Skip to main content

Millennial Chinese Consumers' Perceived Destination Brand Value

Luo, Maria, Dey, Bidit, Yalkin, Cagri, Sivarajah, Uthayasankar, Punjaisri, Khanyapuss, Huang, Yu-An, Yen, Dorothy (2018) Millennial Chinese Consumers' Perceived Destination Brand Value. Journal of Business Research, . ISSN 0148-2963. (doi:10.1016/j.jbusres.2018.06.015)

PDF - Publisher pdf

Creative Commons Licence
This work is licensed under a Creative Commons Attribution 4.0 International License.
Download (427kB) Preview
[img]
Preview
MS Office Open XML (OOXML) - Author's Accepted Manuscript
Restricted to Repository staff only
Contact us about this Publication Download (116kB)
[img]
Official URL
https://doi.org/10.1016/j.jbusres.2018.06.015

Abstract

There has been a substantial rise in the number of Chinese tourists, with the Chinese millennials being important influencers. Yet very little is known about their tourism behavior, particularly how their perceived destination brand values influence their destination loyalty. This study brings in the consumers’ perceived brand value concept from the branding literature to investigate Chinese millennial tourists’ destination loyalty. An online survey was adopted to collect data from 287 Chinese millennial tourists. The findings offer insight into the relative effects of five dimensions of tourists’ perceived destination brand values on their destination loyalty. The findings also extend existing tourism literature, showing the moderating effects of destination brand globality, destination status (domestic vs. international) and national brand attitude on the said relationships. Managerial implications to better target Chinese millennials are discussed together with future research directions.

Item Type: Article
DOI/Identification number: 10.1016/j.jbusres.2018.06.015
Subjects: H Social Sciences > HF Commerce > HF5415 Marketing
Divisions: Faculties > Social Sciences > Kent Business School > Marketing
Depositing User: Khanyapuss Punjaisri
Date Deposited: 13 Aug 2018 16:24 UTC
Last Modified: 15 Jul 2019 13:01 UTC
Resource URI: https://kar.kent.ac.uk/id/eprint/68549 (The current URI for this page, for reference purposes)
Punjaisri, Khanyapuss: https://orcid.org/0000-0003-0129-2554
  • Depositors only (login required):

Downloads

Downloads per month over past year