Understanding the impact of culinary brand equity and destination familiarity on travel intentions

Jeou-Shyan Horng, Chih-Hsing Liu, Hsin-Yu Chou and Chang-Yen Tsai

Tourism Management, 2012, vol. 33, issue 4, 815-824

Abstract: This paper explores determinants of brand equity and the role of destination familiarity for travel intentions in culinary tourism from the perspective of foreign tourists. This analysis advocates four elements for brand equity (brand loyalty, brand image, perceived quality and brand awareness) for culinary travel intentions in Taiwan. Building on extensive literature, this study developed and empirically tested a model of the relationship using survey data collected from 407 foreign tourists from ten regions. The results indicate that there is a direct positive relationship between brand equity and travel intentions in culinary tourism. Moreover, the study recognizes the moderating role of destination familiarity, which positively moderates the effect of brand loyalty and perceived quality on travel intentions.

Keywords: Brand equity; Culinary tourism; Destination familiar; Travel intention (search for similar items in EconPapers)
Date: 2012
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Citations: View citations in EconPapers (35)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:touman:v:33:y:2012:i:4:p:815-824

DOI: 10.1016/j.tourman.2011.09.004

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