Research on the Formation Path of Brand Equity for Tourism Destinations Based on the PLS-SEM—An Empirical Study from the Dali Erhai Ecological Corridor
The construction of brand equity for tourism destinations is the core content of destination branding in tourism.A model of tourism destination brand equity was established from the perspective of tourists,which includes brand awareness,brand perceived quality,brand experience,brand perceived value,and brand loyalty.A path model of brand equity based on PLS-SEM was established by 482 valid questionnaires from tourists of the Dali Erhai Ecological Corridor,revealing that the total effects on brand loyalty ranked from highest to lowest as follows:brand perceived quality,brand awareness,brand experience,and brand perceived value.
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