An integrative model of consumer-based heritage destination brand equity

Abstract

Purpose This study aims to examine tourists’ heritage brand experience (HBE), cultural intelligence and destination loyalty and test whether these have an impact on the formation of consumer-based heritage destination brand equity (CBHDE). The mediating role of heritage destination loyalty (HDL) in this relationship was also examined. Design/methodology/approach The data used in the current study was collected from different heritage tourist destinations by using the survey questionnaire method. The proposed conceptual model was tested by applying structural equation modelling (SEM). Findings The SEM results reveal that tourists’ HBE, cultural intelligence and destination brand loyalty are positively related to CBHDE, thus implying the impact of these influences on CBHDE, which is mediated by heritage destination brand loyalty. Practical implications The results suggest that organizations operating in the heritage tourism and hospitality industry should pay greater attention to tourists experiences and cultural intelligence to achieve CBHDE. Originality/value To the best of the authors’ knowledge, this is the first attempt to investigate CBHDE in the literature. As this work examines three important predictive variables in terms of CBHDE, this work can be considered an important addition to the existing knowledge on heritage tourism destination research.