This study examines the impact of the causal relationship between destination brand knowledge (DBK) and
destination brand loyalty (DBL) on destination brand equity (DBE). It evaluates the partial mediating role of destination
brand trust (DBT) and the moderating role of tourist nationality. Responses to a questionnaire from 420 Chinese and
Japanese tourists, who visited Seoul, were used to conduct moderated mediation analysis. The results indicated a positive
effect of DBK on DBL, suggesting that in the structure of DBE, the three dimensions of DBK—destination brand
awareness, destination brand image, and destination brand quality—explain DBL. DBT improves DBL, measured
through destination choice and revisit intention. Quality control strategies, including information transmission and
construction of management systems for the Chinese tourist market, and brand image improvement strategies, including
tourism program diversity and the development of positive messages for the Japanese tourist market, may be required
in future destination brand marketing.