How Does Destination Experience Value Affect Brand Value and Behavioral Intention? The Moderator Role of Self Congruity

Ebru Gozen, Aylin Aktas Alan (), Emel Celep, Gozde Seval Ergun, Ozgur Yayla (), Huseyin Keles and Arif Aytekin
Additional contact information
Ebru Gozen: Department of Recreation Management, Manavgat Tourism Faculty, Akdeniz University, Antalya 07600, Türkiye
Aylin Aktas Alan: Department of Tourism Guidance, Manavgat Tourism Faculty, Akdeniz University, Antalya 07600, Türkiye
Emel Celep: Department of Business, Faculty of Economics and Administrative Science, Selçuk University, Konya 42130, Türkiye
Gozde Seval Ergun: Department of Tourism Management, Manavgat Tourism Faculty, Akdeniz University, Antalya 07600, Türkiye
Ozgur Yayla: Department of Recreation Management, Manavgat Tourism Faculty, Akdeniz University, Antalya 07600, Türkiye
Huseyin Keles: Department of Tourism Guidance, Manavgat Tourism Faculty, Akdeniz University, Antalya 07600, Türkiye
Arif Aytekin: Department of Social Work, Manavgat Social Sciences and Humanities Faculty, Akdeniz University, Antalya 07600, Türkiye

Sustainability, 2023, vol. 15, issue 18, 1-19

Abstract: The primary purpose of this research is to reveal the moderator role of self-congruity in the effect of consumer return on investment, aesthetics, service excellence, and playfulness as the sub-dimensions of destination experience value on destination brand equity and in the effect of destination brand value on behavioral intention. The research data were obtained utilizing the survey method. The findings of the study revealed that all dimensions under the destination experience value significantly and positively affect the destination brand value. When the effect of the overall brand value of the destination on the behavioral intention is evaluated, the brand value affects the behavioral intention positively and strongly. It was concluded in the study that self-congruity has a moderator effect on customer return on investment and playfulness dimensions on destination brand value, whereas the construct of self-congruity does not have a moderator effect on service excellence and aesthetic dimensions on destination brand value and that self-congruity has a moderator effect on destination brand value perception on behavioral intention. The study provides important practical contributions to both destination marketing managers and national and local authorities.

Keywords: destination experience value; destination brand value; behavioral intention; self-congruity (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2023
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
https://www.mdpi.com/2071-1050/15/18/14004/pdf (application/pdf)
https://www.mdpi.com/2071-1050/15/18/14004/ (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:gam:jsusta:v:15:y:2023:i:18:p:14004-:d:1244597

Access Statistics for this article

Sustainability is currently edited by Ms. Alexandra Wu

More articles in Sustainability from MDPI
Bibliographic data for series maintained by MDPI Indexing Manager ().