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Destination Image and Brand Value as Predictors of Tourist Behavior: Happiness as a Mediating Link

Author

Listed:
  • Deyber Jimenez-García

    (Escuela Profesional de Marketing y Negocios Internacionales, Facultad de Ciencias Empresariales, Universidad Peruana Unión, Tarapoto 22160, Peru)

  • Ovet Espinoza Heredia

    (Escuela Profesional de Marketing y Negocios Internacionales, Facultad de Ciencias Empresariales, Universidad Peruana Unión, Tarapoto 22160, Peru)

  • Eduar Cruz Lizana

    (Escuela Profesional de Marketing y Negocios Internacionales, Facultad de Ciencias Empresariales, Universidad Peruana Unión, Tarapoto 22160, Peru)

  • Jose Joel Cruz-Tarrillo

    (Escuela Profesional de Marketing y Negocios Internacionales, Facultad de Ciencias Empresariales, Universidad Peruana Unión, Tarapoto 22160, Peru)

  • Dany Yudet Millones-Liza

    (Unidad de Ciencias Empresariales, Escuela de Posgrado, Universidad Peruana Unión, Lima 15102, Peru
    Escuela Profesional de Administración, Facultad de Ciencias Empresariales, Universidad Peruana Unión, Lima 15102, Peru)

Abstract

Tourism has become one of the most important industries in the business world, significantly impacting various economies. In order to have a better understanding of tourist behavior, this study aims to examine the image of the destination and the value of the brand as predictors of the behavior of tourists, assuming happiness as a mediating link. From a quantitative, non-experimental and cross-sectional methodological perspective, the information of a sample of 425 tourists was analyzed. The results support that tourist happiness predicts their intention to revisit a tourist destination (Path Coefficient 0.921). Also, tourist happiness and the intention to revisit predict the intention to recommend a tourist place. These results suggest that tourist happiness plays a fundamental role in aspects such as loyalty and the promotion of a destination, so it is important for tourism companies to promote tourist happiness as a marketing strategy that drives them to word-of-mouth recommendations and the intention to revisit a tourist destination.

Suggested Citation

  • Deyber Jimenez-García & Ovet Espinoza Heredia & Eduar Cruz Lizana & Jose Joel Cruz-Tarrillo & Dany Yudet Millones-Liza, 2025. "Destination Image and Brand Value as Predictors of Tourist Behavior: Happiness as a Mediating Link," Administrative Sciences, MDPI, vol. 15(5), pages 1-15, May.
    • Handle: RePEc:gam:jadmsc:v:15:y:2025:i:5:p:176-:d:1651971
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