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Structural relationships among involvement, destination brand equity, satisfaction and destination visit intentions: The case of Japanese outbound travelers

The Georgia State University, USA, skim{at}gsu.edu

Hye-Sook Han

The Georgia State University, USA

Stephen Holland

The Georgia State University, USA

Kevin K. Byon

The Georgia State University, USA

The concept of involvement and destination brand equity and its relationship to satisfaction, intention to revisit, and willingness to spend money was explored in a sample of 369 international tourists. Applying structural equation modeling, this study focused on the effects that destination brand equity had as a potentially significant mediating variable in the involvement destination brand equity satisfaction intention to revisit and willingness to spend money relationships. Findings indicate managers should understand destination brand equity as an essential antecedent of satisfaction and they need to manage the factors associated with destination brand equity. Of the factors contributing to destination brand equity, destination managers should maximize their promotional mix to improve their target groups’ preferences, value, popularity and price premiums identified as the more important factors.

Key Words: destination brand equity • intention to visit • involvement • satisfaction • Structural Equation Modeling (SEM)

Journal of Vacation Marketing, Vol. 15, No. 4, 349-365 (2009)
DOI: 10.1177/1356766709335835


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