دانلود Measuring the Relationship between Behavioral Intention and Customer-based Brand Equity by Using the Structural Equation Model SEM

Abstract

Based  on  the  Structural  Equation  Model  (SEM)  method,  this  paper  expresses  how  to examine  the  relationship  among  tourists’  behavioral  intention  and  destination  brand  equity.  The definition  of  customer-based  destination  brand  equity  is  a  combination  of  key  factors,  which  are measured  by  four  components:  destination  brand  image,  destination  brand  awareness,  destination brand quality, and destination brand loyalty. This paper focus on introducing the measurements for all the constructs (destination brand image, destination brand awareness, destination brand quality, destination  brand  loyalty,  tourists’  behavioral  intention),  and  the  analytical  procedures  used  to check instrument reliability and validity.