Moderated mediation analysis of tourist-based destination brand equity: Structural differences by tourist nationality

Moderated mediation analysis of tourist-based destination brand equity: Structural differences by tourist nationality

This study examines the impact of the causal relationship between destination brand knowledge (DBK) and destination brand loyalty (DBL) on destination brand equity (DBE). It evaluates the partial mediating role of destination brand trust (DBT) and the moderating role of tourist nationality. Responses to a questionnaire from 420 Chinese and Japanese tourists, who visited Seoul, were used to conduct moderated mediation analysis. The results indicated a positive effect of DBK on DBL, suggesting that in the structure of DBE, the three dimensions of DBK—destination brand awareness, destination brand image, and destination brand quality—explain DBL. DBT improves DBL, measured through destination choice and revisit intention. Quality control strategies, including information transmission and construction of management systems for the Chinese tourist market, and brand image improvement strategies, including tourism program diversity and the development of positive messages for the Japanese tourist market, may be required in future destination brand marketing.