There has been growing interest among researchers to know the concept of customer-based brand equity (CBBE) model which is widely applied in marketing research. Viewing tourist destination as a brand, the CBBE model has been applied to tourist destination recently. In the marketing literature, the CBBE can be classified into two types, i.e. perceptual brand equity (such as brand awareness, brand image, perceived quality) and behavioral brand equity (such as brand loyalty). Although many studies define both types of brand equity under an overall umbrella of CBBE, the causal relationship between perceptual brand equity and behavioral brand equity is evident.
In this study, we made an attempt to apply the concept of customer-based brand equity as a tourism destination (CBBETD) by incorporation various antecedents of destination brand equity that leads to tourist satisfaction and destination loyalty. A conceptual relationship model was proposed and examined by using Mongolia as a tourism destination. The respondents of this study are the international tourists who visited in Mongolia. Of 200 questionnaires distributed, 128 was returned back and was used to do further analysis.
This empirical study found that tourists’ awareness of a tourism destination which influence positive perception of image can lead the expectation and actual experience of perceived service quality. Moreover, tourists want to get satisfied with tourism perceived quality, and subsequently with aspects that influences loyalty.

Aaker, D. A. (1991). Managing brand equity: capitalizing on the value of a brand name: The Free Press New York, NY
Alegre, J., & Juaneda, C. (2006). Destination loyalty consumers' economic behavior Annals of Tourism Research, 33(3), 684-706.
Baker, D. A., & Crompton, J. L. (2000). Quality, satisfaction and behavioral intentions. Annals of Tourism Research, 27(3), 785-804.
Baloglu, S., & Brinberg, D. (1997). Affective images of tourism destination Journal of Travel Research, 35(4), 11-15.
Baloglu, S., & McClearly, K. W. (1999a). A model of destination image formation. Annals of Tourism Research, 26(4), 868-897.
Beerli, A., & Martin, J. D. (2004a). Factors influencing destination image. Annals of Tourism Research, 31(3), 657-681.
Beerli, A., & Martin, J. D. (2004b). Tourists' characteristics and the perceived image of tourist destinations: a quantitative analysis-a case study of Lanzarote, Spain. Tourism Management, 25(2004), 623-636.
Bigne, J. E., Sanchez, M. I., & Sanchez, J. (2001). Tourism image, evaluation variables and after purchase behavior: inter-relationship. Tourism Management, 22(2001), 607-616.
Blanke, J., & Chiesa, T. (2007). The travel & tourism competitiveness report 2007: furthering the process of economic development. Geneva, Switzerland.
Bolton, R. N., & Drew, J. H. (1991). A longitudinal analysis of the impact of service changes on customer attitudes. Journal of Marketing, 55(1), 1-9.
Bosque, I. R. d., & Martín, H. S. (2008). Tourist satisfaction a cognitive-affective model. Annals of Tourism Research, 35(2), 551-573.
Boulding, W., Kalra, A., Staelin, R., & Zeithaml, V. A. (1993). A dynamic process model of service quality: from expectations to behavioral intentions. Journal of Marketing Research, 30(1), 7-27.
Cai, L. A. (2002). Cooperative branding for rural destinations. Annals of Tourism Research, 29(3), 720-742.
Castro, C. B., Armario, E. M., & Ruiz, D. M. (2007). The influence of market heterogeneity on the relationship between a destination's image and tourists' future behavior Tourism Management, 28(2007), 175-187.
Chalip, L., & Costa, C. A. (2005). Sport event tourism and the destination brand: towards a general theory. Sport in Society, 8(2), 218-237.
Chang, K.-H., & Shin, J.-I. (2004). The relationship between destination cues of Asian countries and Korean tourist images. Asia Pacific Journal of Marketing and Logistics, 16(2), 82-100.
Chen, C. F., & Tsai, D. C. (2007). How destination image and evaluate factors affect behavioral intentions? . Tourism Management, 28(2007), 1115-1122.
Chen, J. S., & Gursoy, D. (2001). An investigation of tourists' destination loyalty and preferences International Journal of Contemporary Hospitality Management, 13(2), 79-85.
Chi, C. G.-Q., & Qu, H. (2008). Examining the structural relationships of destination image, tourist satisfaction and destination loyalty: An integrated approach. Tourism Management 29(4), 624-636.
Chisnall, P. M. (1992). Marketing research (4th ed.). London: McGraw-Hill
Chon, K. S. (1992). The role of destination image in tourism: an extension The Tourist Review, 2, 2-7.
Court, B., & Lupton, R. A. (1997). Customer portfolio development: modeling destination adopters, inactives, and rejecters. Journal of Travel Research, 36(1), 35-43.
Cronin, J., & Taylor, S. A (1992). Measuring service quality: A reexamination and extension. Journal of Marketing, 56(3), 55-68.
Cronin, J., & Taylor, S. A (1994). SERVPERF versus SERVQUAL: reconciling performance-based and perceptions-minus-expectations measurement of service quality. Journal of Marketing, 58(1), 125-131.
Esch, F.-R., Langner, T., Schmitt, B. H., & Geus, P. (2006). Are brands forever? how brand knowledge and relationships affect current and future purchases. Journal of Product & Brand Management, 15(2), 98-105.
Fakeye, P. C., & Crompton, J. L. (1991). Image differences between prospective, first-time, and repeat visitors to the lower Rio Grande valley. Journal of Travel Research, 30(10), 10-16.
Font, X. (1997). Managing the tourist destination's image. Journal of Vacation Marketing, 3(2), 123-131.
Fornell, C. (1992). A national customer satisfaction barometer: the Swedish experience. Journal of Marketing, 56(1), 6-21.
Fornell, C., Johnson, M. D., Anderson, E. W., Cha, J., & Bryant, B. E. (1996). The American customer satisfaction index: nature, purpose, and findings. Journal of Marketing, 60(4), 7-18.
Frias, D. M., Rodriguez, M. A., & Castaneda, J. A. (2007). Internet vs. travel agencies on pre-visit destination image formation: An information processing view. Tourism Management.
Gallarza, M. G., Saura, I. G., & Garcia, H. C. (2002). Destination image towards a conceptual framework. Annals of Tourism Research, 29(1), 56-78.
Hair, J. F., Anderson, R. E., Tatham, R. L., & Black, W. C. (1998). Multivariate Data Analysis (5th edition). New Jersey: Pearson Prentice Hall.
Hankinson, G. (2005). Destination brand images: a business tourism perspective. Journal of Services Marketing, 19(1), 24-32.
Hellier, P. K., Geursen, G. M., Carr, R. A., & Rickard, J. A. (2003). Customer repurchase intention a general structural equation model. European Journal of Marketing, 37(11), 1762-1800.
Hem, L. E., & Iversen, N. M. (2004). How to develop a destination brand logo: a qualitative and quantitative approach. Scandinavian Journal of Hospitality and Tourism, 4(2), 83-106.
Hosany, S., Ekinci, Y., & Uysal, M. (2006). Destination image and destination personality : an application of branding theories to tourism places. Journal of Business Research, 59(2006), 638-642.
Ibrahim, E. E., & Gill, J. (2005). A positioning strategy for a tourist destination, based on analysis of customers' perceptions and satisfactions. Marketing Intelligence and Planning, 23(2), 172-188.
Juulchin. (2007). Mongolia, a tourist destination from http://www.english.juulchin.com/
Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1-22.
Keller, K. L. (2003). Strategic brand management: building, measuring, and managing brand equity (Second ed.): Prentice-Hall, Upper Saddle River, NJ.
Kim, H.-b., & Kim, W. G. (2005). The relationship between brand equity and firms' performance in luxury hotels and chain restaurants. Tourism Management, 26(2005), 549-560.
Konecnik, M. (2006). Croatian-based brand equity for Slovenia as a tourism destination Economic and Business Review, 8(1), 83-108.
Konecnik, M., & Gartner, W. C. (2007). Customer-based brand equity for a destination. Annals of Tourism Research, 34(2), 400-421.
Kozak, M., & Rimmington, M. (2000). Tourist satisfaction with Mallorca, Spain, as an off-season holiday destination Journal of Travel Research, 38(3), 260-269.
Lee, C.-K., Lee, Y.-K., & Lee, B. (2005). Korea's destination image formed by the 2002 world cup. Annals of Tourism Research, 32(4), 839-858.
Lunsford, T. R., & Lunsford, B. R. (1995). The research sample, part I: Sampling. Journal of Prosthetics and Orthotics, 7(3), 105-112.
Maestro, R. M. H., Gallego, P. A. M., & Requejo, L. S. (2007). The moderating role of familiarity in rural tourism in Spain. Tourism Management, 28(2007), 951-964.
Milman, A., & Pizam, A. (1995). The role of awareness and familiarity with a destination: The central Florida case. Journal of Travel Research, 33(3), 21-27.
Ministry of Road, Mongolia. (2007). The year book of Mongolian tourism statistics. Ulaanbaatar.
Mongolia, T. G. o. (2007). Tourism in Mongolia. from http://www.ub-mongolia.mn/tourism-in-mongolia.html
Myers, C. A. (2003). Managing brand equity: A look at the impact of attributes. Journal of Product & Brand Management, 12(1), 39-51.
Oliver, R. L. (1981). Measurement and evaluation of satisfaction processes in retail settings. Journal of Retailing, 57, 25-48.
Oppermann, M. (1998). Destination threshold potential and the law of repeat visitation. Journal of Travel Research, 37(2), 131-137.
Oppermann, M. (2000). Tourism destination loyalty. Journal of Travel Research, 39(1), 78-84.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A conceptual model of service quality and its implications for future research. Journal of Marketing, 49(4), 41-50.
Pike, S. (2007). Repeat visitors-an exploratory investigation of responses by regional tourism organizations Journal of Travel & Tourism Research (Spring ), 1-13.
Tasci, A. D. A., Gartner, W. C., & Cavusgil, S. T. (2007). Measurement of destination brand bias using a quasi-experimental design. Tourism Management, 28(2007), 1529-1540.
Um, S., Chon, K., & Ro, Y. (2006). Antecedents of revisit intention. Annals of Tourism Research, 33(4), 1141-1158.
UNESC. (2005). Major issues in tourism development in the Asian and Pacific region. Paper presented at the High-level Intergovernmental Meeting on Sustainable Tourism Development.
Walmsley, D. J., & Young, M. (1998). Evaluate images and tourism: The use of personal constructs to describe the structure of destination images. Journal of Travel Research, 36(3), 65-69.
Wikipedia. (2007). Tourism (Publication.: http://en.wikipedia.org/wiki/Tourist
Woodside, A. G., & Lysonski, S. (1989). A general model of traveler destination choice. Journal of Travel Research, 27(4), 8-14.
WTO. (2006). Global forecast and profiles of market segments. Tourism 2020 Vision, 7.
Yoo, B., & Donthu, N. (2001). Developing and validating a multidimensional consumer-based brand equity scale. Journal of Business Research, 52(2001), 1-14.
Yoon, Y., & Uysal, M. (2005). An examination of the effects of motivation and satisfaction on destination loyalty: a structural model Tourism Management, 26(2005), 45-56.
Yu, L., & Goulden, M. (2006). A comparative analysis of international tourists' satisfaction in Mongolia. Tourism Management, 27(2006), 1331-1342.
Yuksel, A. (2001). Managing customer satisfaction and retention: a case of tourist destinations, Turkey. Journal of Vacation Marketing, 7(2), 153-168.
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2-22.
Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1993). The nature and determinants of customer expectations of service. Journal of the Academy of Marketing Science, 21(1), 1-12.
Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of Marketing, 60(2), 31-46.