A Study Of Tourist-based Country Brand Equity

Since the1990s, the world economic globalization makes countries like corporationsparticipate in the global competition, which has caused country brand building. The core and themain content of country branding is to create and enhance country brand equity. Tourism is themost effective factor to build country brand. However, there has been no research of country brandequity from the perspective of tourism destination so far. This study discusses the tourist-basedcountry brand equity from the perspective of China as a tourism destination. The study does asystematic review and analysis of relative literature. And based on that, we explores theconnotation of tourist-based country brand equity, recognizes the dimensions of tourist-basedcountry brand equity, develops the scale of tourist-based country brand equity and builds thestructural model of tourist-based country brand equity. Finally, we make recommendations to themanagement and marketing of country brand. The object of this study is Chinese inbound tourists.We do the questionnaire in Shanghai’s Pudong international airport. At last,307pieces of effectivequestionnaire are returned. We use confirmatory factor analysis and structural equation modelanalysis by the SPSS14.0and AMOS17.0statistical software to analyze the sample. The mainconclusions of this study are as followed:(1) Identify and test six dimensions of tourist-basedcountry brand equity, namely "country brand awareness","macro country brand image","microcountry brand image"," country brand quality"," country brand loyalty "and" country brandvalue".(2) Develop and test a scale of tourist-based country brand equity. Ultimately, the scalewhich has rational reliability and validity is composed of25items.(3)Build and test a structuralmodel of tourist-based country brand equity. Micro country brand image is confirmed as the coredimension of tourist-based country brand equity. And we finally establish nine paths between thesix dimensions. The paths are as followed.(4)Analyze if there is something difference of theperception of tourist-based country brand equity between tourists of different demographiccharacteristics (gender, marital status, educational level, nationality, age) and consumer behaviorcharacteristics (tour times)。...