An Empirical Study on Impacts of Brand Image of Travel Agencies on Customer Purchase Intentions

DOI

10.2991/icsem.2013.70How to use a DOI?

Keywords

brand image, purchase intention, travel agencies

Abstract

Travel agencies, as an important carrier for the development of tourism, their inadequacies in brand building have limited further development of tourism. In this paper, the impact of travel agencies’ brand image on customer purchase intention was empirically examined from the perspective of consumer awareness. The results show that travel agencies’ service images, brand personality as well as organization image have positive effects on consumer purchase intention significantly, while for consumers' individual characteristics, only disposable income acts similarly.

Copyright

© 2013, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Meixian He
AU  - Zhenquan Sha
AU  - Yuanyuan Yang
PY  - 2013/04
DA  - 2013/04
TI  - An Empirical Study on Impacts of Brand Image of Travel Agencies on Customer Purchase Intentions
BT  - Proceedings of the 2nd International Conference On Systems Engineering and Modeling (ICSEM 2013)
PB  - Atlantis Press
SP  - 376
EP  - 380
SN  - 1951-6851
UR  - https://doi.org/10.2991/icsem.2013.70
DO  - 10.2991/icsem.2013.70
ID  - He2013/04
ER  -