Exploring the Impact of Destination Brand Equity on Destination Value, Destination Loyalty and Destination Advocacy

Abstract

This study explores and map the existing literature on destination personality, awareness, quality, culture, image, value, and loyalty all contribute to destination advocacy through a mixed method approach. The first study adopted partial least squares structural equation model to analyse the data gathered from 392 respondents from Sambalpur, Dhenkanal, Puri, Khordha, Kandhamal of Odisha. The study demonstrates that while Destination Awareness (DA) and Destination Quality (DQ) do not generate substantial serial effects, only Destination Personality (DP) and Destination Culture (DC) provide a significant serial route through Destination Image (DI), Destination Value (DV), and Destination Loyalty (DL) toward Destination Advocacy. These findings were validated through a qualitative inquiry in the second study. It improved our comprehension of Destination Advocacy (DAV) and increase the efficacy of its strategies.  It will provide policymakers and stakeholders with important information and strategic inputs.  They may use this information to prioritize cultural events, promote heritage, and design focused initiatives.