The customer-based destination brand equity model (CBDBE) captures knowledge about the complex relationships between tourists and tourism destination brands (e.g., Buhalis and Park, 2021; Chekalina, Fuchs and Lexhagen, 2018; Tran, Nguyen and Tran, 2021). Theoretically, the CBDBE model is derived from cognitive psychology and depicts tourists’ complex responses to a tourism destination’s name. The model aims to understand the multi-dimensional brand-related memory structures that tourists hold about a destination. As a managerial tool, the CBDBE model allows us to measure a destination brand’s strength and thus evaluate a destination’s marketing success. Destination managers use the CBDBE model to identify areas that allow them to upgrade destination marketing strategies, promotional campaigns and destination product development (Tran et al., 2019).