Exploring the influence of past memories on homeland visiting: enhancing destination brand equity and extension through Myanmar immigrants’ place attachment

IF 5.7 3区管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM

Current Issues in Tourism Pub Date : 2023-10-13 DOI:10.1080/13683500.2023.2269463

You-De Dai, Shih-Shuo Yeh, Eain Chuu Zin, Htet Htet Lin, Tzung-Cheng Huan

{"title":"Exploring the influence of past memories on homeland visiting: enhancing destination brand equity and extension through Myanmar immigrants’ place attachment","authors":"You-De Dai, Shih-Shuo Yeh, Eain Chuu Zin, Htet Htet Lin, Tzung-Cheng Huan","doi":"10.1080/13683500.2023.2269463","DOIUrl":null,"url":null,"abstract":"ABSTRACTThis research examines the impact of immigrants’ past memories on destination brand equity and destination brand extension for homeland visiting. Based on the perspective of Myanmar immigrants, this study aims to explore whether travel motivation moderates the influence of past memories on place attachment. Additionally, it investigates whether place attachment positively affects destination brand equity and destination brand extension. The questionnaire involved Myanmar immigrants living in Taiwan for over a year, using convenience sampling. A total of 500 questionnaires were distributed, with 385 questionnaires considered effective, resulting in a response rate of 77%. The findings of this study indicate that (1) past memories have a positive effect on place attachment; (2) place attachment positively influences destination brand equity and destination brand extension; (3) travel motivation moderates the impact of past memories on place attachment. Finally, the implications for managerial practice, research limitations, and future research directions are discussed.KEYWORDS: Past memoryplace attachmenttravel motivationdestination brandhomeland visiting Disclosure statementNo potential conflict of interest was reported by the author(s).Additional informationFundingThis work was supported by Ministry of Science and Technology, Taiwan [grant number MOST 107-2410-H-260-030-SSS (to You-De Dai)].","PeriodicalId":51354,"journal":{"name":"Current Issues in Tourism","volume":"130 1","pages":"0"},"PeriodicalIF":5.7000,"publicationDate":"2023-10-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Current Issues in Tourism","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1080/13683500.2023.2269463","RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"HOSPITALITY, LEISURE, SPORT & TOURISM","Score":null,"Total":0}

引用次数: 0

Abstract

ABSTRACTThis research examines the impact of immigrants’ past memories on destination brand equity and destination brand extension for homeland visiting. Based on the perspective of Myanmar immigrants, this study aims to explore whether travel motivation moderates the influence of past memories on place attachment. Additionally, it investigates whether place attachment positively affects destination brand equity and destination brand extension. The questionnaire involved Myanmar immigrants living in Taiwan for over a year, using convenience sampling. A total of 500 questionnaires were distributed, with 385 questionnaires considered effective, resulting in a response rate of 77%. The findings of this study indicate that (1) past memories have a positive effect on place attachment; (2) place attachment positively influences destination brand equity and destination brand extension; (3) travel motivation moderates the impact of past memories on place attachment. Finally, the implications for managerial practice, research limitations, and future research directions are discussed.KEYWORDS: Past memoryplace attachmenttravel motivationdestination brandhomeland visiting Disclosure statementNo potential conflict of interest was reported by the author(s).Additional informationFundingThis work was supported by Ministry of Science and Technology, Taiwan [grant number MOST 107-2410-H-260-030-SSS (to You-De Dai)].

查看原文本刊更多论文

探究过去记忆对故土访问的影响:透过缅甸移民的地方依恋提升目的地品牌资产与延伸

摘要本研究探讨移民过去记忆对目的地品牌资产及目的地品牌延伸的影响。本研究基于缅甸移民的视角，探讨旅行动机是否会调节过去记忆对地方依恋的影响。此外，研究还探讨了地点依恋对目的地品牌资产和目的地品牌延伸的正向影响。问卷调查对象为在台湾居住一年以上的缅甸移民，采用方便抽样。共发放问卷500份，有效问卷385份，回复率为77%。研究结果表明:(1)过去记忆对地方依恋有正向影响;(2)地点依恋正向影响目的地品牌资产和目的地品牌延伸;(3)旅行动机调节过去记忆对地点依恋的影响。最后，对管理实践的启示、研究的局限性和未来的研究方向进行了讨论。关键词:过去的记忆;地点依恋;旅行动机;目的地品牌;本研究由台湾科学技术部资助[批准号MOST 107-2410-H-260-030-SSS(给戴有德)]。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

求助全文

约1分钟内获得全文求助全文

来源期刊

Current Issues in Tourism HOSPITALITY, LEISURE, SPORT & TOURISM-

CiteScore

15.50

自引率

10.00%

发文量

230

期刊介绍： Journal metrics are valuable for readers and authors in selecting a publication venue. However, it's crucial to understand that relying on any single metric provides only a partial perspective on a journal's quality and impact. Recognizing the limitations of each metric is essential, and they should never be considered in isolation. Instead, metrics should complement qualitative reviews, serving as a supportive tool rather than a replacement. This approach ensures a more comprehensive evaluation of a journal's overall quality and significance, as exemplified in Current Issues in Tourism.