Citation

Rahman, Muhammad Sabbir and Bag, Surajit and Hassan, Hasliza and Hossain, Md Afnan and Singh, Rajesh Kumar (2022) Destination brand equity and tourist's revisit intention towards health tourism: an empirical study. Benchmarking: An International Journal, 29 (4). pp. 1306-1331. ISSN 1463-5771

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Abstract

This paper aims to investigate the relationship between destination brand equity and tourist's revisit intention towards health tourism destinations. The study also examines the mediating effect of destination brand association between destination-based brand equity and travellers' revisit intention for health tourism destinations. A survey instrument is used to examine the relationships in the proposed model using the co-variance-based structural equation modelling (SEM) technique. The collected primary data from two hundred forty-six respondents (n = 246) are analysed to test the relationship amongst exogenous, mediating, moderating and endogenous constructs articulated in the proposed structural model.

Item Type:	Article
Uncontrolled Keywords:	Product management Brand association, Destination brand equity
Subjects:	H Social Sciences > HF Commerce > HF5001-6182 Business > HF5410-5417.5 Marketing. Distribution of products
Divisions:	Faculty of Management (FOM)
Depositing User:	Ms Nurul Iqtiani Ahmad
Date Deposited:	30 Aug 2021 10:04
Last Modified:	05 Jul 2022 04:48
URII:	http://shdl.mmu.edu.my/id/eprint/9460

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