TTLA: Destination brand equity and international tourists' intention to return to Vietnam

1. Full name of PhD student: Hoang Thi Van 2. Gender: Female
3. Date of birth: December 2, 1991 4. Place of birth: Nghe An
5. Decision to recognize PhD students: Decision No. 3618/2018/QD-XHNV dated December 4, 2018 of the University of Social Sciences and Humanities, Vietnam National University, Hanoi
6. Changes in training process (if any): Extension period from 12/2021- 12/2024
7. Thesis topic: Destination brand equity and international tourists' intention to return to Vietnam
8. Major: Tourism 9. Code: 9810101.01
10. Scientific advisor: Associate Professor, Dr. Pham Hong Long
11. Summary of new results of the thesis:
Research purpose
The thesis focuses on clarifying the relationship between destination brand equity factors and international tourists' intention to return to Vietnam and the moderating influence of destination novelty seeking on this relationship, thereby providing managerial implications for destination marketers to help increase the value of destination brand equity and attract international tourists to visit Vietnam.
Research methods
The research process of the Thesis is divided into 02 phases:
In the exploratory research phase, the analytical techniques applied to review the literature include: (1) systematic review method based on the analysis of 62 screened studies to review the literature on destination brand equity; (2) meta-analysis method using CMA software, version 4.0 to evaluate the results of 35 previous studies and confirm the viability of the research hypotheses; (3) content analysis method was applied to review the literature on revisit intention, search for destination novelty, thereby drawing out research gaps, models and research hypotheses. In addition, (4) expert interview method was applied, through which variables and scales were screened, supplemented and adjusted to suit the research.
The second phase is the empirical research. The official survey was conducted via Google form, collecting 680 responses from international tourists to Vietnam. The survey used convenience sampling technique. The main data were collected from surveys conducted from October 2022 to February 2023. The collected data were processed using SPSS 18.0 software package and SmartPLS statistics version 3.3.5. Partial Least Squares (PLS) analysis was used to test the measurement model and the structural model. Finally, conclusions were presented for discussion and implications.
Main research results
(1) The systematic overview analysis has provided a comprehensive picture of destination brand equity, especially current research directions. The study found 4 elements of destination brand equity that were most commonly used for measurement in the period from 2007 to 2021: destination brand awareness, destination brand image, perceived destination quality and destination brand loyalty. The study analyzed the research models of previous studies to summarize the main research directions of destination brand equity (5 research directions), determine the relationships between the elements of destination brand equity (6 interactions between these elements), and their impact on the intention to return to the destination to propose a research model and hypothesis.
(2) The assessment of the relationship between destination brand equity factors and their impact on tourists' intention to revisit the destination was conducted through the meta-analysis method and the empirical survey method. The results showed that 10 research hypotheses were accepted, indicating that the analysis based on empirical research was compatible with the results obtained from the exploratory research (meta-analysis). Accordingly, good perception of the destination brand has a positive impact on perceived destination quality (H1), destination brand loyalty (H2) and destination brand image (H3). In addition, the analysis results found that perceived destination quality has a positive impact on destination brand image (H4). In addition, the study also showed that factors that positively affect destination brand loyalty include destination brand awareness (H2), perceived destination quality (H5), and destination brand image (H6). This proves that the model of measuring destination brand equity based on international tourists has been well applied to Vietnam destination. Furthermore, the study also found that destination brand equity is an important factor in increasing tourists' intention to return (H7-H10).
(3) The results of the exploration of the moderating effect of destination novelty seeking are different. Destination novelty seeking positively moderates the relationship between destination brand image and tourists' intention to revisit (H11b). Meanwhile, tourists' destination novelty seeking moderates the relationship between destination brand loyalty and destination intention to revisit (H11c). In addition, demographic factors such as tourists' age and different trip duration also lead to differences in international tourists' intention to revisit Vietnam.
New Contribution
First, this study has consolidated and provided a theoretical foundation for destination brand equity: (1) analyzed the most commonly used model of destination brand equity elements in the period from 2007 to 2021, (2) summarized the main research directions of destination brand equity, and (3) clarified the interactive relationships that exist between destination brand equity elements. The study helps scientists have a rich understanding of the development process of destination brand equity, further clarifying and reducing the lack of consensus on the number of components of destination brand equity and the lack of uniformity in the relationship between them due to the complexity of each destination.
Second, this thesis has provided a deeper insight into how tourists perceive a destination as a brand and how brand equity influences their intentions or behaviors. The thesis has derived measurement components (observed variables) of destination brand equity from the customer perspective. These constructs and measurement variables can be applied to determine brand equity for other existing tourism destinations, regardless of destination size.
Third, this study strengthens the understanding of the factors that predict tourists' intention to revisit a destination by combining brand equity theory (Aaker, 1991, 1996) and the theory of planned behavior (Ajzen, 1991) to examine the process by which foreign tourists' perceptions of destination brand equity influence their intention to revisit a destination. According to the research results of this study, destination brand equity is an important factor in increasing tourists' intention to revisit a destination.
Fourth, the thesis also added a new approach when this study integrated the novelty seeking theory (Bello and Etzel, 1985) to explain tourists' intention to return to the destination. The thesis has built, tested and contributed to the destination brand management literature by becoming one of the first studies to test the moderating role of destination novelty seeking on the relationship between destination brand equity and tourists' intention to return to the destination. The research results indicate that tourists' novelty seeking characteristics at a destination have created identity features that other destinations cannot copy.
Fifth, from a practical perspective, the thesis provides an overview and important insights into destination branding and destination brand equity based on international tourists, when Vietnam's destination brand has not yet made much of an impression on international tourists, thus contributing to the strengthening of Vietnam's destination brand equity. From the study of Vietnam's destination brand equity based on the perceptions of international tourists, it has also had practical significance for Vietnam's destination managers and tourism service providers to understand the perceptions, needs and behaviors of international tourists about Vietnam's destination brand, thereby evaluating and applying good strategies to increase destination brand equity, attract international visitors to visit and return to Vietnam, helping Vietnam's tourism industry to develop further.
Conclude
Based on the research results and the current status of Vietnam tourism brand development, this thesis proposes some managerial implications for destination marketers to help increase the value of destination brand assets and attract international tourists to visit and return to Vietnam. Furthermore, these related results can also provide some insights for destination managers, policy makers, and tourism service providers to pay attention to investing in different destination images, novel experiences, renewing tourism products at destinations and adjusting their destination branding strategies for target tourists. It is essential for destination marketers to strengthen outstanding brand attributes that can stimulate potential tourists to visit and return to the destination on a regular basis.
12. Further research directions:
- Supplementing qualitative research methods to better understand Vietnam tourism branding issues from the perspective of international tourists and other stakeholders
- Explore other factors and expand upon the model used in this study such as tourist satisfaction, length of stay, social media.
13. Publications related to the thesis:
- Hoang Thi Van, Pham Hong Long (2021), “Examining the effect of destination brand equity dimensions and novelty regarding revisit intention”, Proceedings of the The 2nd International Conference on Innovations in the Social Sciences & Humanities, ISBN 978-0-9945391-6-8, pp. 394-404.
- Hoang Thi Van, Pham Hong Long (2021), “Destination brand equity and revisit intention of tourists: the theoretical perspective”, Proceedings of the 3rd International Tourism Retail and Service Management Conference (TRMC), ISBN 978-967-5492-64-8, pp. 128-145.
- Van, HT, & Hieu, VM (2020), “Travel Branding in Tourism 4.0: Case Study Vietnam Travel”, Journal of Asian and African Studies Vol. 55 (6), pp. 896-909.
- Hoang Thi Van, Vo Minh Hieu (2019), "Problems of how to impersonate the tourism brand for travel businesses in the context of technological agency 4.0", Proceedings of the International Conference on Innovations in the Social Sciences & Humanities, ISBN: 978-0-9945391-4-4, pp. 221-228.

 

1. Full name: Hoang Thi Van 2. Sex: Female
3. Date of birth: December 2, 1991 4. Place of birth: Nghe An
5. Amission decision number 3618/2018/QD-XHNV dated December 4, 2018 by University of Social Sciences and Humanities, Vietnam National University, Hanoi.
6. Changes in academic process: Extension period from December 2021 to December 2024
7. Officical thesis title: Destination brand equity of and inbound tourists' revisit intention to Vietnam
8. Major: Tourism 9. Code: 9810101.01
10. Supervisor: Associate Professor, Dr. Pham Hong Long
11. Summary of the new findings of the thesis
Research purpose:
The thesis focuses on clarifying the relationship between destination brand equity factors and the revisit intention among inbound international tourists to Vietnam and the moderating influence of destination novelty seeking. This has management implications for destination marketers, and the study may help increase the value of destination brand equity which attracts inbound tourists to visit Vietnam.
Research Methods
In the Exploratory Research phase, analytical techniques applied to review the literature include: (1) a systematic literature review was completed based on analysis of 62 screened research papers reviewing the literature on destination brand equity; (2) meta-analysis was made by using CMA software, version 4.0 to evaluate the results of 35 previous studies and confirm the viability of research hypotheses; (3) content analysis was applied to review the literature on revisiting intentions and destination novelty seeking, thereby drawing out research gaps, models and hypotheses. In addition, (4) the method of consulting experts was applied, through which variables and scales were screened, supplemented and adjusted to suit the research.
The second phase was experimental research. The official survey was conducted via Google forms, receiving 680 responses from international tourists to Vietnam. The survey used a convenience sampling technique. Primary data was collected from surveys conducted between October 2022 and February 2023. The data was processed using SPSS 18.0 software package and SmartPLS statistics version 3.3.5. Partial Least Squares (PLS: partial least squares) analysis was used to test the measurement model (Measurement model) and structural model (Structural model). The conclusions are presented for discussion and implications are drawn.
Main research results
(1) Systematic overview analysis has provided a comprehensive picture of destination brand assets, especially current research directions. The study found four elements of destination brand equity that are most commonly used as measures in the period from 2007 to 2021: destination brand awareness, destination brand image, destination perceived quality and destination brand loyalty. The study analyzed the research models of previous research works to generalize the main research directions of destination brand equity (5 research directions), determine the relationships that exist between these factors. Destination brand equity factors (6 interactive relationships between these factors), and their impact on the revisit intention to the destination proposed a model and research hypothesis.
(2) The assessment of the relationship between destination brand equity elements and their impact on tourists' intention to revisit a destination was carried out through synthetic analysis and survey. The survey results showed that 10 research hypotheses were accepted, indicating that the analysis based on empirical research was compatible with the results obtained from exploratory research (meta-analysis). created, it sees good awareness of the destination brand has a positive influence on destination perceived quality (H1), destination brand loyalty (H2) and destination brand image (H3). Besides, the analysis results found that the perceived quality of the destination positively influences the destination brand image (H4). In addition, the research also shows that factors that positively influence destination brand loyalty include destination brand awareness (H2), destination perceived quality (H5), and destination brand image (H6). This suggests that the destination brand equity measurement model based on international tourists has been well applied to Vietnamese destinations. Furthermore, the study also found that destination brand equity is an important factor in increasing tourists' revisit intention (H7-H10).
(3) The results exploring the level of moderating effects of destination novelty seeking are different. Destination novelty seeking positively moderates the relationship between destination brand image and tourists' revisit intention (H11b). Meanwhile, Destination novelty seeking moderates the relationship between destination brand loyalty and revisit intention to the destination (H11c). In addition, demographic factors such as age and different trip lengths of tourists also lead to differences in the revisit intention of inbound tourists to Vietnam.
New contributions
First, this study has consolidated and provided a theoretical foundation for destination brand equity: (1) analyzed the model of the most commonly used elements of destination brand equity during the period from 2007 to 2021, (2) summarized the main research directions of destination brand equity and (3) clarified the interactive relationships that exist between destination brand equity elements. Research scientists help acquire a richer understanding of the process of developing destination brand equity, clarifying and reducing any lack of consensus on the number of components of destination brand equity and any lack of uniformity in the relationship between them due to the unique complexity of each destination.
Second, this thesis has provided a deeper perspective on how tourists perceive a destination as a brand and how brand equity influences their intentions or behavior. The thesis has inherited the measurement components (observed variables) of destination brand assets from the customer perspective. These constructs and measurement variables can be applied to determine brand equity for other existing tourism destinations of any destination size.
Third, this study strengthens the understanding of the factors that predict tourists' intention to revisit a destination by combining brand equity theory (Aaker, 1991, 1996) and theories of behavioral planning (Ajzen, 1991) to examine the process by which foreign tourists' perceptions of destination brand equity influence their revisit intention to the destination. According to the findings of this study, destination brand equity is an important factor in increasing tourists' revisit intention.
Fourth, the thesis also adds a new approach when this study integrated novelty search theory (Bello and Etzel, 1985) to explain tourists' destination revisit intention. This thesis has built, tested and contributed to the literature on destination brand management by becoming one of the first studies to evaluate the moderating role of destination novelty seeking on the relationship between destination brand equity and tourists' revisit intention. Research results show that novelty seeking at a destination of tourist create identifying characteristics that cannot be replicated by other destinations.
Fifth, from a practical perspective, the thesis provides an overall picture and important insights about destination brand and destination brand equity based on international tourists intent. Even when Vietnam destination brand has not yet made much impression on international tourists, it is possible to contribute to strengthening the brand equity of Vietnamese destinations. Understanding the brand equity of Vietnamese destinations based on the perceptions of international tourists ensures there is also practical significance for Vietnamese destination managers and tourism service providers. To understand the perceptions, needs and behavior of international tourists about Vietnam's destination brands, thereby evaluating and applying good strategies to increase destination brand equity the thesis encourages international visitors to return to Vietnam, helping Vietnam's tourism industry develop further.
Include
Based on research results and the current status of Vietnamese tourism brand development, this thesis offers a number of management implications to destination marketers to help increase the value of destination brand assets and attract international tourists to visit and return to Vietnam for tourism. Furthermore, these results can also provide insights for destination managers, policy makers, and tourism service providers to pay attention to investing in differentiated destination images, novel experiences, refreshing tourism products at destinations and tailoring their destination branding strategies to target tourists. It is essential for destination marketers to strengthen outstanding brand attributes that can stimulate potential tourists to visit and revisit to the destination on a regular basis.
12. Further research directions
- Using qualitative research methods to better understand Vietnam tourism branding issues from the perspective of international tourists and other stakeholders
- Exploring other factors and expanding on the model used in this study such as tourist satisfaction, length of stay, social media.
13. Thesis-related publications
- Hoang Thi Van, Pham Hong Long (2021), “Examining the effect of destination brand equity dimensions and novelty regarding revisit intention”, Proceedings of the The 2nd International Conference on Innovations in the Social Sciences & Humanities, ISBN 978-0-9945391-6-8, pp. 394-404.
- Hoang Thi Van, Pham Hong Long (2021), “Destination brand equity and revisit intention of tourists: the theoretical perspective”, Proceedings of the 3rd International Tourism Retail and Service Management Conference (TRMC), ISBN 978-967-5492-64-8, pp. 128-145.
- Van, HT, & Hieu, VM (2020), “Travel Branding in Tourism 4.0: Case Study Vietnam Travel”, Journal of Asian and African Studies Vol. 55 (6), pp. 896-909.
- Hoang Thi Van, Vo Minh Hieu (2019), "Problems of how to impersonate the tourism brand for travel businesses in the context of technological agency 4.0", Proceedings of the International Conference on Innovations in the Social Sciences & Humanities, ISBN: 978-0-9945391-4-4, pp. 221-228.