The influence of customer-based brand equity on destination loyalty in Malaysian urban destinations

• Philip Pong Weng Wong ^[1]
  1. [1] Taylor's University

     Taylor's University

     Malasia

     
• Localización: Tourism analysis, ISSN 1083-5423, Vol. 24, Nº. 2, 2019, págs. 249-254
• Idioma: inglés
• Texto completo no disponible (Saber más ...)
• Resumen

  • A destination that possess a positive brand equity and strong competitiveness attributes will have an advantage over its competitors in attracting a bigger share of the tourism market. This study seeks to evaluate the customer-based brand equity (CBBE) of selected urban destinations in Malaysia and also to examine the relationship between the different dimensions of CBBE and destination loyalty. Results from a regression analysis confirm the positive relationships between CBBE attributes and destination loyalty.