Measuring Branding Variables that Affect the Brand Choice Intention toward Tourism Destinations in Thailand’s Eastern Coastal Region

• Main Authors: Phalitnonkiat, Passarin, Johnson, James Vincent, Kunnapapdeelert, Siwaporn
• Format: text
• Published: Animo Repository 2024
• Subjects: Brand Choice Intention; Brand Loyalty; Thailand’s Eastern Coastal Regions; Thailand Tourism Destination; Structural Equation Model (SEM); Business Administration, Management, and Operations
• Online Access: https://animorepository.dlsu.edu.ph/ber/vol34/iss1/24
• Institution: De La Salle University

A large number of tourists visit Thailand’s eastern coastal regions every year. Brand choice intention is one of the fundamental elements for developing marketing strategies. Therefore, the purposes of this study are to investigate the impact of five brand elements on destination brand loyalty and b...