Destination Image and Brand Value as Predictors of Tourist Behavior: Happiness as a Mediating Link

Deyber Jimenez-García, Ovet Espinoza Heredia, Eduar Cruz Lizana, Jose Joel Cruz-Tarrillo () and Dany Yudet Millones-Liza
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Deyber Jimenez-García: Escuela Profesional de Marketing y Negocios Internacionales, Facultad de Ciencias Empresariales, Universidad Peruana Unión, Tarapoto 22160, Peru
Ovet Espinoza Heredia: Escuela Profesional de Marketing y Negocios Internacionales, Facultad de Ciencias Empresariales, Universidad Peruana Unión, Tarapoto 22160, Peru
Eduar Cruz Lizana: Escuela Profesional de Marketing y Negocios Internacionales, Facultad de Ciencias Empresariales, Universidad Peruana Unión, Tarapoto 22160, Peru
Jose Joel Cruz-Tarrillo: Escuela Profesional de Marketing y Negocios Internacionales, Facultad de Ciencias Empresariales, Universidad Peruana Unión, Tarapoto 22160, Peru
Dany Yudet Millones-Liza: Unidad de Ciencias Empresariales, Escuela de Posgrado, Universidad Peruana Unión, Lima 15102, Peru

Administrative Sciences, 2025, vol. 15, issue 5, 1-15

Abstract: Tourism has become one of the most important industries in the business world, significantly impacting various economies. In order to have a better understanding of tourist behavior, this study aims to examine the image of the destination and the value of the brand as predictors of the behavior of tourists, assuming happiness as a mediating link. From a quantitative, non-experimental and cross-sectional methodological perspective, the information of a sample of 425 tourists was analyzed. The results support that tourist happiness predicts their intention to revisit a tourist destination (Path Coefficient 0.921). Also, tourist happiness and the intention to revisit predict the intention to recommend a tourist place. These results suggest that tourist happiness plays a fundamental role in aspects such as loyalty and the promotion of a destination, so it is important for tourism companies to promote tourist happiness as a marketing strategy that drives them to word-of-mouth recommendations and the intention to revisit a tourist destination.

Keywords: destination image; brand value; tourism; tourist happiness; tourist behavior (search for similar items in EconPapers)
JEL-codes: L M M0 M1 M10 M11 M12 M14 M15 M16 (search for similar items in EconPapers)
Date: 2025
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