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

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  • Barnes, Stuart J.
  • Mattsson, Jan
  • Sørensen, Flemming

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.

Suggested Citation

  • Barnes, Stuart J. & Mattsson, Jan & Sørensen, Flemming, 2014. "Destination brand experience and visitor behavior: Testing a scale in the tourism context," Annals of Tourism Research, Elsevier, vol. 48(C), pages 121-139.
    • Handle: RePEc:eee:anture:v:48:y:2014:i:c:p:121-139
    DOI: 10.1016/j.annals.2014.06.002
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    References listed on IDEAS

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