Examining the Impact of Tourist Resilience on Destination Brand Love and Destination Brand Equity in Post Pandemic Era: Evidence from Malaysia

Authors

  • JoonChew Dan Holmes College Author
  • TianYu Liu Henan University of Animal Husbandry and Economy Author
  • ShengNan Wang Henan University of Animal Husbandry and Economy Author
  • Zhihao Hu Henan University of Animal Husbandry and Economy Author
  • K Karunakaran Puskaran Derby University Author

DOI:

https://doi.org/10.11113/jcms.v1.32

Keywords:

Destination brand love, Destination brand equity, Tourist resilience, Tourism marketing

Abstract

This study investigates the impact of resilience behaviour on destination brand love and equity in post-pandemic tourism. Drawing from the concept of destination brand love and the psychological resilience of travellers, the study uses a second-order factor analysis and structural equation modelling approach. A total of 357 responses were collected using field survey questionnaires and analysed using Smartpls version 4.0. Results show that destination brand love positively influences destination brand equity, but resilience behaviour moderates these effects. The findings indicate that DMOs need to carefully review their marketing communication and destination brand management strategies from current tourism business perspectives. The concept of brand love that encompasses the multidimensional concept of destination brand love and the theory of resilience behaviour comprehends the theoretical basis to explain the influence of resilience behaviour on destination brand love and destination brand equity.

Author Biographies

  • TianYu Liu , Henan University of Animal Husbandry and Economy

    TianYu Liu is a senior lecturer in the School of International Studies at Henan University of Animal Husbandry and Economy, China. He holds a Master degree in Tourism from Henan Normal University. His research interests are in tourism management, rural tourism, tourism planning and development and integrations of culture and tourism.

    Department of International Studies, Henan University of Animal Husbandry and Economy, No.2 Yingcai Street, Huiji, Zhengzhou, 450000, Henan, China Email: 201071@hnuahe.edu.cn

  • ShengNan Wang, Henan University of Animal Husbandry and Economy

    ShengNan Wang is a Dean of International Studies in Henan University of Animal Husbandry and Economy, China. She holds a Master and PhD in Business from Manchester University. Her research interests are in organizational psychology, applied psychology, behavioral psychology, strategic management and international business.

    Department of International Studies, Henan University of Animal Husbandry and Economy, No.2 Yingcai Street, Huiji, Zhengzhou, 450000, Henan, China Email: nicolesnwang@163.com

  • Zhihao Hu, Henan University of Animal Husbandry and Economy

    Zhihao Hu is an undergraduate student in the School of Business Holmes Institute, China, a Sino-Australia joint degree program. He is looking forward to pursue his master degree in Australia next July (2025).  He is completing a Bachelor Degree in Logistics Management from Henan University of Animal Husbandry and Economy.  His research interest includes supply chain management, geo supply chain, tourism studies and international business.

    Department of Business, Bachelor in Logistics Management, Holmes College - Henan University of Animal Husbandry and Economy, No.2 Yingcai Street, Huiji, Zhengzhou, 450000, Henan, China Email: RickyHu03@outlook.com

  • K Karunakaran Puskaran, Derby University

    K Karunakaran Puskaran is a senior consultant and manager in operations and quality management. Puskaran is currently operating his own consultancy firm. His research interest includes marketing management, branding and six-sigma quality management.

Vol. 1 No. 2 (2025): December

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Published

2025-12-12

Issue

Vol. 1 No. 2 (2025): December

Section

Articles

How to Cite

Examining the Impact of Tourist Resilience on Destination Brand Love and Destination Brand Equity in Post Pandemic Era: Evidence from Malaysia. (2025). Journal of Contemporary Management Studies, 1(2), 15-36. https://doi.org/10.11113/jcms.v1.32