期刊名称：International Journal of Academic Research in Business and Social Sciences
电子版ISSN：2222-6990
出版年度：2021
卷号：11
期号：10
页码：465-472
DOI：10.6007/IJARBSS/v11-i10/10996
语种：English
出版社：Human Resource Management Academic Research Society
摘要：This study is to remodel on tourist Loyalty based on destination based brand equity for SME Tourism in Malaysia, the customer experience as the mediator. SME Spa tourism is one of the tourism category which are competing with the well-established SME Spa tourism destination in Malaysia. Currently, most of the study is looking at the method or way to motivate or push and pull tourist to choose or visit SME (Spa) tourism in Malaysia, however lack of study were looking at building destination brand based equity in the mind of customer. Which Destination based brand equity are one of the important element before tourist choose their destination, this has been discussed in customer decision making process. The first step for tourist before they plan to go for any destination that they prefer which is under pre trip, most of the most important process that might influence customer final decision making. This study also will be looking at customer experience quality that received by customer as the mediator previously might also influence destination based brand equity and lead to tourist decision making in choosing the best destination for vacation.
