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<p>Brand equity, as a result of brand marketing, is primarily reflected in the differentiation responses of tourists. It is crucial to analyze the factors influencing tourists' differentiated responses and the relationships between these factors. Through structural equation model analysis (SEM) and fuzzy set qualitative comparative analysis (fsQCA), this paper explores the direct and indirect drivers of brand equity and analyses the interactions among these factors. In this paper, a questionnaire survey is conducted among Chengdu tourists. The results of data analysis show the following: (1) Tourism destination brand cognition has a positive impact on overall brand equity. Improving brand awareness and brand image can encourage tourists to produce positive and more obvious differences. (2) Brand evaluation has a positive impact on overall brand equity. High-quality and high-value tourism products can directly affect the behavioural decisions of tourists. (3) Through the qualitative comparison and analysis of fuzzy sets, it is found that the path configuration of high brand equity mainly includes two configuration types, namely, the brand cognitive drive type and the brand evaluation driven type. This paper explores the impact of brand cognition and evaluation on brand equity, identifies multiple pathways to high brand equity, and offers strategies for enhancing the differentiation and global competitiveness of tourism destination brands.</p>

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Research on the driving factors model and configuration of tourism destination brand equity: hybrid analysis based on SEM and fsQCA method

  • 期刊论文

  • 发表日期：

    2025年5月16日

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  • Dongdong Zhang

摘要

Brand equity, as a result of brand marketing, is primarily reflected in the differentiation responses of tourists. It is crucial to analyze the factors influencing tourists' differentiated responses and the relationships between these factors. Through structural equation model analysis (SEM) and fuzzy set qualitative comparative analysis (fsQCA), this paper explores the direct and indirect drivers of brand equity and analyses the interactions among these factors. In this paper, a questionnaire survey is conducted among Chengdu tourists. The results of data analysis show the following: (1) Tourism destination brand cognition has a positive impact on overall brand equity. Improving brand awareness and brand image can encourage tourists to produce positive and more obvious differences. (2) Brand evaluation has a positive impact on overall brand equity. High-quality and high-value tourism products can directly affect the behavioural decisions of tourists. (3) Through the qualitative comparison and analysis of fuzzy sets, it is found that the path configuration of high brand equity mainly includes two configuration types, namely, the brand cognitive drive type and the brand evaluation driven type. This paper explores the impact of brand cognition and evaluation on brand equity, identifies multiple pathways to high brand equity, and offers strategies for enhancing the differentiation and global competitiveness of tourism destination brands.