Exploring the influence of past memories on homeland visiting: enhancing destination brand equity and extension through Myanmar immigrants' place attachment

This research examines the impact of immigrants' past memories on destination brand equity and destination brand extension for homeland visiting. Based on the perspective of Myanmar immigrants, this study aims to explore whether travel motivation moderates the influence of past memories on place attachment. Additionally, it investigates whether place attachment positively affects destination brand equity and destination brand extension. The questionnaire involved Myanmar immigrants living in Taiwan for over a year, using convenience sampling. A total of 500 questionnaires were distributed, with 385 questionnaires considered effective, resulting in a response rate of 77%. The findings of this study indicate that (1) past memories have a positive effect on place attachment; (2) place attachment positively influences destination brand equity and destination brand extension; (3) travel motivation moderates the impact of past memories on place attachment. Finally, the implications for managerial practice, research limitations, and future research directions are discussed.