The effect of self-destination image congruity on destination brand equity an empirical study of tourist destinations in VietnamThe effect of self-destination image congruity on destination brand equity an empirical study of tourist destinations in VietnamThe effect of self-destination image congruity on destination brand equity an empirical study of tourist destinations in VietnamThe effect of self-destination image congruity on destination brand equity an empirical study of tourist destinations in VietnamThe effect of self-destination image congruity on destination brand equity an empirical study of tourist destinations in VietnamThe effect of self-destination image congruity on destination brand equity an empirical study of tourist destinations in VietnamThe effect of self-destination image congruity on destination brand equity an empirical study of tourist destinations in VietnamThe effect of self-destination image congruity on destination brand equity an empirical study of tourist destinations in VietnamThe effect of self-destination image congruity on destination brand equity an empirical study of tourist destinations in VietnamThe effect of self-destination image congruity on destination brand equity an empirical study of tourist destinations in VietnamThe effect of self-destination image congruity on destination brand equity an empirical study of tourist destinations in VietnamThe effect of self-destination image congruity on destination brand equity an empirical study of tourist destinations in VietnamThe effect of self-destination image congruity on destination brand equity an empirical study of tourist destinations in VietnamThe effect of self-destination image congruity on destination brand equity an empirical study of tourist destinations in VietnamThe effect of self-destination image congruity on destination brand equity an empirical study of tourist destinations in VietnamThe effect of self-destination image congruity on destination brand equity an empirical study of tourist destinations in VietnamThe effect of self-destination image congruity on destination brand equity an empirical study of tourist destinations in VietnamThe effect of self-destination image congruity on destination brand equity an empirical study of tourist destinations in VietnamThe effect of self-destination image congruity on destination brand equity an empirical study of tourist destinations in VietnamThe effect of self-destination image congruity on destination brand equity an empirical study of tourist destinations in VietnamThe effect of self-destination image congruity on destination brand equity an empirical study of tourist destinations in VietnamThe effect of self-destination image congruity on destination brand equity an empirical study of tourist destinations in Vietnam
MINISTRY OF EDUCATION AND TRAINING UNIVERSITY OF ECONOMICS HO CHI MINH CITY TRAN THI KIM PHUONG THE EFFECT OF SELF-DESTINATION IMAGE CONGRUITY ON DESTINATION BRAND EQUITY: AN EMPIRICAL STUDY OF TOURIST DESTINATIONS IN VIETNAM DISSERTATION HO CHI MINH CITY – 2023 MINISTRY OF EDUCATION AND TRAINING UNIVERSITY OF ECONOMICS HO CHI MINH CITY TRAN THI KIM PHUONG THE EFFECT OF SELF-DESTINATION IMAGE CONGRUITY ON DESTINATION BRAND EQUITY: AN EMPIRICAL STUDY OF TOURIST DESTINATIONS IN VIETNAM Major: Business Administration Training direction: Research Code: 9340101 DISSERTATION Academic advisors: Prof Dr NGUYEN DONG PHONG Asso Prof Dr LE NHAT HANH HO CHI MINH CITY – 2023 i DECLARATION OF AUTHENTICITY I with this declare that this thesis is my research work carried out under the guidance of Prof Dr Nguyen Dong Phong and Asso Prof Dr Le Nhat Hanh The data and results presented in the thesis are honest and strictly comply with regulations on intellectual property and academic integrity Author Tran Thi Kim Phuong ii ACKNOWLEDGMENTS With great emotion, I wish to express my gratitude to those who supported me during my Ph.D research First, I would like to express my deep gratitude to the University of Economics Ho Chi Minh City, which allowed me to study and practice while honing my skills and broadening the scope of my knowledge I want to thank all the lecturers who taught me in class and participated in the committees related to the topic defense for their sincere, valuable, and meaningful suggestions so as to further improve my thesis I want to thank School of Management, especially Dr Ngo Quang Huan – Dean of the Faculty, and Mrs Le Thi Tinh – faculty secretary, and the Postgraduate Training Institute - UEH, especially Asso Prof Dr Ho Viet Tien – Director, and Mr Nguyen Duy Khang – in charge of Ph.D students, have supported me a lot in studying and making the topic defense documents at all levels Most importantly, I would like to express my deep gratitude to my two academic advisors, Prof Dr Nguyen Dong Phong and Asso Prof Dr Le Nhat Hanh I am fortunate to have written my thesis under both lecturers' guidance Thank you, my teachers, for always being with me, giving me directions, suggestions, and encouragement to complete my thesis to the best of my capabilities Second, I would like to express my deep appreciation to the University of Economics, University of Da Nang, where I have worked and been attached for a long period of time, for providing such a fertile environment throughout my entire period of study In particular, I would like to express my sincere gratitude to Dr Vo Thi Quynh Nga, Dean of the Faculty of Tourism, and all my colleagues who have continually supported me with all their might, creating favorable conditions for my research and constantly encouraging me during the study process Third, I would like to thank the experts for their discussions and comments which helped me make essential corrections and additions related to the actual research context of my thesis At the same time, I would like to thank Huynh Duc Anh Khoa— President of the Travelling Club, University of Economics, University of Da Nang— and the students of this club, who have greatly supported me in tirelessly collecting iii data so that I could work on my thesis I would also like to express my sincere thanks to Mr Chris Herbert—a proofreading expert and a companion in my research journey Thank you for supporting me enthusiastically in your proofing to improve the presentation of my scholarly endeavors Fourth, I would like to give my love and sincere thanks to the talented couple – Dr Nguyen Phuoc Quy Duy and Dr Su Ngoc Diep Thank you for sharing your valuable experiences that helped me improve my research and allowed me to collaborate with you At the same time, I would like to profess my gratitude, appreciation, and sincerity to my special partner—Asso Prof Dr Tran Trung Vinh Thank you for sticking with me for over ten years since I was a virtual toddler when it came to doing research That road has been so beautiful and full of memories with your companionship Thank you for always being there for me, supporting, encouraging, and sharing my sorrows and joys Fifth, I also not forget to express my sincere thanks to my close friends in the groups such as "Ăn- Chơi- Đẹp," "Hội nông dân Du lịch," "Ai đẹp- DUE," "Câu like DULI," "Cựu người đẹp STUST," "Lan- Quế- Phường," "Chị em DUE," "Gái đẹp UEH," "Chị em đại học." Phuong Phuong thanked everyone for always being there to encourage sharing joys and sorrows, especially when my mood was down My learning and life journey is beautiful with you by my side Sixth, my study path would not be complete without my family's care, encouragement, and understanding, especially that of my husband, Tran Minh Tien Thank you for always understanding, respecting my decisions, and accompanying me through the most challenging times Seventh, I want to shed tears and give thanks to myself; I never gave up and tried to follow my passion for learning and research I am thankful for my striving to reach the goals that I set, whether successful or not, nevertheless trying to improve every day iv Ultimately, I want to say, "Thanks for this life"! Thank you to this life for giving me the health, will, and energy to pursue my dreams Author Tran Thi Kim Phuong v TABLE OF CONTENT DECLARATION OF AUTHENTICITY i ACKNOWLEDGMENTS ii TABLE OF CONTENT v LIST OF ABBREVIATIONS .x LIST OF TABLES xi LIST OF FIGURES xiii ABSTRACT xiv CHAPTER 1: INTRODUCTION .1 1.1 Research background 1.1.1 Review of studies on destination brand equity 1.1.2 Identify research gaps 13 1.1.3 Research motivation 19 1.2 Research objectives and questions 20 1.2.1 The general research objective 20 1.2.2 Specific research objectives .20 1.2.3 Specific research questions 21 1.3 Object and scope of the study 23 1.3.1 Object of the study 23 1.3.2 Scope of the study 23 1.4 Research methodology 24 1.4.1 Qualitative preliminary research 24 1.4.2 Quantitative preliminary research 24 1.4.3 Quantitative formal research 24 vi 1.5 Research contributions 25 1.5.1 Theoretical contributions 25 1.5.2 Managerial implications 27 1.6 Structure of the study 28 SUMMARY OF CHAPTER 29 CHAPTER 2: LITERATURE REVIEW AND THEORETICAL MODEL 30 2.1 Destination 30 2.2 Destination brand 31 2.3 Destination branding .32 2.4 Destination brand equity 34 2.4.1 Customer-based brand equity 34 2.4.2 Customer-based brand equity applied to tourism destinations 37 2.4.3 Components of destination brand equity 46 2.5 Self-destination image congruity (SIC) 52 2.6 Cognition-affect-conation (C-A-C) model .63 2.7 Theoretical framework and hypothesis development .71 2.7.1 Theoretical framework development .71 2.7.2 Research hypothesis development 75 SUMMARY OF CHAPTER 89 CHAPTER 3: RESEARCH METHODOLOGY 91 3.1 Study context 91 3.1.1 Overview 93 3.1.2 Characteristics of the tourism market .94 3.2 Research design 100 vii 3.2.1 Research methods 100 3.2.2 Research process 102 3.3 Research scales 111 3.3.1 Self-destination image congruity 111 3.3.2 Destination brand awareness 112 3.3.3 Destination brand image 113 3.3.4 Destination perceived quality 114 3.3.5 Destination brand satisfaction 114 3.3.6 Destination brand loyalty 115 3.4 Group discussion 116 3.4.1 Purpose 116 3.4.2 List of experts 116 3.4.3 Group discussion process 116 3.4.4 Results of group discussion 117 3.5 Quantitative preliminary research 118 3.5.1 Information of respondents 118 3.5.2 Cronbach's alpha reliability analysis 119 3.5.3 Exploratory factor analysis (EFA) 121 3.6 Quantitative formal research 124 3.6.1 Questionnaire design 124 3.6.2 Sampling design 126 SUMMARY OF CHAPTER 127 CHAPTER 4: RESEARCH RESULTS 128 4.1 Profile of respondents 128 viii 4.2 Descriptive analysis 131 4.3 Evaluation of the scales 134 4.4 Evaluation of measurement models 136 4.4.1 Self-destination image congruity CFA 136 4.4.2 Destination brand image CFA 139 4.4.3 Proposed model CFA 142 4.5 Evaluation of common method bias 145 4.6 Evaluation of the structural model and research hypotheses 149 4.6.1 Evaluation of the structural model 149 4.6.2 Evaluation of direct relationships 150 4.6.3 Evaluation of a moderating effect (gender) 155 4.6.4 Evaluation of the moderating effect (visit frequency) 158 SUMMARY OF CHAPTER 162 CHAPTER 5: CONCLUSIONS AND IMPLICATIONS 163 5.1 Summary of research content 163 5.2 Discussion of research results 165 5.3 Implications of research results 176 5.3.1 Theoretical implications 176 5.3.2 Managerial implications 180 5.4 Limitations and directions for future research 187 LIST OF AUTHOR’S PUBLISHED PAPERS 188 REFERENCES 191 APPENDICES 223 APPENDIX A LIST OF EXPERTS 223 315 DBS3 DBL4 DBL3 DBL2 DBL1 DPQ1 DPQ2 DPQ3 DPQ4 DBI9 DBI8 DBI7 DBI6 DBI5 DBI3 DBI2 DBI1 DBA4 DBA3 DBA2 DBA1 ISIC1 ISIC2 ISIC3 ASIC1 ASIC2 ASIC3 Estimate 544 574 652 508 519 598 626 623 529 617 517 437 474 501 492 560 508 535 542 507 495 554 628 592 591 649 653 Standardized Regression Weights: (Group number - Default model) Parameter DBA < DBI < DBI < DPQ < DPQ < DPQ < DBS < DBS < DBS < DBS < ASIC < ISIC < CI < AI < DBL < ASIC3 < ASIC2 < - SIC SIC DBA SIC DBA DBI SIC DBA DBI DPQ SIC SIC DBI DBI DBS ASIC ASIC SE 060 071 076 062 056 062 064 059 068 062 045 048 062 055 043 017 020 SE-SE 001 002 002 001 001 001 001 001 002 001 001 001 001 001 001 000 000 Mean 250 236 286 382 072 204 388 185 206 280 790 774 794 643 517 807 805 Bias -.001 002 -.001 002 -.001 002 -.002 001 -.001 002 001 000 -.002 002 000 -.001 -.001 SE-Bias 002 002 002 002 002 002 002 002 002 002 001 002 002 002 001 001 001 316 Parameter ASIC1 < ISIC3 < ISIC2 < ISIC1 < DBA1 < DBA2 < DBA3 < DBA4 < DPQ4 < DPQ3 < DPQ2 < DPQ1 < DBL1 < DBL2 < DBL3 < DBL4 < DBS3 < DBS1 < DBS2 < DBI1 < DBI2 < DBI3 < DBI5 < DBI6 < DBI7 < DBI8 < DBI9 < - ASIC ISIC ISIC ISIC DBA DBA DBA DBA DPQ DPQ DPQ DPQ DBL DBL DBL DBL DBS DBS DBS CI CI CI CI CI AI AI AI SE 023 022 022 025 046 048 040 044 025 018 022 025 023 023 017 023 024 028 027 028 023 026 026 030 040 035 030 SE-SE 001 000 000 001 001 001 001 001 001 000 000 001 001 001 000 001 001 001 001 001 001 001 001 001 001 001 001 Mean 769 769 793 744 702 712 734 729 727 789 790 774 721 713 806 758 737 714 726 714 748 701 707 689 662 718 785 Bias 000 000 000 -.001 -.001 000 -.002 -.002 -.001 -.001 -.001 000 000 001 -.001 000 000 -.001 -.001 001 000 -.001 -.001 000 001 000 -.001 SE-Bias 001 001 001 001 001 002 001 001 001 001 001 001 001 001 001 001 001 001 001 001 001 001 001 001 001 001 001 MODERATING TEST (GENDER) Nested Model Comparisons Assuming model unconstrained to be correct: NFI IFI RFI TLI Delta-1 Delta-2 rho-1 rho2 Measurement weights 21 20.467 492 002 002 -.001 -.002 Structural weights 23 22.596 485 002 002 -.002 -.002 Structural covariances 44 55.032 123 006 006 -.002 -.002 Structural residuals 48 56.131 196 006 006 -.002 -.002 Measurement residuals 77 101.141 034 010 011 -.002 -.002 Assuming model measurement weights to be correct: NFI IFI RFI TLI Model DF CMIN P Delta-1 Delta-2 rho-1 rho2 Structural weights 2.129 345 000 000 000 000 Structural covariances 23 34.565 057 003 004 000 000 Structural residuals 27 35.664 123 004 004 -.001 -.001 Measurement residuals 56 80.674 017 008 009 -.001 -.001 Model DF CMIN P 317 Assuming model structural weights to be correct: NFI Model DF CMIN P Delta-1 Structural covariances 21 32.436 053 003 Structural residuals 25 33.535 118 003 Measurement residuals 54 78.545 016 008 IFI Delta-2 004 004 009 RFI rho-1 000 -.001 -.001 TLI rho2 000 -.001 -.001 Assuming model structural covariances to be correct: NFI Model DF CMIN P Delta-1 Structural residuals 1.099 894 000 Measurement residuals 33 46.110 064 005 IFI Delta-2 000 005 RFI rho-1 -.001 -.001 TLI rho2 -.001 -.001 IFI Delta-2 005 RFI rho-1 000 TLI rho2 000 Assuming model structural residuals to be correct: Model DF CMIN P Measurement residuals 29 45.011 029 Regression Weights: (Male - Default model) Estimate S.E C.R DBA < - SIC 132 070 1.899 DBI < - SIC 128 059 2.172 DBI < - DBA 390 064 6.061 DPQ < - SIC 323 077 4.222 DPQ < - DBA 037 085 434 DPQ < - DBI 386 139 2.772 DBS < - SIC 413 073 5.683 DBS < - DBA 285 070 4.056 DBS < - DBI 146 109 1.336 DBS < - DPQ 222 059 3.773 ASIC < - SIC 1.000 ISIC < - SIC 858 116 7.410 CI < - DBI 1.000 AI < - DBI 920 159 5.777 DBL < - DBS 464 062 7.500 ASIC3 < - ASIC 1.000 ASIC2 < - ASIC 960 060 16.052 ASIC1 < - ASIC 900 061 14.859 ISIC3 < - ISIC 1.000 ISIC2 < - ISIC 1.007 070 14.340 ISIC1 < - ISIC 912 068 13.489 DBA1 < - DBA 1.000 DBA2 < - DBA 1.064 082 13.008 DBA3 < - DBA 892 080 11.164 DBA4 < - DBA 885 082 10.813 DPQ4 < - DPQ 1.000 DPQ3 < - DPQ 1.075 080 13.482 DPQ2 < - DPQ 1.056 075 14.044 DPQ1 < - DPQ 1.047 078 13.444 DBL1 < - DBL 1.000 DBL2 < - DBL 1.019 089 11.518 NFI Delta-1 005 P 058 030 *** *** 664 006 *** *** 181 *** Label par_24 par_25 par_28 par_26 par_27 par_29 par_30 par_31 par_32 par_33 *** par_5 *** *** par_23 par_34 *** *** par_1 par_2 *** *** par_3 par_4 *** *** *** par_6 par_7 par_8 *** *** *** par_9 par_10 par_11 *** par_12 318 DBL3 DBL4 DBS3 DBS1 DBS2 DBI1 DBI2 DBI3 DBI5 DBI6 DBI7 DBI8 DBI9 < < < < < < < < < < < < < - DBL DBL DBS DBS DBS CI CI CI CI CI AI AI AI Estimate 1.249 1.167 1.000 970 1.100 1.000 943 889 889 850 1.000 989 1.174 S.E .093 091 C.R 13.414 12.869 P *** *** Label par_13 par_14 079 085 12.345 12.969 *** *** par_15 par_16 076 075 071 072 12.387 11.867 12.506 11.818 *** *** *** *** par_17 par_18 par_19 par_20 093 107 10.618 10.990 *** *** par_21 par_22 P *** *** 496 *** 441 133 *** 060 003 *** Label par_58 par_59 par_62 par_60 par_61 par_63 par_64 par_65 par_66 par_67 *** par_39 *** *** par_57 par_68 *** *** par_35 par_36 *** *** par_37 par_38 *** *** *** par_40 par_41 par_42 *** *** *** par_43 par_44 par_45 *** *** *** par_46 par_47 par_48 Regression Weights: (Female - Default model) Estimate S.E C.R DBA < - SIC 356 075 4.733 DBI < - SIC 322 084 3.842 DBI < - DBA 048 070 681 DPQ < - SIC 568 109 5.187 DPQ < - DBA 059 076 770 DPQ < - DBI 146 097 1.502 DBS < - SIC 378 102 3.694 DBS < - DBA 122 065 1.880 DBS < - DBI 296 099 2.983 DBS < - DPQ 315 067 4.710 ASIC < - SIC 1.000 ISIC < - SIC 921 120 7.706 CI < - DBI 1.000 AI < - DBI 646 147 4.389 DBL < - DBS 469 061 7.650 ASIC3 < - ASIC 1.000 ASIC2 < - ASIC 959 065 14.702 ASIC1 < - ASIC 975 067 14.635 ISIC3 < - ISIC 1.000 ISIC2 < - ISIC 1.001 075 13.291 ISIC1 < - ISIC 876 068 12.966 DBA1 < - DBA 1.000 DBA2 < - DBA 990 090 11.060 DBA3 < - DBA 1.226 098 12.501 DBA4 < - DBA 1.321 104 12.666 DPQ4 < - DPQ 1.000 DPQ3 < - DPQ 1.121 077 14.615 DPQ2 < - DPQ 1.103 078 14.076 DPQ1 < - DPQ 975 069 14.156 DBL1 < - DBL 1.000 DBL2 < - DBL 1.095 082 13.385 DBL3 < - DBL 1.194 085 14.065 DBL4 < - DBL 1.004 075 13.366 319 DBS3 DBS1 DBS2 DBI1 DBI2 DBI3 DBI5 DBI6 DBI7 DBI8 DBI9 < < < < < < < < < < < - DBS DBS DBS CI CI CI CI CI AI AI AI Estimate 1.000 941 938 1.000 1.115 1.015 893 960 1.000 1.120 1.268 S.E C.R P 078 081 12.071 11.550 *** *** par_49 par_50 085 083 075 080 13.069 12.255 11.990 11.964 *** *** *** *** par_51 par_52 par_53 par_54 107 120 10.462 10.537 *** *** par_55 par_56 Standardized Regression Weights: (Male - Default model) Estimate DBA < - SIC 134 DBI < - SIC 169 DBI < - DBA 508 DPQ < - SIC 309 DPQ < - DBA 035 DPQ < - DBI 280 DBS < - SIC 431 DBS < - DBA 293 DBS < - DBI 115 DBS < - DPQ 242 ASIC < - SIC 805 ISIC < - SIC 806 CI < - DBI 774 AI < - DBI 681 DBL < - DBS 519 ASIC3 < - ASIC 822 ASIC2 < - ASIC 830 ASIC1 < - ASIC 762 ISIC3 < - ISIC 779 ISIC2 < - ISIC 815 ISIC1 < - ISIC 749 DBA1 < - DBA 751 DBA2 < - DBA 795 DBA3 < - DBA 654 DBA4 < - DBA 632 DPQ4 < - DPQ 714 DPQ3 < - DPQ 786 DPQ2 < - DPQ 827 DPQ1 < - DPQ 783 DBL1 < - DBL 712 DBL2 < - DBL 680 DBL3 < - DBL 822 DBL4 < - DBL 772 DBS3 < - DBS 728 DBS1 < - DBS 736 Label 320 DBS2 DBI1 DBI2 DBI3 DBI5 DBI6 DBI7 DBI8 DBI9 < < < < < < < < < - DBS CI CI CI CI CI AI AI AI Estimate 787 723 727 693 735 690 697 704 777 Standardized Regression Weights: (Female - Default model) Estimate DBA < - SIC 367 DBI < - SIC 358 DBI < - DBA 051 DPQ < - SIC 487 DPQ < - DBA 049 DPQ < - DBI 113 DBS < - SIC 345 DBS < - DBA 108 DBS < - DBI 243 DBS < - DPQ 336 ASIC < - SIC 781 ISIC < - SIC 741 CI < - DBI 861 AI < - DBI 572 DBL < - DBS 508 ASIC3 < - ASIC 797 ASIC2 < - ASIC 780 ASIC1 < - ASIC 775 ISIC3 < - ISIC 760 ISIC2 < - ISIC 772 ISIC1 < - ISIC 741 DBA1 < - DBA 684 DBA2 < - DBA 657 DBA3 < - DBA 773 DBA4 < - DBA 792 DPQ4 < - DPQ 741 DPQ3 < - DPQ 794 DPQ2 < - DPQ 761 DPQ1 < - DPQ 766 DBL1 < - DBL 734 DBL2 < - DBL 745 DBL3 < - DBL 792 DBL4 < - DBL 744 DBS3 < - DBS 742 DBS1 < - DBS 706 DBS2 < - DBS 669 DBI1 < - CI 706 321 DBI2 DBI3 DBI5 DBI6 DBI7 DBI8 DBI9 < < < < < < < - Estimate 760 704 687 685 631 737 789 CI CI CI CI AI AI AI Male Estimate DBA DBI DBI DPQ DPQ DPQ DBS DBS DBS DBS ISIC AI DBL ASIC2 ASIC1 ISIC2 ISIC1 DBA2 DBA3 DBA4 DPQ3