Topic：Verifying Cross-validation and Predictive Validity of Multi-Dimensions of Destination Brand Equity: A Multi-Group Analysis

Guest：Dr. Martin Yongho Hyun

Time：3月15日（周三）下午15:00-17:00

Venue：商学院学术研讨室（文西二楼）

Host：宋丽红 副教授

Abstract

This study mainly attempts to verify the multi-dimensional scale of destination brand equity across different cultures (i.e., Korean and Chinese) and different places (i.e., Jeju in South Korea and Zhangjiajie in China), establishing its cross-validation and predictive validity. Five dimensions of destination brand equity were adopted such as destination image, perceived quality, associations, awareness and destination brand loyalty. Study 1 found that 15 items out of original 23 items were determined through EFA and CFA against Korean visitors to Jeju in South Korea. The verified measures were applied to Chinese visitors to Jeju and Zhangjiajie in China. As a result of factorial invariance test within three groups (i.e., KJ vs. CJ., KJ vs. CZ, CJ vs. CZ, and KJ vs. CJ vs. CZ), the comparison between KJ and CJ (different cultures and the same visit place) suggested that three items cannot be applicable; two items should be removed for KJ-CZ (different cultures and different visit places); one item for CJ-CZ (the same culture and different visit places); and six items for three groups (KJ-CJ-CZ).

Biography

Martin Yongho Hyun has expanded his marketing communication background to mobile marketing for virtual and augmented reality technologies including destination brand marketing. His research focus is on advertising effectiveness of augmented reality, smartphone-based virtual reality and Word-Of-Mouth strategies and destination brand equity.

欢迎全校师生参加！

商学院

2017-3-10