Customer-based brand equity and destination visit behaviour in the tourism industry: the contingent role of social media
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Customer‑based brand equity and destination visit behaviour in the tourism industry: the contingent role of social media Munazza Saeed1 · Imran Shafique2
© Springer Nature B.V. 2019
Abstract This study aims to examine the role of customer-based brand equity (CBBE) in relation to the intention to select a destination as a tourist destination with the moderating role of social media among international tourists. Data were collected from international tourists through probability sampling. Partial least square-structural equation modelling was employed for data analysis. The findings revealed that social media moderates the relationship between CBBE and the intention to select a destination. This study offers strategic implications for the struggling tourism industry of Pakistan by providing an understanding of international tourists’ intentions regarding Pakistan as their final choice. Social media has an undeniable power which can not only change tourists’ minds but also rebuild or reconstruct the image of the country. The findings can help the travel guides, social media tourist advisors, and especially the tourism industry of Pakistan, to use social media to rebuild the soft image of Pakistan in the mind of tourists. This will not only be helpful in attracting more tourists but will boost the hospitality business in Pakistan and business organizations can obtain the first mover advantage as well. Nevertheless, social media has a wide spectrum for consumers, especially for tourists. The tourism and hospitality industry have been widely influenced by social media but they remain little understood in the context of Pakistan as there some security issues which have damaged this industry completely in Pakistan. This study contributes to the existing literature by exploring the role of social media in reviving tourism in Pakistan. Keywords CBBE · Brand awareness · Brand image · Brand quality · Social media · International tourists
* Imran Shafique [email protected] 1
FAST School of Management, National University of Computer and Emerging Sciences, CFD Campus, Faisalabad, Pakistan
2
Department of Management Sciences, COMSATS University Islamabad, Lahore Campus, Lahore, Pakistan
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Vol.:(0123456789)
M. Saeed, I. Shafique
1 Introduction In tourism literature, destination branding and social media are appeared as important elements regarding the tourists visit behavior but these constructs are quite distinct. Destinations in particular are considered as brands and treated as competitive positioning tools which lead the destination towards customers’ preferences and motivate them to choose even though they have not experienced it before (Pappu et al. 2007; Morgan et al. 2002) but nevertheless, researchers are agreed on the fact that destination-based branding is complicated to establish due to certain reasons such as administrative difficulties, high number of stakeholders involved, diverse offerings, targeting hybrid segments and involvement of many suppliers (Im et al. 2012; Boo et al. 2009; P
