Determinants of destination branding for revisiting : with special reference to tourism in Sri Lanka

Abstract

The study was designed to explain the relationship between customer brand equity towards Sri Lanka as a tourism destination and customer revisit intention. The relationship between dimensions of Customer Based Brand Equity for Tourism Destination; brand awareness, perceived quality, brand image and brand loyalty, with revisit intention are examined through a survey method. The results show that the customer brand equity has a significant positive relationship with the intention to revisit, bring up several policy implications for the tourism strategy