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Examining Structural Relationships among Brand Experience, Existential Authenticity, and Place Attachment in Slow Tourism Destinations

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  • Wenwen Shang

    (School of Tourism Management, Zhengzhou University, Zhengzhou 450001, China)

  • Qing Yuan

    (School of Culture Industry & Tourism Management, Henan University, Kaifeng 475001, China
    Department of Hotel &Convention Management, Paichai University, Daejeon 35345, Korea)

  • Nan Chen

    (School of Culture Industry & Tourism Management, Henan University, Kaifeng 475001, China)

Abstract

Understanding how tourists’ brand experiences impact their existential authenticity, and the role of existential authenticity in the formation mechanism of place attachment to the destination, are key issues for the marketing of a destination. The current study examines the relationship between tourists’ experience, existential authenticity, and place attachment, and the indirect effect of existential authenticity on the relationship between destination brand experience and place attachment from the oriental perspective against the slow tourism background. A self-administered survey was conducted at Yaxi town, the first international slow city in China. A total of 398 samples were analyzed using a two-step approach of the structural equation model (SEM). The findings show that destination brand experience partially impacts existential authenticity, and both the intrapersonal and interpersonal authenticity (the sub-dimensions of existential authenticity) significantly influence place attachment. Additionally, affective and behavioral experience indirectly influence place attachment through existential authenticity. Based on the conclusions, theoretical and practical recommendations are considered.

Suggested Citation

  • Wenwen Shang & Qing Yuan & Nan Chen, 2020. "Examining Structural Relationships among Brand Experience, Existential Authenticity, and Place Attachment in Slow Tourism Destinations," Sustainability, MDPI, vol. 12(7), pages 1-23, April.
    • Handle: RePEc:gam:jsusta:v:12:y:2020:i:7:p:2784-:d:340032
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