Lihui DENG; Shuyi DI; Yicheng LI

doi:10.21078/JSSI-2024-0038

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系统科学与信息学报(英文) ›› 2024, Vol. 12 ›› Issue (6) : 804-822. DOI: 10.21078/JSSI-2024-0038

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Exploration of Influencing Factors on Brand Image and Brand Loyalty: Evidence from the Destination Brand of Xinjiang Production and Construction Corps

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Abstract

Tourism destination branding is an important goal in the development of tourism industry, and brand image and brand loyalty are important components of destination brand equity. Based on analyzing the framework of influencing factors of brand image and brand loyalty in tourism destinations, this paper takes Xinjiang Production and Construction Corps of China as an example, and conducts an empirical study on the influencing mechanism of brand awareness, brand association, brand trust and perceived quality on brand image and brand loyalty in tourism destinations by constructing a structural equation model. We find that brand awareness, brand association, and perceived quality have positive effects on brand image and brand loyalty, and some of these effects are mediated by brand trust. In addition, we find that tourists' subjective experience, as reflected by tourists' age and frequency of travel, moderates each of the influences on brand image and brand loyalty differently. This study enriches the theory of tourism destination research and provides a basis for the improvement of tourism destination brand.

Key words

tourism brands / tourist destinations / brand image / brand loyalty

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Lihui DENG , Shuyi DI , Yicheng LI. . 系统科学与信息学报(英文), 2024, 12(6): 804-822 https://doi.org/10.21078/JSSI-2024-0038

Lihui DENG , Shuyi DI , Yicheng LI. Exploration of Influencing Factors on Brand Image and Brand Loyalty: Evidence from the Destination Brand of Xinjiang Production and Construction Corps. Journal of Systems Science and Information, 2024, 12(6): 804-822 https://doi.org/10.21078/JSSI-2024-0038

1 Introduction

According to the data released by the Chinese National Bureau of Statistics, in 2022, there were 2.53 billion domestic tourists and domestic tourism revenue of 2044.4 billion yuan. The tourism industry is playing an increasingly important role in the modern service industry and the national economy. In the process of choosing tourist destinations, tourists attach great importance to the improvement of the quality of life and the perception of the consumption experience, and the brand is becoming more and more important in the communication and promotion activities of tourist destinations. Studies have shown that the shaping of the image of a tourist destination involves many factors, among which the characteristics and perceptions of tourists play an important role^[1]. If a tourist destination lacks a clear brand positioning, tourism consumers will not be able to form a deep understanding of the destination on the psychological, emotional and cultural levels when comparing and selecting among many tourist destinations, and they will not be able to produce the idea of experiencing and feeling the destination^[2]. Therefore, for tourism destinations, a unique brand image should be constructed and injected into the image with special cultural background connotations, to deepen the consumer's knowledge of the destination, and the construction of the brand can also guide tourism consumers to effectively identify and select the destination.

Based on existing research, this paper focuses on analyzing the influencing factors of destination brand loyalty and brand image, and through field research, empirical research has been carried out on the example of Xinjiang Production and Construction Corps, and this paper makes certain theoretical and practical contributions in terms of destination tourism brand. From the perspective of theoretical significance, this paper puts forward the factors affecting destination brand equity and the formation path, and verifies the moderating effect of subjective experience on the influence of brand awareness, brand association, perceived quality, brand trust on brand image and brand loyalty, which provides new evidences and directions for the development and improvement of the theory of destination tourism brand.

From the perspective of practical significance, this paper suggests, based on the research conclusions drawn, that tourism destinations should pay attention to improving the perceived quality of the brand, attracting tourists and promoting their trust in the brand by providing better tourism services; enhancing the brand image and brand loyalty of scenic spots by evoking tourists' brand associations; and focusing on brand publicity in order to increase brand awareness, which indirectly affects consumer brand loyalty. These recommendations will help tourism destinations to enhance their brand competitiveness.

2 Literature Review and Hypotheses

2.1 Tourism Destination Branding

In the 1970s, Clare described the concept of "destination zone", pointing out that the main entrance, community, complex and connecting roads form the "destination zone", and the success of tourism development can be enhanced through effective integration^[3]. According to Buhalis, a tourism destination is a defined geographical area, which is essentially an entity in which tourism can be marketed and which is based on the policy and legal framework of the relevant plan^[4]. However, studies on tourism destinations have emphasized more on the logic of geospatial space. Yang regards tourism destination as a kind of geospatial aggregation, and tourism destinations form a pattern of tourism industry development in order to have certain development advantages^[5]. Bao believed that, as a place for tourism consumers to stay and engage in activities, a tourism destination is an organic combination of tourism resources, infrastructure facilities, specialized equipment and other relevant conditions within a certain spatial scope^[6].

With tourism activities increasingly becoming an important part of public life, the construction of tourism areas and tourism construction show a diversified, systematic and comprehensive development trend. As a "sunrise industry", the role of tourism for the development of regional economy is constantly improving, especially in Xinjiang, the development of tourism has become an important issue to promote the local national economy. An important part of the comprehensive construction of the tourism region is the construction of tourism destinations, especially the increasing importance of tourism branding, which is of great significance for the enhancement of the value of tourism products and the improvement of tourism consumers' perception of the products^[7].

Tourism destination brand comes from the process of tourists' perception of the destination, and each tourist will have a different experience of the destination from others^[8]. Chen indicated that destination brand authenticity and destination brand self-congruence positively influence destination brand engagement, revisit intention, and recommendation intention and that destination brand engagement mediates this relationship^[9]; Cai pointed out that unlike general goods and services, destination brands are always closely linked to its geographic name, on the basis of which it is possible to create a positive image of the destination brand, thus differentiating it from other destinations through a consistent selection of brand elements and a corresponding strategies^[10].

In addition to clarifying the concept of destination branding, many experts and scholars have also studied in-depth the aspects of destination brand construction, development laws and shaping forms, etc. Recent study by Nguyen, et al. indicated the sequential casual relationships between social media communication by Destination Marketing Organizations (DMOs) and tourist satisfaction and the role of destination brand awareness in enhancing destination brand loyalty based on the S-O-R model^[11]. Nigel summarized the branding of tourism destinations into five phases: The stage of market research, analysis and strategic selection, the stage of brand identification, the stage of launching and introducing the brand, the stage of implementing brand monitoring and the stage of brand evaluation phase^[12]. From the perspective of a conceptual framework, Manhas, et al. found the interdependence and organic unity of the elements that involved in the relationship between destination development and its brand image^[13]. Based on a service ecosystem perspective, Giannopoulos, et al. explored the value-creating mechanisms in the building of tourism destinations, and the brand co-creation process at and between different levels of a service ecosystem^[14]. By investigating 200 studies on consumer-based brand equity (CBBE), Tasci finds that the majorities of related literature agree on five components of CBBE, brand awareness, brand image, perceived quality, consumer value and brand loyalty, all of which collectively define tourism destination brand equity, which collectively define the tourism destination brand from the perspective of consumer^[15].

Currently, research on brand loyalty as well as brand associations in tourism destinations is still mainly based on the framework of customer-based brand equity in tourism destinations (CBBETD). According to Zanfardini, customer-based brand equity in tourism destinations can be measured through four dimensions: Brand associations, perceived image, perceived quality and brand loyalty^[16]. According to Gartner and Ruzzier, perceived image and perceived quality have a significant impact on the overall evaluation of a destination by tourists, and there is a difference in brand association and brand loyalty between first-time and repeat travelers to the destination^[17]. Ford, et al. applied the customer-based brand equity of tourism brand destinations to a standardized study of the city of Bandung, Indonesia. The case study of Bandung City in Indonesia was conducted to assess the brand equity of Bandung City as a tourist destination and to make suggestions on how to promote the tourism development of Bandung City based on the results of the assessment^[18]. Konecnik, et al. constructed a cross-cultural customer-based brand equity model for tourist destinations and applied the model to empirical research, which showed that in a cross-cultural context, the model is more effective in promoting the brand equity of tourist destinations than in promoting the brand loyalty of tourist destinations^[19].

However, existing studies take brand loyalty and brand association as brand equity dimensions and analyze the impact of brand loyalty and brand association on brand equity, but lack research on the specific influencing factors affecting brand loyalty and brand association. In addition, studies have shown that tourism destination branding is largely aimed at achieving tourists' brand loyalty, improving tourists' impression of the destination, and thus promoting the development of the tourism industry. Therefore, combining the characteristics of tourism purposes, exploring the influencing factors of brand loyalty and brand image of tourism destinations, and analyzing the magnitude of the intensity of their influences play an important role in the branding of tourism destinations.

2.2 Direct Influences on Brand Loyalty and Brand Image of Tourism Destinations

Previous studies have revealed to a certain extent that there is a close relationship between brand awareness of tourism destinations and consumers' loyalty to the tourism destination brand and brand image^[20], but there is no in-depth study of what the specific impact of these factors on brand loyalty and brand image is, as well as the strength of the impact of these factors. Therefore, this paper constructs a structural equation model of consumers' brand loyalty to tourism destinations, brand image and their influencing factors, takes brand loyalty to tourism destinations and brand image as endogenous variables, and selects five main indicators of brand awareness, brand association, brand trust, and perceived quality as exogenous variables to be studied.

2.2.1 Direct Influencing Factors

1) Brand Awareness

Brand awareness refers to the ability of potential consumers to recognize or remember that a brand represents a certain type of product and its characteristics^[21], and improving brand awareness is an important way to increase brand equity^[22]. Brand awareness not only helps consumers to identify the product but also to access the rich symbols and meanings embodied in the product^[23], thus brand awareness plays an important role in consumers' purchase intention and the formation of brand loyalty^[24]. Research by Praditya shows that brand awareness and brand image have a positive effect and significance to purchasing decisions^[25]. Besides, brand awareness has a significant influence on brand image transformation and purchasing decisions^[26], so exploring the influence of brand awareness on brand loyalty and brand image formation and transformation in tourism destinations has important theoretical and applied value.

Therefore, the following hypotheses are proposed:

H1a: Tourism destination brand awareness has a significant positive effect on tourism destination brand trust.

H1b: Tourism destination brand awareness has a significant positive effect on tourism destination brand image.

H1c: Tourism destination brand awareness has a significant positive effect on tourism destination brand loyalty.

2) Brand association

Brand association refers to all the things related to brand memory, people's thoughts about the brand, the collection of brand feelings and expectations and other factors constitute brand association, reflecting the consumer's cognition of the brand product^[27]. Keller believes that people's memories of the information nodes and brand nodes linked together constitute brand association^[28]. Based on Keller's research, Krishnan points out that a brand, a product or an attribute can be represented by a memory network node, and when a link occurs between any two nodes, the corresponding brand association in the consumer's mind can be formed^[29]. On this basis, consumers in direct or indirect contact with the brand and their consumption experience will produce cognitive information such as cognition, emotional experience, use experience, etc., of the organization, product or service, and directly or indirectly connect with the brand nodes on the memory network, constituting brand associations. Brand association for different product types brand extension, showing some difference, can promote the formation of brand loyalty, brand loyalty and then affect the brand image, and ultimately transform into the improvement of perceived quality^[30]. Brand association is a part of consumer-based brand equity, is the core content of corporate brand equity, through the shaping of brand association, can better improve corporate brand equity^[31].

Therefore, the following hypothesis is proposed:

H2a: Tourism destination brand association has a significant positive effect on tourism destination brand image.

H2b: Tourism destination brand association degree has a significant positive effect on tourism destination brand loyalty.

3) Brand trust

Howard and Sheth proposed the concept of "trust", mainly based on the fact that brand trust is unidirectional, and trust and purchase intention are positively correlated^{[32, 33]}; especially in the corresponding purchasing situation, i.e., consumers are highly involved, brand trust, compared to satisfaction, plays a stronger role than satisfaction^[34]. Since brand loyalty affects customer attitudes and behaviors, which are mainly expressed through the outcome variables of customers' trust in the brand and customers' positive communication about the brand^[35], brand loyalty is further strengthened by brand trust. Thus, brand trust and brand loyalty are linked to each other to form a two-way mechanism, and Michael argues that a good brand image will have an impact on consumer satisfaction with the brand, which in turn creates brand trust^[36]. Akoglu revealed that brand trust has a significant intermediary role that manages the relationship between customers' experience and brand loyalty^[37]. Brand trust is manifested as brand reliability and brand intent, which influences consumers' purchase intention^[38]. In addition, brand awareness enhances consumers' trust in the brand, reduces purchase risk, increases loyalty, and promotes word-of-mouth communication, which further improves brand awareness, forming a virtuous circle^[39]. Thus, we believe that brand trust can promote brand communication.

Therefore, the following hypothesis is proposed:

H4a: Tourism destination brand trust has a significant positive effect on tourism destination brand image.

H4a: Tourism destination brand trust has a significant positive effect on tourism destination brand loyalty.

4) Perceived quality

Customer perceived quality refers to the customer's subjective and abstract evaluation of a product or service based on the purpose of using the product and the demand for the product^[40]. Perceived quality as an important component of brand equity, Severi and Ling's study showed that perceived quality has a positive correlation with brand impression, and more existing studies have investigated the relationship between perceived quality and brand loyalty, such as Tran, et al.^[41], Mukhtar, et al.^[42]. In addition, Aaker regarded perceived quality as a "special brand association" and regarded it as part of brand equity^[43]. Perceived quality can promote trust in a brand through brand associations, which in turn can further influence consumer satisfaction and loyalty, resulting in positive attitudes towards the brand and word-of-mouth communication, which in turn can enhance the brand's influence and competitive advantage. Therefore, perceived quality plays an important role in brand trust establishment.

Combined with the existing research on influencing factors, this paper argues that the above four dimensions have a positive impact on both brand image and brand loyalty, but the path of influence and significance may differ, and proposes the following research hypotheses:

H3a: The perceived quality of tourism destination brand has a significant positive effect on tourism destination brand trust.

H3b: Tourism destination brand perceived quality has a significant positive effect on tourism destination brand image.

H3c: The perceived quality of tourism destination brand has a significant positive effect on tourism destination brand loyalty.

2.2.2 The Moderating Role of Tourists' Subjective Experience

The impact of tourists' subjective experience on brand equity has been discussed to some extent in the relevant literature, especially when discussing brand association and brand trust, which involve consumers' subjective behavior or experience^[44]. However, the path of the impact of tourists' subjective experience on brand equity is currently controversial to some extent. Zeinali and Jafarpour argued that there is no difference in the impact of tourists' subjective traveling experience on customers' loyalty^[45]; while Mckercher noted that subjectively experienced tourists have higher levels of destination travel satisfaction and loyalty^[46]. However, it has also been suggested that more subjectively experienced tourists will have higher expectations of the destination due to their previous travel experiences, which may result in a situation similar to diminishing marginal effects in economics, reducing the contribution of positive experiences to consumer satisfaction^[47].

Previous research has explored the influence of emotional advertising appeals on tourists' behavior, with a focus on the frequency and intensity of emotions experienced, suggesting a connection between age and the effect of emotional appeal^[48]. In this paper, we believe that the influence of tourists' subjective experience may depend on the perspective of the study, and that subjective experience should have a certain influence on the brand dimensions (brand association, etc.) related to consumers' subjective behaviors, which are mainly measured by tourists' age and frequency of travel, and therefore the following research hypothesis is proposed:

H5a: There is a moderating effect of tourists' age on the influence of brand association, perceived quality and brand trust on brand image and brand loyalty.

H5b: There is a moderating effect of tourist travel frequency on the influence of brand association, perceived quality and brand trust on brand image and brand loyalty.

3 Research Design

Building on the brand theories, this study focuses on the Xinjiang Production and Construction Corps as the research subject, conducting an empirical investigation into the influencing factors of the brand image and loyalty of the Corps as a tourist destination. Furthermore, the study explores how variables such as tourists' age and travel frequency may moderate the relationships between the various dimensions in the framework and the dependent variables.

3.1 Questionnaire Design and Scale Development

Drawing from existing literature on destination branding and expert interviews, and referring to established scales and their development methodologies, an index system was constructed. This system comprised endogenous variables such as consumers' perceptions of brand loyalty and image, brand awareness, association, trust, and perceived quality towards the destination brand. A 24-item Likert scale with seven points, ranging from "strongly disagree" (1) to "strongly agree" (7), was developed to quantify each indicator.

Before the formal survey, a pilot study was conducted among tourists visiting the Corps to test the reliability and validity of the scale. A total of 400 questionnaires were collected, of which 316 were deemed valid, yielding an effective response rate of 79%. Reliability was assessed using Cronbach's alpha coefficient, corrected item-total correlation (CITC), and the alpha coefficient after item deletion. The results indicated that Cronbach's alpha coefficients for all scale dimensions exceeded 0.7, while the CITC values for all items were greater than 0.35. The Kaiser-Meyer-Olkin (KMO) measure of sampling adequacy was 0.968, and Bartlett's test of sphericity was significant, suggesting the data was suitable for factor analysis. Convergent validity was evaluated through confirmatory factor analysis, utilizing average variance extracted (AVE) and composite reliability (CR) as metrics. The results revealed that all AVE values exceeded 0.5, and all CR values were above 0.7, indicating the dataset exhibited good convergent validity. However, there were dimensions where the square root of the AVE exceeded the absolute value of the inter-factor correlations.

To refine the scale, items with lower factor loadings were removed, and a final confirmatory factor analysis was conducted. The revised scale demonstrated that all items had factor loadings exceeding 0.7 on their respective dimensions, and the correlation coefficients between any two variables were smaller than the square root of each variable's AVE, as detailed in Table 2. This indicates satisfactory discriminant validity between the items measuring different variables. Due to the potential inaccuracies of the chi-square/df ratio in large samples and complex models, the absolute fit index RMSEA, as well as the relative fit indices NFI and CFI, were employed to evaluate model fit. The specific fit indices were RMSEA = 0.092, NFI = 0.952, and CFI = 0.965, indicating a well-fitted model. The items included in the final scale are presented in Table 1. Based on the scale measuring consumer perceptions related to brand equity dimensions, additional questions regarding demographic characteristics and moderating variables, such as gender, age, place of residence, travel frequency, and travel motivation, were incorporated to compile the final questionnaire for subsequent data collection.

Table 1 Finalized questionnaire items and validity

Dimension	Question content	Cronbach's $α$	AVE	CR	References
Brand Loyalty (BL)	I am willing to come to the Xinjiang Production and Construction Corps for tourism again.	0.945	0.938	0.968	Yoon, et al.^[49]
Brand Loyalty (BL)	I am willing to recommend others to come to the Xinjiang Production and Construction Corps for tourism.	0.945	0.938	0.968	Yoon, et al.^[49]
Brand Image (BI)	The overall atmosphere and environment of the tourist attractions in the Xinjiang Production and Construction Corps are very good.	0.976	0.931	0.976	Baloglu & Mcclear^[50]; Zang & Huang^[51]
	The tourist attractions of the Xinjiang Production and Construction Corps have a good tourism image.
	The tourist attractions of the Xinjiang Production and Construction Corps have a good reputation.
Brand Awareness (BA)	I think the Xinjiang Production and Construction Corps is a well-known tourist destination overall	0.945	0.854	0.946	Wang, et al.^[52]
	When it comes to Xinjiang tourism, the first thing that comes to my mind is the Xinjiang Production and Construction Corps.
	I have a clear understanding of the characteristics of tourism in the Xinjiang Production and Construction Corps.
Brand Trust (BT)	Overall, the tourism reputation of the Xinjiang Production and Construction Corps is trustworthy.	0.973	0.902	0.973	Yao, et al.^[53]
	The natural environment of Xinjiang Production and Construction Corps tourism is trustworthy.
	The social environment of Xinjiang Production and Construction Corps tourism is trustworthy.
	The tourism services of Xinjiang Production and Construction Corps tourism are trustworthy.
Perceived Quality (PQ)	The Xinjiang Production and Construction Corps provides high-quality tourism services.	0.982	0.935	0.983	Cronin & Talyor^[54]; Bigne, et al.^[55]
	The tourism facilities and environment of the Xinjiang Production and Construction Corps are good.
	The content of the Xinjiang Production and Construction Corps tourism is attractive to me.
	I think coming to the Xinjiang Production and Construction Corps for tourism is worth it.
Brand Association (BAS)	When it comes to the Xinjiang Production and Construction Corps, I always associate it with its distinctive image and tourism characteristics.	0.962	0.866	0.963	Río, et al.^[56]
	When it comes to the Xinjiang Production and Construction Corps, I always associate it with unique cultural and cultural landscapes.
	When it comes to the Xinjiang Production and Construction Corps, I always associate it with unique natural scenery.
	When it comes to the Xinjiang Production and Construction Corps, I always associate it with unique leisure and fun.

Table 2 Discriminant validity: Pearson correlation and AVE square root values

	BL	BI	BA	BAR	PQ	BAS
BL	0.968
BI	0.878	0.965
BA	0.762	0.816	0.924
BAR	0.916	0.913	0.749	0.950
PQ	0.928	0.897	0.771	0.938	0.967
BAS	0.859	0.908	0.850	0.879	0.869	0.931

3.2 Data Statistical Analysis

With the assistance of the tourism department and attraction management departments of the Xinjiang Production and Construction Corps, a field survey was conducted among adult tourists visiting various attractions under the Corps. After excluding questionnaires with excessively short response times, high homogeneity, or incomplete answers, a total of 1,226 valid questionnaires were obtained. Following data acquisition, in conjunction with the research hypotheses, AMOS 26.0 was employed to construct a base structural equation model to measure the impact of each dimension on brand image and loyalty. Moreover, to further investigate the moderating effects of tourists' age and travel frequency, a multi-group analysis approach was chosen to examine whether the model was suitable across different samples. Based on the research hypotheses, we believe that brand awareness, brand association, and perceived quality will have a direct impact on brand image and brand loyalty. Besides, brand awareness and perceived quality will also have an indirect impact on brand influence and brand loyalty under the mediation of brand trust. Then a corresponding structural equation model is conducted to show this correlation and is depicted in Figure 1.

Figure 1 Research model: Influencing factors on brand image and brand loyalty of Tourism Destinations

Full size|PPT slide

4 Results

4.1 Results of Structural Equation Model

This paper uses RMSEA, RMR, CFI and NFI to measure the goodness of fit of the structural equation model. The fitting index of the benchmark model is RMSEA=0.078, RMR=0.042, CFI=0.973, NFI=0.970, indicating good fit of the model. The estimated results of the structural model are shown in Table 3.

Table 3 Path analysis and hypothesis testing results

Path	Path Coefficient	Standard Error	CR	P value	Hypothesis
H1a: Brand Awareness $\to$ Brand Trust	0.091	0.015	5.201	0.000	Supported
H1b: Brand Awareness $\to$ Brand Image	0.084	0.024	3.176	0.001	Supported
H1c: Brand Awareness $\to$ Brand Loyalty	$-$ 0.046	0.023	$-$ 1.759	0.079	Rejected
H2a: Brand Association $\to$ Brand Image	0.454	0.034	13.538	0.000	Supported
H2b: Brand Association $\to$ Brand Loyalty	0.080	0.031	2.444	0.015	Supported
H3a: Perceived Quality $\to$ Brand Trust	0.436	0.045	10.340	0.000	Supported
H3b: Perceived Quality $\to$ Brand Loyalty	0.528	0.043	12.371	0.000	Supported
H3c Perceived Quality $\to$ Brand Image	0.886	0.020	44.115	0.000	Supported
H4a: Brand Trust $\to$ Brand Image	0.037	0.046	0.831	0.406	Supported
H4b: Brand Trust $\to$ Brand Loyalty	0.419	0.044	9.473	0.000	Supported

The results of the measurement model testing revealed that hypotheses H1a, H1b, H2a, H2b, H3a, H3b, H3c, H4a, and H4b were supported, while hypothesis H1c was not validated. Specifically, brand awareness exerted a significant positive influence on brand trust and image, albeit with relatively low coefficients, and did not significantly affect brand loyalty. Brand association did not significantly influence brand image, but had a marginally positive impact on brand loyalty. The impact of brand association on brand image was greater, while its influence on brand loyalty was smaller. Perceived quality demonstrated a significant positive impact on brand trust, image, and loyalty, with the impact on brand loyalty being particularly strong, as evidenced by a path coefficient of 0.886, making it the most significant factor influencing brand loyalty. Brand trust also had a significant positive impact on both brand image and loyalty, with path coefficients of 0.420 and 0.509, respectively.

From the coefficients, it is evident that for brand image, the primary influencing factors are brand association and perceived quality, while the impacts of brand awareness and trust are relatively minor. Regarding brand loyalty, perceived quality and brand trust have more significant impacts, with brand awareness not showing a significant effect and brand association having a minor influence. Brand trust itself is also influenced by brand awareness and perceived quality, with perceived quality exerting a greater impact.

However, the unsupported hypotheses exhibited P-values that were close to 0.05. Moreover, in the present study's hypotheses, the individual characteristics of tourists are proposed to moderate the pathways constructing brand image and loyalty. Therefore, it is necessary to conduct a multi-group analysis to categorically investigate the effects of these factors on tourists with different attributes. This approach will allow us to determine whether the hypothesized model holds across different samples or if the parameters exhibit invariance.

4.2 Multi Group Analysis

In order to investigate the moderating effect of individual heterogeneity on the impact pathways of various dimensions of brand equity, a multi-group analysis was conducted based on the pre-established hypotheses, with the sample stratified by age and frequency of travel. Given that the standard for data collection was adult, employed tourists aged 18 and above, the median of age and frequency of travel were used as criteria for stratification, following the study by Tang and Li^[57]. The sample was divided into two groups each for age ("young" vs. "middle-aged and above") and frequency of travel ("low frequency" vs. "high frequency"). The sample sizes were 697 for the "young" group, 529 for the "middle-aged" group, 531 for the "low frequency" group, and 695 for the "high frequency" group. An intergroup configural invariance test was conducted. The fit indices showed that the RMSEA values ranged from 0.079 to 0.102, the CFI values ranged from 0.951 to 0.974, the RMR values ranged from 0.036 to 0.049, and the NFI values ranged from 0.941 to 0.968, which basically met the criteria for adequate fit, indicating suitability for multi-group analysis. The model fit parameters and the path coefficients for each model are presented in Table 4.

Table 4 Results of multi group analysis

Path	Bench-mark	Young	Middle-age	Low frequency	High frequency
H1a: Brand Awareness $\to$ Brand Trust	0.091 $^{* * *}$	0.068 $^{* * *}$	0.133 $^{* * *}$	0.086 $^{* * *}$	0.100 $^{* * *}$
H1b: Brand Awareness $\to$ Brand Image	0.084 $^{* * *}$	0.015	0.205 $^{* * *}$	0.059	0.091 $^{* * *}$
H1c: Brand Awareness $\to$ Brand Loyalty	$-$ 0.046	$-$ 0.034	$-$ 0.072	$-$ 0.068	$-$ 0.019
H2a: Brand Association $\to$ Brand Image	0.454 $^{* * *}$	0.554 $^{* * *}$	0.308 $^{* * *}$	0.450 $^{* * *}$	0.457 $^{* * *}$
H2b: Brand Association $\to$ Brand Loyalty	0.080 $^{*}$	0.062	0.109 $^{* *}$	0.059	0.096 $^{*}$
H3a: Perceived Quality $\to$ Brand Trust	0.436 $^{* * *}$	0.491 $^{* * *}$	0.332 $^{* * *}$	0.585 $^{* * *}$	0.347 $^{* * *}$
H3b: Perceived Quality $\to$ Brand Loyalty	0.528 $^{* * *}$	0.516 $^{* * *}$	0.556 $^{* * *}$	0.474 $^{* * *}$	0.553 $^{* * *}$
H3c: Perceived Quality $\to$ Brand Image	0.886 $^{* * *}$	0.910 $^{* * *}$	0.841 $^{* * *}$	0.898 $^{* * *}$	0.871 $^{* * *}$
H4a: Brand Trust $\to$ Brand Image	0.037 $^{* * *}$	$-$ 0.051	0.167 $^{* *}$	$-$ 0.095	0.106 $^{*}$
H4b: Brand Trust $\to$ Brand Loyalty	0.419 $^{* * *}$	0.431 $^{* * *}$	0.399 $^{* * *}$	0.521 $^{* * *}$	0.346 $^{* * *}$

The results of the multi-group analysis revealed that, with the exception of a negligible difference between the "high frequency" and "low frequency" groups in the impact pathway of brand associations on brand image, the differences between the "young" and "middle-aged" groups, as well as between the "low frequency" and "high frequency" groups, were relatively similar. This alignment is consistent with the hypothesis that greater age and higher frequency of travel are indicative of richer subjective experiences. Therefore, it is posited that the "young/low frequency" and "middle-aged/high frequency" groups can be categorized respectively in terms of the impact pathways of brand awareness. Specifically, the impact of brand trust was more significant in the "middle-aged/high frequency" group compared to the "young/low frequency" group; the impact on brand image was significant only in the "middle-aged/high frequency" group and not in the "young/low frequency" group; and the impact on brand awareness was not significant across all groups. In the impact pathway of brand associations, the effect on brand loyalty was significant only in the "middle-aged/high frequency" group. In the perceived quality impact pathway, the effects on brand trust and brand loyalty were more significant in the "young/low frequency" group than in the "middle-aged/high frequency" group, and the impact on brand image was more significant in the "young/low frequency" group as well. In the impact pathway of brand trust, its effect on the brand was significant only in the "middle-aged/high frequency" group and not in the young group; however, the impact on brand loyalty was more significant in the "young/low frequency" group compared to the "middle-aged/high frequency" group. Thus, differences in subjective experience result in differential effects of brand awareness, brand associations, perceived quality, and brand trust on brand image and brand loyalty, with moderating effects present in all cases. The hypotheses H5a and H5b are thereby supported.

5 Conclusions and Outlook

5.1 Conclusions

In an empirical analysis supported by brand theory, we found that, with the exception of hypothesis H1c, the remaining results of the empirical tests were consistent with our research hypotheses. Based on the size of the path coefficients in the structural equation model, we can draw the following conclusions:

First, brand awareness, brand associations, perceived quality, and brand trust all have a significant positive impact on brand image, although the impact path coefficients for brand awareness and brand trust are relatively low. The main factors influencing brand image should be brand associations and perceived quality, with perceived quality also having a positive impact on brand trust.

Second, brand associations, perceived quality, and brand trust all have a significant positive impact on brand loyalty, with perceived quality and brand trust having a larger impact. The impact of brand awareness on brand loyalty is not significant.

Third, subjective experience moderates the factors influencing brand image and brand loyalty. Tourists with more subjective experience consider a more comprehensive range of information and perspectives, while those with less subjective experience tend to focus more on immediate experiences. For brand image, brand awareness, brand associations, perceived quality, and brand trust all have significant impacts, but only brand associations and perceived quality have a significant impact on tourists with less subjective experience. For brand loyalty, tourists with more travel experience are influenced by perceived quality, brand trust, and brand associations, while those with less experience are influenced only by perceived quality and brand trust, but to a relatively higher degree.

5.2 Research Contributions

This paper makes the following theoretical contributions to the study of destination tourism branding:

First, this paper explores the influencing factors and formation paths of destination brand equity. Within the basic framework of the consumer brand equity model, this paper synthesizes the explanations of the influencing factors and paths of destination tourism brands from past studies and verifies the impact of brand awareness, brand associations, brand trust, and perceived quality on brand image and brand loyalty in the empirical study, contributing to the development and refinement of the theory of destination tourism brands and discussing the relative importance of various influencing factors.

Second, this paper also attempts to explore the reasons for the inconsistencies in past studies' explanations of the impact of tourists' subjective experience in the field of destination tourism and verifies that subjective experience moderates the impact of brand awareness, brand associations, perceived quality, and brand trust on brand image and brand loyalty. This paper posits that tourists with richer subjective experience pay more comprehensive attention to the various dimensions of brand equity, such as focusing on brand awareness to determine their evaluation of brand image and on brand associations to foster brand loyalty, while tourists with less subjective experience, lacking easily evoked past experiences, concentrate more on brand equity that aligns with their intuitive perceptions, such as perceived quality. To some extent, this provides new evidence for the possible reasons behind the inconsistencies in the conclusions of past studies on the impact of tourists, subjective experience on brand equity and offers new directions for further research on the role of subjective experience in brand building.

This paper makes the following practical contributions to destination tourism branding:

Our study can serve as a reference for tourism destinations seeking to enhance their brand competitiveness in practice. Empirical research results indicate that the first priority should be given to improving brand perceived quality for the enhancement of brand image and the achievement of tourist brand loyalty. Perceived quality has a significant impact on both brand image and brand loyalty, facilitating the generation of tourist brand trust and effectively attracting new visitors with limited subjective experience, thereby facilitating rapid market penetration and converting them into repeat customers. For tourism managers, it is imperative to ensure the construction of high-quality tourism facilities and the provision of tourism services within feasible limits, as well as to provide channels for new visitor groups to perceive quality, such as discounted experience content for projects or attractions and a quick feedback channel. This enables visitors to establish a brand perception of the quality excellence of the attractions, converting it into brand trust and ultimately improving their own brand image and visitor brand loyalty.

After ensuring the primary factor of perceived quality, scenic spots should attempt to evoke tourists, brand associations to target visitors with more extensive subjective experience. In terms of design concepts, it is advisable to associate brand image, attraction names, or affiliated tourism projects with emotional brand communication and brand information stimulation, emphasizing the brand personality of the attractions. During promotion, leverage different traditional media and online new media resources for targeted publicity, using distinctive images as promotional elements to evoke resonance with consumers' more familiar affairs or a corresponding brand personality, thereby further enhancing the brand image and brand loyalty from experienced tourists.

Furthermore, brand awareness can also serve as a starting point for tourism brand managers to construct a better brand image. Although our research reveals that brand awareness does not have a direct impact path on brand loyalty, high brand awareness can effectively enhance tourist brand trust, thereby indirectly increasing visitor brand loyalty. After the implementation of the promotional strategy for brand associations, it is possible to increase the frequency of promotion and the comprehensiveness of promotional channels, while also achieving an increase in brand awareness.

5.3 Limitations and Future Research

Due to the limitations in theoretical understanding and the research methods employed, this study has several shortcomings that should be addressed in future research:

Firstly, although a substantial sample size was collected for this study, all the data were derived from tourists visiting attractions under the Xinjiang Production and Construction Corps. The lack of diversity in the research sites, as no surveys were conducted in multiple different regions, may compromise the external validity of the findings. The sample does not account for potential regional influences that could affect the results, such as the relatively lower brand awareness of the Xinjiang Production and Construction Corps itself, which might lead to an underrepresentation of tourists who prioritize brand awareness. To address this, future research should consider conducting similar surveys across various regions and attractions to control for regional factors that might influence the outcomes.

Secondly, there is a considerable variation in the scales used to measure the different dimensions of brand equity across studies. Although the scale developed for this study was informed by existing research and refined based on preliminary testing, there may still be limitations in the measurement of broad conceptual dimensions such as perceived quality. Future research should aim to refine these measurement tools to ensure more accurate and comprehensive assessment of brand equity dimensions.

Lastly, there is room for improvement in the measurement of subjective experience. As noted by Tang and Li^[57], the range of travel frequency for individuals after entering the workforce is relatively narrow. Therefore, instead of categorizing individuals into "higher" and "lower" frequency groups, it might be more reasonable to consider the entire range of values within the interval. Future research should adopt a more complex and nuanced approach to measuring subjective experience, thereby enhancing the understanding of the relationship between tourist characteristics and brand equity.

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Abstract
Key words
引用本文
1 Introduction
2 Literature Review and Hypotheses
2.1 Tourism Destination Branding
2.2 Direct Influences on Brand Loyalty and Brand Image of Tourism Destinations
2.2.1 Direct Influencing Factors
2.2.2 The Moderating Role of Tourists' Subjective Experience
3 Research Design
3.1 Questionnaire Design and Scale Development
Table 1 Finalized questionnaire items and validity
Table 2 Discriminant validity: Pearson correlation and AVE square root values
3.2 Data Statistical Analysis
Figure 1 Research model: Influencing factors on brand image and brand loyalty of Tourism Destinations
4 Results
4.1 Results of Structural Equation Model
Table 3 Path analysis and hypothesis testing results
4.2 Multi Group Analysis
Table 4 Results of multi group analysis
5 Conclusions and Outlook
5.1 Conclusions
5.2 Research Contributions
5.3 Limitations and Future Research
参考文献

收稿日期	接受日期
2024-03-14	2024-07-23
发布日期
2024-12-20

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Abstract

Key words

引用本文

1 Introduction

2 Literature Review and Hypotheses

2.1 Tourism Destination Branding

2.2 Direct Influences on Brand Loyalty and Brand Image of Tourism Destinations

2.2.1 Direct Influencing Factors

2.2.2 The Moderating Role of Tourists' Subjective Experience

3 Research Design

3.1 Questionnaire Design and Scale Development

Table 1 Finalized questionnaire items and validity

Table 2 Discriminant validity: Pearson correlation and AVE square root values

3.2 Data Statistical Analysis

Figure 1 Research model: Influencing factors on brand image and brand loyalty of Tourism Destinations

4 Results

4.1 Results of Structural Equation Model

Table 3 Path analysis and hypothesis testing results

4.2 Multi Group Analysis

Table 4 Results of multi group analysis

5 Conclusions and Outlook

5.1 Conclusions

5.2 Research Contributions

5.3 Limitations and Future Research

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选择文件类型/文献管理软件名称

选择包含的内容

Abstract

Key words

引用本文

1 Introduction

2 Literature Review and Hypotheses

2.1 Tourism Destination Branding

2.2 Direct Influences on Brand Loyalty and Brand Image of Tourism Destinations

2.2.1 Direct Influencing Factors

2.2.2 The Moderating Role of Tourists' Subjective Experience

3 Research Design

3.1 Questionnaire Design and Scale Development

Table 1 Finalized questionnaire items and validity

Table 2 Discriminant validity: Pearson correlation and AVE square root values

3.2 Data Statistical Analysis

Figure 1 Research model: Influencing factors on brand image and brand loyalty of Tourism Destinations

4 Results

4.1 Results of Structural Equation Model

Table 3 Path analysis and hypothesis testing results

4.2 Multi Group Analysis

Table 4 Results of multi group analysis

5 Conclusions and Outlook

5.1 Conclusions

5.2 Research Contributions

5.3 Limitations and Future Research

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