 The effect of Cultural Intelligence on consumer-based destination brand equityDolores M. Frías-Jamilena, Carmen M. Sabiote-Ortiz, Josefa D. Martín-Santana and Asunción Beerli-Palacio Annals of Tourism Research, 2018, vol. 72, issue C, 22-36 Abstract: Achieving destination appeal and competitiveness is a major priority of tourist destination managers. They must implement new strategies that are distinct from those of their competitors and that influence tourists’ perceptions, attitudes and behaviors and reinforce the brand equity of the destination. The present work focuses on Cultural Intelligence (CQ). CQ increasingly features in business strategy due to the effect of cultural differences and diversity on tourist behavior. The aim is to propose and validate a model that captures the effect of tourists’ CQ on their evaluation of the destination. Using a sample of 503 tourists visiting Spain, the study demonstrates that a tourist’s CQ influences their assessment of destination brand equity and that this relationship is moderated by tourism type. The paper presents a series of implications of interest both to scholars and professionals in the tourism sector. Keywords: Cultural Intelligence; Brand equity; Tourist destination (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:anture:v:72:y:2018:i:c:p:22-36 DOI: 10.1016/j.annals.2018.05.009 Access Statistics for this article Annals of Tourism Research is currently edited by John Tribe More articles in Annals of Tourism Research from Elsevier |
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