An integrative model of consumer-based heritage destination brand equity

What is it about?

The present research will assist in addressing conceptual gaps in heritage tourism destination research. The first gap relates to the scarcity of published conceptual and empirical research on heritage destination brand equity based on tourists’ perceptions. This is achieved by presenting an integrated model that can broaden our understanding of the antecedents and consequences of consumer base heritage tourism destination brand equity embedded with cultural intelligence (TCI), heritage brand experience (HBE) and heritage destination loyalty (HDL). The second research gap addressed by this study is the call for further research regarding CBHDE. Several studies have focused on issues of heritage tourism status, prospect, barriers, policy, sustainability and cross-border analysis in attracting foreign and local tourists (Little et al., 2019). However, little exploration has been undertaken regarding TCI, HBE and destination loyalty towards CBHDE, and this is where the current research will add value. In terms of practical implications, the findings of this research can help authorities of the tourism industry understand the importance of developing CBHDE and maintaining a strong destination brand perception amongst domestic and international tourists. Given these theoretical and contextual gaps, the present study seeks to answer the following research question.

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