Refinement and Validation of a Multidimensional Destination Brand Equity Scale for Inbound and Outbound Chinese Travelers: A Cross-National Perspective
Refinement and Validation of a Multidimensional Destination Brand Equity Scale for Inbound and Outbound Chinese Travelers: A Cross-National Perspective
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针对中国出入境游客的多维目的地品牌资产量表的完善和验证：跨国视角
DOI：
10.1177/0047287519888296
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发表时间：
2020
影响因子：
8.9
通讯作者：
Hyeon
中科院分区：
文献类型：
--
作者：
Martin Yongho Hyun;Hyeon
目的地品牌资产（DBE）由五个旅游维度组成，不同于一般的基于客户的品牌资产，理论上包括四个维度。本研究部分采用Yoo和Donthu的方法论方法，交叉验证三组游客之间的DBE量表：韩国（KJ）和中国游客济州岛（CJ）和中国游客张家界（CZ）。相应地，从256名KJ、217名CJ和257名CZ受访者中收集了数据。两个实证研究纳入了多组分析，以检查是否DBE的五个关键方面可以同样适用于三个组。第一项研究从DBE量表的原始23个项目中提取了15个项目;第二项研究确定了通常适用于三组的不同测量方法。外部效度是通过测试的法理效度和交叉验证。研究结果的影响随后进行了讨论，并为未来的研究提供了建议。
Destination brand equity (DBE) consists of five tourism dimensions and differs from generic customer-based brand equity, which theoretically comprises four dimensions. This study partially adopts Yoo and Donthu’s methodological approach to cross-validate a DBE scale between three groups of tourists: Korean (KJ) and Chinese visitors to Jeju Island (CJ) and Chinese visitors to Zhangjiajie (CZ). Accordingly, data were collected from 256 KJ, 217 CJ, and 257 CZ respondents. Two empirical studies incorporate a multigroup analysis to examine whether the five key dimensions of DBE can be identically applied to the three groups. The first study extracted 15 items from the original 23 in the DBE scale; the second identified the different measures commonly applicable to the three groups. External validity is achieved by testing nomological validity and cross-validation. The findings’ implications are subsequently discussed and suggestions for future research provided.