An integrative model of destination brand equity and tourist satisfaction

Abstract

This paper develops an integrative model that includes the dimensions of destination brand equity (i.e. awareness, image, quality and loyalty), as well as a key behavioural variable that is tourist satisfaction. In particular, our paper aims to contribute to the literature: (1) by examining the relationships between the dimensions of destination brand equity, which is not a deeply investigated issue so far; and (2) by adding tourist satisfaction, a key concept in loyalty formation, to the variables usually considered in destination brand equity models. The model was tested in two samples, national and international tourists visiting a destination in Spain, in order to also explore the role of the geographical and cultural distance between tourist and destination. Our results from a multi-group analysis indicate: (1) a robust link between “quality-satisfaction-loyalty” in both samples of tourists; (2) a chain of effects among awareness, image (separately considering the cognitive and affective dimensions) and perceived quality, although with the presence of some significant difference between both samples of tourists; and (3) a positive influence of cognitive image on affective image in both cases.

Keywords:

• brand equity
• awareness
• image
• quality
• satisfaction
• loyalty

ORCID

Héctor San Martín http://orcid.org/0000-0003-0424-3088

Angel Herrero http://orcid.org/0000-0001-8103-9174

María del Mar García de los Salmones http://orcid.org/0000-0001-5217-4553