TY - JOUR
T1 - Exploring the influence of past memories on homeland visiting
T2 - enhancing destination brand equity and extension through Myanmar immigrants’ place attachment
AU - Dai, You De
AU - Yeh, Shih Shuo
AU - Zin, Eain Chuu
AU - Lin, Htet Htet
AU - Huan, Tzung Cheng
N1 - Publisher Copyright:
© 2023 Informa UK Limited, trading as Taylor & Francis Group.
PY - 2024
Y1 - 2024
N2 - This research examines the impact of immigrants’ past memories on destination brand equity and destination brand extension for homeland visiting. Based on the perspective of Myanmar immigrants, this study aims to explore whether travel motivation moderates the influence of past memories on place attachment. Additionally, it investigates whether place attachment positively affects destination brand equity and destination brand extension. The questionnaire involved Myanmar immigrants living in Taiwan for over a year, using convenience sampling. A total of 500 questionnaires were distributed, with 385 questionnaires considered effective, resulting in a response rate of 77%. The findings of this study indicate that (1) past memories have a positive effect on place attachment; (2) place attachment positively influences destination brand equity and destination brand extension; (3) travel motivation moderates the impact of past memories on place attachment. Finally, the implications for managerial practice, research limitations, and future research directions are discussed.
AB - This research examines the impact of immigrants’ past memories on destination brand equity and destination brand extension for homeland visiting. Based on the perspective of Myanmar immigrants, this study aims to explore whether travel motivation moderates the influence of past memories on place attachment. Additionally, it investigates whether place attachment positively affects destination brand equity and destination brand extension. The questionnaire involved Myanmar immigrants living in Taiwan for over a year, using convenience sampling. A total of 500 questionnaires were distributed, with 385 questionnaires considered effective, resulting in a response rate of 77%. The findings of this study indicate that (1) past memories have a positive effect on place attachment; (2) place attachment positively influences destination brand equity and destination brand extension; (3) travel motivation moderates the impact of past memories on place attachment. Finally, the implications for managerial practice, research limitations, and future research directions are discussed.
UR - http://www.scopus.com/inward/record.url?scp=85174011424&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=85174011424&partnerID=8YFLogxK
U2 - 10.1080/13683500.2023.2269463
DO - 10.1080/13683500.2023.2269463
M3 - Article
AN - SCOPUS:85174011424
SN - 1368-3500
VL - 27
SP - 3676
EP - 3696
JO - Current Issues in Tourism
JF - Current Issues in Tourism
IS - 22
ER -