The relationships among social media communication, brand equity and satisfaction in a tourism destination: the case of Danang city, Vietnam
Journal of Hospitality and Tourism Insights
ISSN: 2514-9792
Article publication date: 15 June 2023
Issue publication date: 30 April 2024
Abstract
Purpose
This paper aims to examine the role of social media communication, tourist satisfaction and destination brand equity components in enhancing destination brand equity based on the Stimulus – Organism – Response (S-O-R) theory.
Design/methodology/approach
The conceptual model and research hypotheses were assessed using covariance-based structural equation modeling (SEM). An online survey was used to collect data from 369 domestic tourists who had traveled to Danang and knew about content related to Danang generated by either DMOs or other users on social media.
Findings
Except for the effect of DMO-generated social media communication on tourist satisfaction and the impact of destination brand awareness on destination brand loyalty, the findings confirmed the sequential causal relationships between research concepts based on the S-O-R model.
Research limitations/implications
Future research should explore the proposed model based on comparisons of different nationalities to better understand the impact of cultural factors.
Practical implications
DMOs should associate social media with their marketing strategies to enhance destination brand equity, using cutting-edge technologies to create content and update information in a significant way to make communications by DMOs more effective. The findings especially suggest that UGC plays a vital role in improving brand equity dimensions, so DMOs could exploit UGC to engage existing customers and build relationships with potential customers. This research provides guidance for DMOs to improve their brand equity based on social media.
Originality/value
This study has contributed to the destination marketing literature by applying the S-O-R theory to propose a pathway for effectively increasing destination brand equity and highlight the importance of social media communication as a driver to achieve a hierarchical relationship between destination brand equity components and tourist satisfaction from stimulus to organism (e.g. cognition to affect).
Keywords
Acknowledgements
Funding: This research is partly funded by the University of Danang, University of Economics, Vietnam.
Phuong Kim Thi Tran is the second corresponding author and can be contacted at: phuong.ttk@due.udn.vn and Vinh Trung Tran is the first corresponding author and can be contacted at: vinhtt@due.udn.vn
Citation
Nguyen, H.K.T., Tran, P.T.K. and Tran, V.T. (2024), "The relationships among social media communication, brand equity and satisfaction in a tourism destination: the case of Danang city, Vietnam", Journal of Hospitality and Tourism Insights, Vol. 7 No. 2, pp. 1187-1210. https://doi.org/10.1108/JHTI-11-2022-0567
Publisher
:Emerald Publishing Limited
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