Examining destinations’ personality and brand equity through the lens of expats: moderating role of expat’s cultural intelligence
Examining destinations’ personality and brand equity through the lens of expats: moderating role of expat’s cultural intelligence
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通过外籍人士的视角审视目的地的个性和品牌资产：外籍人士文化智商的调节作用
DOI：
10.1080/10941665.2021.1925314
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发表时间：
2021
期刊：
影响因子：
--
通讯作者：
Shahid Nawaz
中科院分区：
文献类型：
--
作者：
M. Aktan;Umer Zaman;Shahid Nawaz
摘要外籍人士社区的作用已成为打造旅游目的地品牌的基石。本研究以307名外派人员(韩国和土耳其)为研究对象，在外派人员文化智力(ECI)的调节作用下，考察了感知目的地个性(DP)对目的地品牌资产(DBE)的影响。实证结果证实了DP对DBE的显著正向影响，但DBE的跨国差异显著受ECI的影响。研究结果为目的地营销人员提供了战略方向，以重新评估全球外籍人士在促进DP和DBE方面的关键作用，特别是在ECI仍然优于普通游客的情况下。
ABSTRACT The role of expat’s community has emerged as a cornerstone for branding tourism destinations. This study focused on 307 expats (across Korea and Turkey) and investigated the effects of perceived destination personality (DP) on destination brand equity (DBE), under the moderating influence of expat’s cultural intelligence (ECI). The findings empirically confirmed the significant positive effect of DP on DBE, however, the cross-country differences in DBE were significantly influenced by ECI. The study findings offer strategic directions for destination marketers to re-assess the vital role of global expats in boosting DP and DBE, especially when ECI remains superior over general tourists.