IMPACT OF DESTINATION SOCIAL RESPONSIBILITY ON DESTINATION BRAND EQUITY AND REVISIT INTENTION AT DESTINATIONS IN THE SOUTHEAST REGION, VIETNAM

Abstract

This study aims to examine the impact of destination social responsibility on destination brand equity and revisit intention at destinations in the Southeast region, Vietnam. Combining qualitative and quantitative research methods with a 593-tourist survey at the destinations. The results show that destination social responsibility positively affects destination brand equity and the revisit intention at the destinations. Destination social responsibility also affected revisit intention through destination brand equity as a moderating factor. From these findings, some managerial implications were proposed for tourism managers, destinations, and enterprises to be more interested in destination social responsibility activities and destination brand equity to improve the revisit intention of tourists in the Southeast region, Vietnam.