IDEAS home Printed from https://ideas.repec.org/a/gam/jadmsc/v15y2025i5p176-d1651971.html
   My bibliography  Save this article

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
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2076-3387/15/5/176/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2076-3387/15/5/176/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Kamoliddin Fayzullaev & Susanna Heldt Cassel & Daniel Brandt, 2021. "Destination image in Uzbekistan – heritage of the Silk Road and nature experience as the core of an evolving Post Soviet identity," The Service Industries Journal, Taylor & Francis Journals, vol. 41(7-8), pages 446-461, June.
    2. Xuejiao Chen & Kai Zhang & Yanting Huang, 2023. "Effect of Social Loneliness on Tourist Happiness: A Mediation Analysis Based on Smartphone Usage," Sustainability, MDPI, vol. 15(11), pages 1-22, May.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Aigul Sergeyeva & Akzhunus Abdullina & Mamatkodir Nazarov & Izimbet Turdimambetov & Muxammadismoil Maxmudov & Sergey Yanchuk, 2022. "Development of Cross-Border Tourism in Accordance with the Principles of Sustainable Development on the Kazakhstan-Uzbekistan Border," Sustainability, MDPI, vol. 14(19), pages 1-17, October.
    2. Nigora Baymuminova & Guljakhon Shermukhammedova & Jeong-Gil Choi, 2023. "Estimating the Economic Value of Ichan Kala Using the Contingent Valuation Method (CVM)," Sustainability, MDPI, vol. 15(3), pages 1-18, February.
    3. Husanjon Juraturgunov & Murodjon Raimkulov & Young-joo Ahn & Eunice Minjoo Kang, 2023. "World Heritage Site Tourism and Destination Loyalty along the Silk Road: A Study of U.S. Travelers in Uzbekistan," Sustainability, MDPI, vol. 15(13), pages 1-21, June.

    More about this item

    Keywords

    ;
    ;
    ;
    ;
    ;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jadmsc:v:15:y:2025:i:5:p:176-:d:1651971. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.