Factors Affecting Brand Equity of Tourism Destination Image. In Zhejiang Province

Abstract

This study explores the interactions between food image, destination image, accommodation service quality and brand equity. It is done in the context of Zhejiang as a tourist destination. This study provides valuable insights into tourism management and destination branding. This contributes to a broader understanding of destination brand equity factors. As well as providing actionable recommendations for stakeholders in Zhejiang's tourism industry, the study aims to improve brand equity and visitor satisfaction by providing actionable recommendations.