MODELLING THE NEW BRAND EQUITY OF DESTINATION THEORY AND TRAVEL INTENTION: AN EMPIRICAL STUDY FROM VIETNAM

Abstract

Purpose – There is a lack of research on the causal relationship between a tourism destination’s new brand equity and travel intention. This study aims to identify and explore the model of tourism destination new brand equity, validate and evaluate the relationships between tourism destination new brand equity elements and travel intention in the context of tourism destinations. Design – This study collected primary data from March to May 2021 based on a questionnaire survey of 589 domestic tourists traveling to Dong Thap province. The newly proposed conceptual framework was evaluated and validated using the PLS-SEM method. Findings – The main new findings of this study were the identification of the nine constructs of destination brand equity and their association with travel likelihood. The study revealed the effect of the new constructs of destination brand equity constructs on travel willingness, which can promote domestic tourism in Dong Thap province. Originality of the research – The current study can be considered as an important contribution to the theoretical and managerial implications for local authorities to understand the new model of destination brand equity from the perspective of domestic tourists. The findings of this study may increase travel intention and promote tourism in Dong Thap province.