Popular culture provides numerous benefits to destinations, enhancing their image, reputation, and sales. While previous research on its impact on tourism has predominantly focused on individuals’ perception and behavior toward a destination, little attention has focused on its potential spillover effect on the tourism and hospitality firms. This spillover can create destination brand-related intangible assets that positively influence firm value. Based on the customer-based brand equity theoretical framework, this study reveals that popular culture significantly affects the firm value of the tourism and hospitality industries, with notable effects observed two days after the event. Individual companies operating under the umbrella brand of a destination gain advantages from the improved brand knowledge associated with that overarching brand. The findings also highlight that the unique characteristics and nuances of popular cultural content, such as its genre, popularity scope, and celebrity effect, play a crucial role in shaping the magnitude of its impact.

中文翻译：

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流行文化对旅游企业市场价值的影响——基于目的地品牌资产视角


流行文化为目的地提供了许多好处，提高了他们的形象、声誉和销售额。虽然之前关于其对旅游业影响的研究主要集中在个人对目的地的看法和行为上，但很少有人关注其对旅游和酒店公司的潜在溢出效应。这种溢出效应可以创造与目的地品牌相关的无形资产，从而对公司价值产生积极影响。基于基于客户的品牌资产理论框架，本研究揭示了流行文化对旅游和酒店业的公司价值有显著影响，在活动发生两天后观察到显著影响。在目的地主品牌下运营的个体公司可以从与该总体品牌相关的改进品牌知识中获得优势。研究结果还强调，流行文化内容的独特特征和细微差别，例如其类型、流行范围和名人效应，在塑造其影响程度方面起着至关重要的作用。