Destination Brand Experience and Place Attachment

Abstract

Brand experience and place attachment are key issues of a destination as it is increasingly important that visitors develop attachment and positive attitudes towards the natural environment, which is generally related with a high level of satisfaction. The current research explores the relationship between destination brand experience (DBE) and place attachment, their implications in relation to pro-environmental behaviours, behavioural intentions (revisit or recommend), and tourists’ satisfaction in the context of natural protected areas. A survey was conducted at Peneda-Gerês National Park, Portugal. A total of 507 valid questionnaires were analyzed using structural equations modelling. The findings show the relevance of DBE in relation to the other constructs. It was in the relationship between DBE and satisfaction that the highest path coefficient was verified. The association between place attachment and satisfaction was not confirmed inducing the idea that satisfaction is not enough for tourists to create attachment bonds. However, DBE can lead to the creation of emotional and affective ties to a particular destination. As practical implication, the management entities should invest in strategies that can get visitors more identify with this natural area, to increase the level of experience and the degree of satisfaction.