Destination brand experience and visitor behavior: Testing a scale in the tourism context

Stuart J. Barnes, Jan Mattsson and Flemming Sørensen

Annals of Tourism Research, 2014, vol. 48, issue C, 121-139

Abstract: Destination branding has developed considerably as a topic area in the last decade with numerous conceptualizations focusing on different aspects of the brand. However, a unified view has not yet emerged. This paper examines destination branding via a new conceptualization, destination brand experience (DBE), which provides a more holistic and unified view of the destination brand. It examines the direct and mediated role of DBE components in determining revisit intentions and word-of-mouth recommendations. The findings suggest that DBE is an important determinant of all study outcomes, but that there is a strong mediating role of satisfaction and distinct variation in significant DBE components, with sensory DBE playing a leading role. The paper concludes with implications for research and practice.

Keywords: Destination brand experience; PLS path modeling; Satisfaction; Loyalty (search for similar items in EconPapers)
Date: 2014
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Citations: View citations in EconPapers (33)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:anture:v:48:y:2014:i:c:p:121-139

DOI: 10.1016/j.annals.2014.06.002

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