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    Millennial Chinese consumers' perceived destination brand value

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    Sivarajah_BJR_Final.pdf (460.3Kb)
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    Publication date
    2020-08
    Author
    Luo, J.
    Dey, B.L.
    Yalkin, C.
    Sivarajah, Uthayasankar
    Punjaisri, K.
    Huang, Y.
    Yen, D.A.
    Keyword
    Destination branding
    National branding
    Tourism
    Millennial consumers
    Rights
    © 2018 The Authors. Published by Elsevier Inc. This is an open access article under the CC BY license (http://creativecommons.org/licenses/BY/4.0/).
    Peer-Reviewed
    Yes
    
    Metadata
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    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.
    URI
    http://hdl.handle.net/10454/16422
    Version
    Published version
    Citation
    Luo J, Dey BL, Yalkin C et al (2020) Millennial Chinese consumers’ perceived destination brand value. Journal of Business Research. 116: 655-665.
    Link to publisher’s version
    https://doi.org/10.1016/j.jbusres.2018.06.015
    Type
    Article
    Collections
    Management and Law Publications

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