How does brand loyalty interact with tourism destination? Exploring the effect of brand loyalty on place attachment

Yeyi Liu, Magnus Hultman, Andreas B. Eisingerich and Xingjie Wei

Annals of Tourism Research, 2020, vol. 81, issue C

Abstract: The research examines to what extent emotional place attachment is impacted by people's feelings towards international companies associated with the place, and what mechanism and conditions drive such effects. The research draws on the feelings-as-information perspective and empirically tests the relationships in three international multi-method studies. The results demonstrate that brand loyalty plays a key role in place affective image and emotional place attachment. The study theorizes and empirically shows the importance of affect, authenticity, and cultural distance in such relationships. Critically, it enriches understanding of brand–place relationships and identify key boundary conditions. Tourism marketers need to appropriately manage perceptions of local brands' authenticity and consider cultural distance when designing destination campaigns in their efforts to strengthen place attachment.

Keywords: Loyalty; Brand authenticity; Cultural distance; Affective image; Attachment (search for similar items in EconPapers)
Date: 2020
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Citations: View citations in EconPapers (15)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:anture:v:81:y:2020:i:c:s0160738320300232

DOI: 10.1016/j.annals.2020.102879

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