تاثیر رقابت مقصد در ارزش ویژه برند مشتری محور

Previous research suggest that an increase in customer-based brand equity (CBBE) can lead to greater competitiveness of the brand by influencing consumer behavior through the greater possibility of brand selection, increased brand loyalty, reduced price sensitivity, and a willingness to pay more for the brand. However, there are also studies to support the view that certain destination competitiveness attributes can be the antecedents of a destination׳s CBBE. This study seeks to explore the possibility that certain attributes of destination competitiveness which are considered ‘functional attributes’ can influence a destination׳s CBBE. Results from the path analysis of the proposed research model using SEM indicated that the component of functional attributes of destination competitiveness is indeed the precursor of destination competitiveness.