Abstraction Representation in Destination Brand Equity: A Multigroup Mediation with Kansas Tourists

Abstract

Introduction: Many tourism management scholars have noted the importance of testing the extent to which research results generalize across meaningful idiosyncrasies such as psychological and sociological factors. However, marketing strategies aimed at attracting potential new visitors can be difficult to develop when considering the dimensions of destination perceptions. Buil, Chernatony, and Martinez (2013) noted that to understand the destination equity creation process better, researchers could examine direct and indirect relationships of antecedents. Using the classic Destination Marketing Theory, the current study aims to examine the differences between new/repeat visitors with dimensions of destination equity using destination awareness, quality, value as indicators. Methods/Results: This study collected a sample of 222 tourists who visited Kansas at least once. To control for common method variances, the questionnaire was pilot tested for clarity, and participants were recruited from multiple states during two different months. A standard two-step approach was conducted using SPSS V.22 and SmartPLS 3.0. A formative model with bootstrapping method validated a higher-order destination equity model using destination awareness, quality and value as indicators with acceptable internal consistency (Cronbach’s α>0.7), composite reliability (CR>0.8), and good convergent and discriminant validity (all AVE>0.7; Hair et al., 2017). Further analysis using partial-least square algorithms demonstrated robust predictability in destination loyalty (Adjusted R2=0.69) and revisit intention (Adjusted R2=0.57). Multigroup structural equation modeling (MSEM) confirmed a full mediation effect with new visitors from destination equity to revisit intention through destination loyalty. However, no significant indirect effect was found with repeat visitors. A post-hoc Henseler’s method showed the difference between the original indirect effect path coefficients was not substantial (J2=0.17, p=0.15). Discussion/Implications: Overall, our study conducted a sequential set of MSEM procedures by presenting destination equity as a multi-dimension construct with different indirect relationships between the first and repeat visitors group. Our results indicate tourists who are new to Kansas destinations consider more of the branding/reputation of the destination, compared to quality and price. Specifically, new visitors rationalize their intention to revisit the destination by justifying their comparison of destination awareness, quality, and value through their loyalty to the destination. Conversely, a full mediation relationship did not exist within the repeat visitors group. Repeat visitors tend not to be influenced by their loyalty, but more directly concerned with the quality and value of the visit. Furthermore, the post-hoc comparison between new and repeat visitors was not significant, indicating the future potential to investigate across heterogeneous nature of tourists.