Examining the effect of brand equity dimensions on domestic tourists' length of stay in Sareyn: the mediating role of brand equity

被引：6
作者：
Zarei, Ghasem [1 ]
Pachal, Zeynab Mahmoodi [2 ]
机构：
[1] Univ Mohaghegh Ardabili, Dept Management, Ardebil, Iran
[2] Univ Mohaghegh Ardabili, Dept Tourism Management, Ardebil, Iran
来源：
ASIA PACIFIC JOURNAL OF TOURISM RESEARCH | 2019年 / 24卷 / 05期
关键词：
Brand equity dimensions; LOS; brand equity; brand awareness; brand loyalty; brand image; brand perceived value; brand perceived quality; Asia pacific; tourism marketing; STRUCTURAL MODEL; PERCEIVED VALUE; LOYALTY; IMAGE; DETERMINANTS; DESTINATIONS; AWARENESS; QUALITY;
D O I：
10.1080/10941665.2018.1564339
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
The present study sought to examine the factors that affecting tourists' length of stay (LOS) by focusing on domestic tourists. Direct and indirect effects of brand equity dimensions on tourists' LOS were investigated. The population included domestic tourists, who visited Sareyn in May, 2017. The sample consisted of 421 visitors who were selected through convenient sampling. The questionnaire collected data were analyzed using SPSS 24 and SmartPLS2. The results showed that all brand equity dimensions had significant, indirect effect on tourists' LOS. With regard to direct effects, however, the influence of brand awareness on the LOS was not statistically significant.
引用
收藏
页码：404 / 421
页数：18
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