Effects of Customer-Based Brand Equity (CBBE) on Guest Experience in Beach and Island Resort

This study investigates the effect of customer-based brand equity (CBBE) on guests’ experience in the beach and island resort settings. A survey method was adopted by using a self-administered questionnaire. Purposive sampling was employed, and data were collected from 200 guests who had stayed at beach and island resorts in seven destinations. A Structural Equation Model (Partial Least Squares-SEM or PLS-SEM) approach was applied to analyze the data. The findings in this study reveal that the hypothesized relationship between brand association and guests’ experience and perceived quality was supported. However, the findings failed to support the hypothesized relationship between brand awareness and guests’ experience. This study offers several theoretical contributions, followed by managerial implications and outlines potential directions for future research.