Factors Affecting Brand Equity Of Tourism Destination Image In Zhejiang Province: Consumer Trust As A Moderator

Abstract

This study explores the intricate interplay of brand equity in relation to Zhejiang's status as a tourism destination. The technique used takes into account several criteria, including the influence of numerous elements such as the perception of cuisine, the perception of the location, the quality of lodging services, the convenience of transportation, the overall brand experience, the trust of tourists, and the value of the brand. The research seeks to get a comprehensive knowledge of the links between these aspects and their combined influence on brand equity via investigation. this research offers a comprehensive exploration of brand equity in the context of Zhejiang as a tourist destination. It employs a robust methodology, considers multiple influential factors, and investigates moderating and mediating variables. The findings provide practical guidance for tourism stakeholders, ultimately contributing to the advancement of tourism management and destination branding practices.