Exploring antecedents of destination brand engagement of tourists: The roles of destination brand experience and destination brand authenticity.

Isaac Muponya, Rumbidzai Chiyangwa
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Abstract

Research on destination brand engagement (DBE) within the tourism context has mainly focused on its outcomes rather than its antecedents. This study diverges from previous investigations to examine the impact of destination-focused drivers and a tourist-centric perspective on DBE. Specifically, the study explores how destination brand experience and destination brand authenticity (DBA) influence DBE. Results obtained from a sample of 530 tourists and tested using structural equation modeling techniques reveal that destination brand experience and DBA positively and significantly influence DBE. Finally, theoretical and significant managerial implications are discussed.
探索游客参与目的地品牌的前因:目的地品牌体验和目的地品牌真实性的作用。
在旅游业背景下对目的地品牌参与(DBE)的研究主要集中于其结果而非其前因后果。本研究不同于以往的研究,而是研究以目的地为中心的驱动因素和以游客为中心的视角对 DBE 的影响。具体来说,本研究探讨了目的地品牌体验和目的地品牌真实性(DBA)对 DBE 的影响。研究以 530 名游客为样本,采用结构方程模型技术进行检验,结果显示目的地品牌体验和目的地品牌真实性对 DBE 有积极而显著的影响。最后,讨论了理论和重要的管理意义。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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