A Partial Least Square Structural Equation Modeling: Prestige Perception in Tourism
Keyword(s):
This study aims to investigate destination brand prestige, and to explore the mediating effects of destination brand worldness between destination brand prestige and intention to revisit. Research is designed to collect primary data from the Taiwanese tourists. Partial least squares structural equation modeling is used to test the effects. The research model is appropriately implemented in Smart PLS 3 and a full mediation has existed through the empirical findings. The study shows how destination brand worldness mediates the relationship between destination brand prestige and intention to revisit.
2017 ◽
Vol 2
(6)
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pp. 177
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2019 ◽
Vol 11
(2)
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2020 ◽
Vol 4
(4)
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pp. 55-74