Title

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

Document Type

Journal Article

Publisher

Elsevier

Faculty

Faculty of Business and Law

School

Office of Assoc Dean - Research and Higher Degrees (FBL)

RAS ID

17887

Comments

This article was originally published as: Barnes, S., Mattsson, J. , & Sorensen, F. (2014). Destination brand experience and visitor behavior: Testing a scale in the tourism context. Annals of Tourism Research, 48(September 2014), 121-139. Original article available here

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

DOI

10.1016/j.annals.2014.06.002

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