Modeling the commonly-assumed relationship between human capital and brand equity in tourism

Basak Denizci Guillet, Asli D.A. Tasci

Research output: Journal article publicationJournal articleAcademic researchpeer-review

13 Citations (Scopus)

Abstract

Since most of the product quality in tourism is determined by intangible factors of service, the quality, skills, experience, and capabilities of service personnel become utmost important in the success of tourism business. The purpose of this article is twofold: (a) to provide an argument on the significance of the relationship between human capital and brand equity of a tourism product; and (b) to develop a conceptual model to guide empirical investigation of the relative magnitude of the causal relationships between the involved constructs. A model is developed along with appropriate operationalization suggestions for pertinent constructs.
Original languageEnglish
Pages (from-to)610-628
Number of pages19
JournalJournal of Hospitality Marketing and Management
Volume19
Issue number6
DOIs
Publication statusPublished - 1 Aug 2010

Keywords

  • Brand equity
  • Customer loyalty
  • Human capital
  • Service quality
  • Tourism education
  • Tourism product

ASJC Scopus subject areas

  • Management Information Systems
  • Tourism, Leisure and Hospitality Management
  • Marketing

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