The elements affecting the customer-oriented brand equity of tourism establishments in Hanoi

The study aims to develop a model for measuring and verifying the relationship between dimensions of brand equity and brand equity as a whole. The study uses quantitative methods to formally evaluate the scale and the impact of the factors on the customer-oriented brand equity of travel agencies in Hanoi. The samples were randomly selected from 215 questionnaires which were distributed and collected. The finding is that dimensions of brand value include brand awareness, brand association, perceived quality, brand loyalty, which have a strong impact on the brand equity of tour operator. This result implies that travel agencies should promote branding to improve brand awareness and brand loyalty in order to improve perceived quality and brand loyalty, thereby increase the brand value and competitive advantages.