在競爭激烈的市場中，營銷人員總是在尋找解決方案來加強所謂的目標價值（獨特的地方，服務和人力資源等）。他們通過專注於可以提高品牌權益的重要因素來做到這一點。儘管如此，但關於目的地品牌相關評估的研究仍然不足，仍需遊客的驗證。本研究以531外國遊客到越南旅遊為樣本並以偏最小平方法（PLS）方法，以目的地品牌權益（知覺品質，忠誠度，感知，意象）的四個要素，並以目的地熟悉為干擾變數。結果顯示，品牌權益與旅遊意願正相關。此外，目的地熟悉對目的地感知及知覺價值具有干擾調節作用。本研究亦提供了一些管理見解有效建立目的地品牌權益。 In a highly competitive market, marketing staff are always looking for solutions to strengthen what can be called their destination values (unique place, services, and human resources, etc.). They do this by concentrating on vital factors which can enhance their brand equity. Nevertheless, there is a shortage of studies about how destination brand evaluations are related to visitor appraisals. Using the opinions of 531 foreign tourists visiting a destination in Vietnam and a partial least squares (PLS) approach, this study examines four elements of destination brand equity (perceived quality, loyalty, awareness, image) regarding travel intentions and the moderating effect of destination familiarity. Results revealed that brand equity is positively related to travel intentions. Additionally, destination familiarity has positive moderating effects on destination awareness and perceived quality of travel intentions. This study offers some managerial insights into the effective building of destination brand equity.
