#4901. Is the destination brand loyalty mechanism invariable? A comparative study from China

August 2026publication date
Proposal available till 02-06-2025
4 total number of authors per manuscript0 $

The title of the journal is available only for the authors who have already paid for
Journal’s subject area:
Business and International Management;
Strategy and Management;
Tourism, Leisure and Hospitality Management;
Marketing;
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Abstract:
Tourism area life cycle (TALC) theory has become a major topic in destination research; however, few scholars have used TALC theory to explain the dynamic relationship among customer-based brand equity (CBBE) elements. This study proposes and tests a model of CBBE to explain destination brand loyalty mechanisms at different TALC stages. The findings indicate that at the involvement stage, brand image and brand awareness are the keys to enhancing brand trust, and brand attachment partially mediates the relationship of brand trust on brand loyalty; at the consolidation stage, brand quality is the key to enhancing brand trust, and brand attachment completely mediates the effect of brand trust on brand loyalty. The findings could help deepen the understanding of the dynamic destination brand loyalty mechanism and help destination marketing organizations be more effective at improving tourist loyalty at different TALC stages.
Keywords:
Customer-based brand equity; Loyalty; Tourism area life cycle; Trust

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