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- W4387610015 abstract "ABSTRACTThis research examines the impact of immigrants’ past memories on destination brand equity and destination brand extension for homeland visiting. Based on the perspective of Myanmar immigrants, this study aims to explore whether travel motivation moderates the influence of past memories on place attachment. Additionally, it investigates whether place attachment positively affects destination brand equity and destination brand extension. The questionnaire involved Myanmar immigrants living in Taiwan for over a year, using convenience sampling. A total of 500 questionnaires were distributed, with 385 questionnaires considered effective, resulting in a response rate of 77%. The findings of this study indicate that (1) past memories have a positive effect on place attachment; (2) place attachment positively influences destination brand equity and destination brand extension; (3) travel motivation moderates the impact of past memories on place attachment. Finally, the implications for managerial practice, research limitations, and future research directions are discussed.KEYWORDS: Past memoryplace attachmenttravel motivationdestination brandhomeland visiting Disclosure statementNo potential conflict of interest was reported by the author(s).Additional informationFundingThis work was supported by Ministry of Science and Technology, Taiwan [grant number MOST 107-2410-H-260-030-SSS (to You-De Dai)]." @default.
- W4387610015 created "2023-10-14" @default.
- W4387610015 creator A5014029253 @default.
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- W4387610015 creator A5057890073 @default.
- W4387610015 creator A5061011598 @default.
- W4387610015 creator A5093057438 @default.
- W4387610015 date "2023-10-13" @default.
- W4387610015 modified "2023-10-14" @default.
- W4387610015 title "Exploring the influence of past memories on homeland visiting: enhancing destination brand equity and extension through Myanmar immigrants’ place attachment" @default.
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