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Research Article: Destination brand experience and tourist behavior: The mediating role of brand identification, 27-Nov-2017

Prof. Vikas Kumar

Assistant Professor (Marketing)

Article: Destination brand experience and tourist behavior: The mediating role of brand identification,

Journal: Journal of Travel & Tourism Marketing. In Press. [Impact Factor - 1.453, ABDC - A]

Abstract:

Destination branding has emerged as a critical tool for achieving competitive advantage through various conceptualizations, focusing on various aspects of branding. This research examines the role of destination brand experience (DBE), a new conceptualization, in assessing the holistic and unified view of tourism destinations. The conceptual model proposed in this research has been validated using structural equation modeling, based on the primary responses collected from 312 and 262 foreign visitors for study 1 and study 2 respectively, conducted at two different tourism destinations in India. Findings of both the studies suggest that various dimensions of DBE have a varied influence on destination brand identification (DBI), which subsequently affects both tourists’ trust and loyalty toward tourism destinations. In addition, DBI emerges as an important mediator for the relationship between DBE and destination trust (DT) as well as DBE and destination loyalty (DL). The study provides several implications for destination marketers about building trust and loyalty among tourists using DBE and DBI.
Keywords: Destination brand experience, destination brand identification, destination trust, destination loyalty, structural equation modeling