Tác động của tương đồng hình ảnh đến tài sản thương hiệu điểm đến: trường hợp du khách nội địa tại thành phố Hội An
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Từ khóa:
Tương đồng hình ảnh
tài sản thương hiệu
Hội An
SEM
Tóm tắt
Nghiên cứu này được thực hiện nhằm mục đích khám phá con đường gia tăng tài sản thương hiệu điểm đến thông qua cơ chế liên kết giữa tương đồng hình ảnh và các thành phần của tài sản thương hiệu điểm đến dựa trên lý thuyết Nhận thức – Cảm xúc – Ý định hành vi (C-A-C). Khảo sát trực tiếp và online được thực hiện để thu thập dữ liệu từ 349 du khách nội địa đã và đang đi du lịch tại Hội An. Mô hình và các giải thuyết nghiên cứu được kiểm định thông qua CB-SEM. Kết quả phân tích cho thấy, tất cả các giả thuyết nghiên cứu đều được chấp nhận, ngoại trừ mối quan hệ giữa nhận biết thương hiệu điểm đến và hình ảnh thương hiệu điểm đến (H3 không được chấp nhận). Cuối cùng, một số hàm ý lý thuyết và chính sách được đề xuất.
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Trần Thị Kim Phương, Phạm Viết Thiên, Trương Bá Thanh, và Trần Trung Vinh. “Tác động của tương đồng hình ảnh đến tài sản thương hiệu điểm đến: Trường hợp Du khách nội địa tại thành phố Hội An”. Tạp Chí Khoa học Và Công nghệ - Đại học Đà Nẵng, vol 21, số p.h 10, Tháng Mười 2023, tr 21-28, https://jst-ud.vn/jst-ud/article/view/8362.
