Measuring the influence of factors on destination brand loyalty – A case study of Binh Thuan province
DOI:
https://doi.org/10.56097/binhduonguniversityjournalofscienceandtechnology.v7i3.256Keywords:
Bình Thuận; Điểm đến; Lòng trung thành; Trung thành thương hiệu.Abstract
The research objective of the article is to measure the level of influence of factors
on destination brand loyalty in the case study of Binh Thuan province, thereby proposing
some implications for destination branding. The study conducted a survey of 500 tourists
who have been to Binh Thuan. The research results show that the factor with the greatest
influence on Binh Thuan destination brand loyalty is: Brand perception, followed by Brand
association. In which, Brand awareness has an impact on Brand perception and Brand
association but does not affect brand loyalty at a significance level of 0.5%. Based on the
research results, some implications are proposed for building the Binh Thuan destination
brand image such as: Building and upgrading tourism infrastructure; Improving service
quality, training tourism human resources; Building positive links with strategic partners
in the industry.
