Cross-Cultural Model of Customer-Based Brand Equity for a Tourism Destination
Cross-Cultural Model of Customer-Based Brand Equity for a Tourism Destination
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旅游目的地基于客户的品牌资产的跨文化模型
DOI：
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发表时间：
2014
期刊：
影响因子：
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通讯作者：
Mitja Ruzzier
中科院分区：
文献类型：
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作者：
Maja Konečnik Ruzzier;B. Antoncic;Mitja Ruzzier
本文的目的是提出一个跨文化的模型的客户为基础的品牌资产的旅游目的地，包括四个拟议的维度-知名度，形象，质量和忠诚度。以往的研究成果的概念的测量不变性的实证调查中所提出的模型，这是测试两个竞争力的欧洲旅游目的地（斯洛文尼亚和奥地利）的角度来看，两个文化异质的旅游群体（德国人和奥地利人）。跨文化模型的结果表明，该模型是强大的和跨文化的可比性，因为无论是选定的旅游目的地，也没有潜在的游客的评价施加的影响，在该文件中提出的结构的维度。不同层次上的结果表明，完全满足几何和度量不变性的条件，而部分满足标量不变性的条件。
The purpose of the paper is to present a cross-cultural model of the customer-based brand equity for a tourism destination, encompassing four proposed dimensions — awareness, image, quality and loyalty. Previous research findings on the concept of measurement invariance are employed in the empirical investigation of the proposed model, which is tested on two competitive European tourism destinations (Slovenia and Austria) from the perspective of two culturally heterogeneous tourist groups (Germans and Croatians). The results of the cross-cultural model imply that the model is robust and cross-culturally comparable because neither the selected tourism destination nor the potential tourists’ evaluations exert an impact on the dimensions of the construct proposed in the paper. The results at different levels indicate that the conditions for configural and metric invariance are fully satisfied, whereas the conditions for scalar invariance are partially satisfied.