Research on the Relationship between Customer-based Tourism Destination Brand Equity and Tourist’ Behavioral Intentions

The purpose of this study was to examine the relationship between customer-based destination brand equity and behavioral intentions. Specifically, this study included two different behavioral intentions, namely visitation intention and product purchase intention, as a result of customer- based destination brand equity enhancement. An online survey was used for data collection. As a result of PLS modeling, the effect of customer-based destination brand equity on behavioral intentions was confirmed. More importantly, brand association had the greatest effect on brand loyalty, followed by brand salience, brand value and brand quality. Destination managers should strategically design marketing and branding strategies to increase brand association/image and brand salience. Finally, brand loyalty significantly increases destination visitation intention and product purchase intention. Our findings suggest that K-culture and its strategic direction would be beneficial for our country as a tourism destination as well as for product sales. theoretical and managerial implications are discussed.