Abstract
There has been a substantial rise in the number of Chinese tourists, with the Chinese millennials being important influencers. Yet very little is known about their tourism behavior, particularly how their perceived destination brand values influence their destination loyalty. This study brings in the consumers' perceived brand value concept from the branding literature to investigate Chinese millennial tourists' destination loyalty. An online survey was adopted to collect data from 287 Chinese millennial tourists. The findings offer insight into the relative effects of five dimensions of tourists' perceived destination brand values on their destination loyalty. The findings also extend existing tourism literature, showing the moderating effects of destination brand globality, destination status (domestic vs international) and national brand attitude on the said relationships. Managerial implications to better target Chinese millennials are discussed together with future research directions.
Highlights
The tourism industry has enjoyed dynamic and continuous growth in the past two decades and has become one of the fastest growing sectors in economic development worldwide (UNWTO, 2016)
To address this literature gap, this study proposes to expand on the current understanding of destination branding by merging branding and tourism literature to explain the effects of consumer brand value on tourists' destination loyalty
Confirmatory factor analysis (CFA) is conducted to assess the correspondence of all items with their respective latent variables
Summary
The tourism industry has enjoyed dynamic and continuous growth in the past two decades and has become one of the fastest growing sectors in economic development worldwide (UNWTO, 2016). Whilst extant branding literature suggests that consumers' perceived brand value is one of the most influential concepts to investigate consumer behaviors, predicting loyalty, and behavioral intention (Cronin, Brady, & Hult, 2000), the application of consumer perceived value in influencing tourists' behaviors is under researched. To address this literature gap, this study proposes to expand on the current understanding of destination branding by merging branding and tourism literature to explain the effects of consumer brand value on tourists' destination loyalty
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