Browsing by Author "Cai, Liping A."
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Item A model of community-based festival image(Elservier, 2010) Huang, Joy Zhuowei; Li, Mimi; Cai, Liping A.This study initiates an original inquiry into the image of community-based festivals (CBFs). A CBF image model was proposed and empirically tested based on existing destination image models. Four image constructs were identified as Attributes, Family and Friendliness, Affective Association, and Overall Evaluation. The interrelationships among these constructs were tested by structural equation modeling. The findings revealed that Attributes affects Family and Friendliness and Affective Association, which in turn, affects Overall Evaluation. This study also included visitor loyalty in the understanding of CBF image. It was found that repeat visitors had more favorable perceptions of the CBF than did first-time visitors. Significant perceptual differences were found in Family and Friendliness, Affective Association, and Overall Evaluation between the two groups of festival goers. In addition, it was revealed that loyalty exerted significantly negative interaction effects on the relationship between Attributes and Family and Friendliness, as well as the linkage between Family and Friendliness and Overall Evaluation. In addition, this study illustrated the importance of the support of local residents for CBFs. CBF planners and local tourism organizations would benefit from this study in terms of cultivating visitor loyalty to these festivals and building the destination’s brand.Item A model of community-based festival image(Elservier, 2010) Huang, Joy Zhuowei; Li, Mimi; Cai, Liping A.This study initiates an original inquiry into the image of community-based festivals (CBFs). A CBF image model was proposed and empirically tested based on existing destination image models. Four image constructs were identified as Attributes, Family and Friendliness, Affective Association, and Overall Evaluation. The interrelationships among these constructs were tested by structural equation modeling. The findings revealed that Attributes affects Family and Friendliness and Affective Association, which in turn, affects Overall Evaluation. This study also included visitor loyalty in the understanding of CBF image. It was found that repeat visitors had more favorable perceptions of the CBF than did first-time visitors. Significant perceptual differences were found in Family and Friendliness, Affective Association, and Overall Evaluation between the two groups of festival goers. In addition, it was revealed that loyalty exerted significantly negative interaction effects on the relationship between Attributes and Family and Friendliness, as well as the linkage between Family and Friendliness and Overall Evaluation. In addition, this study illustrated the importance of the support of local residents for CBFs. CBF planners and local tourism organizations would benefit from this study in terms of cultivating visitor loyalty to these festivals and building the destination’s brand.Item Modeling consumer-based brand equity for multinational hotel brands e When hosts become guests(Elservier, 2015) Huang, Zhuowei (Joy); Cai, Liping A.This study addresses global expansion challenges faced by multinational hotel companies under the backdrop of the booming international travel. Grounded upon theories pertaining to brand equity, this study develops the consumer-based brand equity (CBBE) model for multinational hotel brands, which examines the effects of brand knowledge on consumer response to these brands. The conceptual model is empirically tested using a sample of the Chinese middle-class consumers in their home country e China and when they travel to the foreign country as their host country e the United States. Three U.S.- based multinational hotel brands are selected: Hilton, Holiday Inn, and Super 8. Different relationship patterns between brand knowledge and consumer responses in home and host countries are exhibited. In addition, this study examines the role of Chinese consumers' travel motivation to the United States in the CBBE model. Published by Elsevier LtdItem Modeling consumer-based brand equity for multinational hotel brands e When hosts become guests(Elservier, 2015) Huang, Zhuowei (Joy); Cai, Liping A.This study addresses global expansion challenges faced by multinational hotel companies under the backdrop of the booming international travel. Grounded upon theories pertaining to brand equity, this study develops the consumer-based brand equity (CBBE) model for multinational hotel brands, which examines the effects of brand knowledge on consumer response to these brands. The conceptual model is empirically tested using a sample of the Chinese middle-class consumers in their home country e China and when they travel to the foreign country as their host country e the United States. Three U.S.- based multinational hotel brands are selected: Hilton, Holiday Inn, and Super 8. Different relationship patterns between brand knowledge and consumer responses in home and host countries are exhibited. In addition, this study examines the role of Chinese consumers' travel motivation to the United States in the CBBE model.