The purpose of this paper is to: first, identify the direct significant
influence of destination brand promotion and destination brand quality on
destination brand loyalty among international tourists’ and, second, to
examine the direct significant influence of destination brand promotion and
destination brand quality on destination perceived value. Third, to
determine the mediating effect of destination perceived value on the
relationship among destination brand promotion, destination brand quality,
and destination brand loyalty. Questionnaires were distributed and self
administered to 700 respondents. Descriptive analysis, factors analysis, test
of reliability, correlation test, and regression analysis were used in this
study. Results of the regression analyses demonstrated that there is a
positive and significant relationship among destination brand promotion,
destination brand quality and destination brand loyalty. Thus, results from
multiple regressions indicate a significant and positive relationship
between destination brand promotion, destination brand quality and
destination perceived value. Finally, destination perceived value was found
mediate the relationship among destination brand promotion, destination
brand quality and destination brand loyalty. Furthermore, implications of
this work and directions for future research are discussed
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Posté Le : 20/05/2021
Posté par : einstein
Ecrit par : - Al-azzam Fattah - Khanfar Iyad A.a.
Source : مجلة اقتصاديات شمال افريقيا Volume 10, Numéro 12, Pages 1-24