Assessment of the destination image, brand loyalty, and overall brand equity of three convention tourism destinations in East Asia

Pao Yue-kong Library Electronic Theses Database

Assessment of the destination image, brand loyalty, and overall brand equity of three convention tourism destinations in East Asia

 

Author: Moon, Jayoung
Title: Assessment of the destination image, brand loyalty, and overall brand equity of three convention tourism destinations in East Asia
Degree: M.Sc.
Year: 2014
Subject: Convention facilities -- China -- Hong Kong.
Convention facilities -- China -- Beijing.
Convention facilities -- Korea (South) -- Seoul.
Sales meetings -- China -- Hong Kong.
Sales meetings -- China -- Beijing.
Sales meetings -- Korea (South) -- Seoul.
Hong Kong Polytechnic University -- Dissertations
Department: School of Hotel and Tourism Management
Pages: x, 97 leaves ; 30 cm
Language: English
InnoPac Record: http://library.polyu.edu.hk/record=b2819552
URI: http://theses.lib.polyu.edu.hk/handle/200/8127
Abstract: As one of the most important segments in the tourism industry, the convention industry has experienced rapid growth in recent decades. The global share of the convention market held by Asia is growing gradually. As East Asian countries recognize the convention industry as a high value-added and knowledge-based industry with strong economic impact, governments have taken the initiative to develop their convention industries and this increased competition among destinations. Given greater competition and the higher expectations of attendees, the important role of convention destination branding has been recognized in Asian countries. Furthermore, destinations need a more comprehensive understanding of attendees' behavior and feedback as a basis for creating an efficient and effective marketing strategy. There have been few approaches testing the Customer-Based Brand Equity (CBBE) model in relation to tourism destinations. This study tried to measure the destination image, perceived quality, brand loyalty, and overall brand equity of three major convention tourism destinations in East Asia Hong Kong, Beijing, and Seoul from the perspective of association meeting attendees. A total of 208 questionnaires were collected, 137 in Hong Kong and 71 from Seoul, Korea. The results of this study supported three paths: 1) "various convention facilities and services" to "perceived quality," 2) "perceived quality" to "brand loyalty," and 3) "brand loyalty" to "overall brand equity". This study will thus assist destination marketers to understand their destination brand equity in a broad spectrum and utilize the results for their strategic marketing activity.

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