Assessing the Components of Destination Brand from the Perspective of Domestic Tourists by CFA Method: A Study in Vietnam

Abstract

The tourist image is a complex of ideas about a certain country as a tourist destination, formed and fixed in the minds of the foreign public (Papadopoulos & Heslop, 2002). Therefore, when it comes to destination brands, people often think of a country's brand, and destination branding is often aimed at foreign tourists. However, the outbreak of Covid-19 since the end of 2019 has changed the world tourism situation. Many countries are not yet able to open their doors to international tourists, but are working to improve tourism from domestic tourists. Therefore, this paper develops a destination brand for domestic tourists with components evaluated by the CFA method carefully with 300 observed samples collected. This study provides a measure of destination brand for domestic tourists and find out the importance of each destination brand component through the multivariable regression equation in order to better develop the tourism industry in the new situation.