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What Makes Travelers Choose Japan Over Other Destinations: The Application Of Customer-Based Brand Equity Theory And Tourism Xenophilia, Midori Yamazaki
What Makes Travelers Choose Japan Over Other Destinations: The Application Of Customer-Based Brand Equity Theory And Tourism Xenophilia, Midori Yamazaki
Graduate Thesis and Dissertation 2023-2024
Customer-based brand equity (CBBE) has been extensively applied to examine a variety of travelers' behavioral intentions and tourism destination choices. However, from the perspective of competition among destinations, the use of the overall destination brand equity (ODBE) dimension is still in its experimental stage. The objective of this research is to determine the impact of destination brand awareness (DBA), image (DBI), quality (DBQ), and value (DBV) on ODBE. Specifically, this study focuses on the case of Japan tourism from the view of American travelers. Moreover, this study aims to incorporate tourism xenophilia (TXI), which is an emerging concept in tourism …