Abstracts, INSPEC, Psycinfo, Public Affairs Index, Veterinary Science Database
  • Sayfa Sayıları: ss.655-665
  • Anahtar Kelimeler: Destination branding, Millennial consumers, National branding, Tourism
  • Orta Doğu Teknik Üniversitesi Kuzey Kıbrıs Kampüsü Adresli: Evet

Özet

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.