Liên kết trách nhiệm xã hội điểm đến, hình ảnh thương hiệu, sự hài lòng và tình yêu thương hiệu với trung thành thương hiệu điểm đến
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Từ khóa:
Trách nhiệm xã hội điểm đến
hình ảnh thương hiệu điểm đến
sự hài lòng du khách
tình yêu thương hiệu điểm đến
trung thành thương hiệu điểm đến
Tóm tắt
Nghiên cứu này xây dựng một mô hình nhằm khám phá mối quan hệ giữa trách nhiệm xã hội điểm đến (DSR), hình ảnh thương hiệu, sự hài lòng, tình yêu thương hiệu và trung thành thương hiệu điểm đến. Đồng thời, nghiên cứu kiểm tra vai trò trung gian của sự hài lòng và tình yêu thương hiệu trong mối quan hệ giữa DSR và trung thành thương hiệu điểm đến. Dữ liệu được thu thập thông qua khảo sát trực tiếp bằng bảng hỏi giấy từ du khách trong nước và quốc tế tại Đà Nẵng. Tổng cộng 609 bảng hỏi hợp lệ được sử dụng để phân tích và kiểm định mô hình và giả thuyết thông qua mô hình phương trình cấu trúc bình phương tối thiểu từng phần (PLS-SEM). Kết quả nghiên cứu xác nhận tất cả các giả thuyết đề xuất. Trên cơ sở đó, nghiên cứu đưa ra những hàm ý lý thuyết và khuyến nghị chính sách phù hợp.
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Phương, T. T. K., N. T. K. Huệ, H. M. T. Nhi, Đoàn T. H. Thanh, N. K. Viễn, L. V. Huy, và T. T. Vinh. “Liên kết trách nhiệm Xã hội điểm đến, hình ảnh thương hiệu, sự hài lòng Và tình Yêu thương hiệu với Trung thành thương hiệu điểm đến”. Tạp Chí Khoa học Và Công nghệ - Đại học Đà Nẵng, vol 23, số p.h 4, Tháng Tư 2025, tr 24-34, doi:10.31130/ud-jst.2025.053.
