Factors affecting cultural destination brand equity: The case of Hue city
Abstract
Currently, along with the focus on the development of tourism activities, the competition in attracting tourists among tourism destinations is increasing. However, the outbreak of the Covid-19 pandemic has had significant impacts and greatly affected the attraction of tourists to tourism destinations. Therefore, tourism destinations must create their own competitive advantages compared to other destinations. In particular, tourism destinations need to pay attention to the factor of destination branding. This study conducts research, evaluates and identifies factors affecting destination brand equity. From there, there are measures to enhance destination brand equity. More specifically, this study used the case of the cultural destination of Hue City. Through quantitative research methods by analyzing questionnaires collected from 431 domestic tourists to Hue City, the research results show that the cultural destination brand equity of Hue City is influenced by the following factors: (1) Heritage assets; (2) Cultural destination brand awareness; (3) Cultural destination brand association; (4) Cultural destination brand loyalty and (5) Cultural destination brand quality. The research results show that Cultural destination brand loyalty and Cultural destination brand quality are the factors that have an essential impact on Hue City's cultural destination brand equity.