ABSTRACT

The role of expat’s community has emerged as a cornerstone for branding tourism destinations. This study focused on 307 expats (across Korea and Turkey) and investigated the effects of perceived destination personality (DP) on destination brand equity (DBE), under the moderating influence of expat’s cultural intelligence (ECI). The findings empirically confirmed the significant positive effect of DP on DBE, however, the cross-country differences in DBE were significantly influenced by ECI. The study findings offer strategic directions for destination marketers to re-assess the vital role of global expats in boosting DP and DBE, especially when ECI remains superior over general tourists.

摘要

外籍人士社区的作用已成为旅游目的地品牌化的基石。本研究针对 307 名外籍人士（来自韩国和土耳其），调查了在外籍人士文化智力 (ECI) 的调节影响下，感知目的地个性 (DP) 对目的地品牌资产 (DBE) 的影响。研究结果实证证实了 DP 对 DBE 的显着积极影响，然而，DBE 的跨国差异受到 ECI 的显着影响。研究结果为目的地营销人员提供了战略方向，以重新评估全球外籍人士在提高 DP 和 DBE 方面的重要作用，尤其是当 ECI 仍然优于一般游客时。