Title: Examining the interrelationships among destination brand image, destination perceived quality, tourist satisfaction and tourist loyalty: evidence from Danang City, Vietnam
Authors: Tran Trung Vinh; Tran Thi Kim Phuong
Addresses: University of Economics, The University of Danang, 71 Ngu Hanh Son Street, Ngu Hanh Son District, Danang City, Vietnam ' University of Economics, The University of Danang, 71 Ngu Hanh Son Street, Ngu Hanh Son District, Danang City, Vietnam
Abstract: This paper aimed to examine the interrelationships among destination brand image, destination perceived quality, tourist satisfaction and tourist loyalty. Therefore, the study proposed a conceptual model and applied it to a specific destination - Danang, Vietnam. Structural equation modelling was conducted to test the research model and hypotheses through data collected from 317 domestic tourists. The results indicate the following: 1) that destination brand image is influenced by its components; 2) there are significant, direct positive effects of destination brand image on destination perceived quality and tourist satisfaction; 3) tourist satisfaction has a significant direct impact on tourist loyalty; 4) although the direct effect of destination brand image on loyalty is not found, there is an indirect effect in this relationship, as mediated by tourist satisfaction; 5) destination perceived quality has both direct and indirect effects on tourist loyalty. The research results can make a valuable contribution to the development of tourism in Danang.
Keywords: cognitive image; affective image; destination brand image; DBI; destination perceived quality; DPQ; tourist satisfaction; tourist loyalty; Vietnam.
International Journal of Tourism Policy, 2017 Vol.7 No.4, pp.352 - 374
Received: 15 Dec 2016
Accepted: 12 Jun 2017
Published online: 27 Nov 2017 *