Destination Brand Equity of UNESCO Heritage Sites: Evidence from Emerging Economies

Abstract

The paper aims to explore the consumer‐based brand equity (CBBE) model applications in tourism destinations from the perspective of domestic tourists. The study also examined the effect of brand equity dimensions on brand loyalty and destination brand equity construct. Further examined the mediating role of brand loyalty among the various brand equity constructs and overall brand equity (OBE). The current study is positioned in accordance with the positivism theory, adopted the cross-sectional survey research design to collect data from 366 tourists visiting the Lahore Fort and the Shalamar Gardens. The proposed hypotheses in the research model are tested using PLS (structural equation modeling). Results indicated that brand association has the most significant impact on brand loyalty followed by brand image. The paper finds distinctive effects of brand loyalty on overall brand equity (OBE). The results also showed that brand loyalty mediated the relationship between various brand equity constructs and OBE. Customer-Based Brand Equity (CBBE) model application helps determine the customer response and proved useful since the results suggest the multitude of means to support policy makers in adding value to destination brand performance and attract further tourists.