 Does live performance play a critical role in building destination brand equity — A mixed-method study of “Impression Dahongpao"Shu-Ning Zhang, Yong-Quan Li, Chih-Hsing Liu and Wen-Qi Ruan Journal of Retailing and Consumer Services, 2021, vol. 59, issue C Abstract: A tourism live performance is a critical carrier of localism. It condenses local symbols and creates a significant approach to building a destination brand. However, to date, few studies have investigated this significant topic. To address the unresolved problem of the function and mechanism of the effect of a live performance on destination brand equity, this study employed a quantitative-dominant, concurrent nested mixed-method approach using 507 questionnaires (Study 1) and 14 semistructured interviews (Study 2). Based on symbolic interaction theory, the results confirmed that tourism live performance enhanced the destination brand equity, and the key link is for tourists to achieve a flow experience. Further, creative performance, visual appeal, cultural contact and authenticity created tourists' flow experience. The original findings of this study provide potential contributions to the development of destination brand equity. Keywords: Live performance; Destination brand equity; Flow experience; Creative performance; Visual appeal; Cultural contact; Mixed-method (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:59:y:2021:i:c:s0969698920314004 DOI: 10.1016/j.jretconser.2020.102392 Access Statistics for this article Journal of Retailing and Consumer Services is currently edited by Harry Timmermans More articles in Journal of Retailing and Consumer Services from Elsevier |
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