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From Clicks to Trips: Examining Online Destination Brand Experience in Ecotourism Decision Making

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  • Adina-Nicoleta Candrea

    (Faculty of Economic Sciences and Business Administration, Transilvania University of Brașov, 500036 Brașov, Romania)

  • Ioana-Simona Ivasciuc

    (Faculty of Economic Sciences and Business Administration, Transilvania University of Brașov, 500036 Brașov, Romania)

  • Ana Ispas

    (Faculty of Economic Sciences and Business Administration, Transilvania University of Brașov, 500036 Brașov, Romania)

  • Cristinel-Petrişor Constantin

    (Faculty of Economic Sciences and Business Administration, Transilvania University of Brașov, 500036 Brașov, Romania)

  • Florin Nechita

    (Faculty of Sociology and Communication, Transilvania University of Brasov, 500036 Brașov, Romania)

Abstract

Destination Management Organizations (DMO) increasingly harness social media to foster favorable online destination brand experiences (ODBEs) during travelers’ pre-trip planning. However, empirical knowledge about such experiences in ecotourism contexts remains limited. This study addresses the gap by proposing and validating an ODBE measurement scale adapted to ecotourism destinations. An online questionnaire was administered to Facebook users following seven certified Romanian ecotourism destinations, yielding 281 valid responses. Through exploratory factor analysis and confirmatory composite analysis, the scale was refined into three components—hedonic, utilitarian, and spatio-temporal—capturing emotional immersion, rational evaluation, and destination-specific spatial perceptions. Structural equation modeling further demonstrated that ODBEs exert a strong, positive effect on two key behavioral intentions: visiting the destination (β = 0.913) and sharing destination information online (β = 0.875). This study advances theories on tech-mediated pre-travel experiences by emphasizing nature and local culture. The findings provide DMOs with practical guidance for creating effective social media content to enhance destination branding and support sustainable tourism.

Suggested Citation

  • Adina-Nicoleta Candrea & Ioana-Simona Ivasciuc & Ana Ispas & Cristinel-Petrişor Constantin & Florin Nechita, 2025. "From Clicks to Trips: Examining Online Destination Brand Experience in Ecotourism Decision Making," Administrative Sciences, MDPI, vol. 15(6), pages 1-25, June.
    • Handle: RePEc:gam:jadmsc:v:15:y:2025:i:6:p:228-:d:1678412
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    References listed on IDEAS

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    4. Mariani, Marcello M. & Di Felice, Marco & Mura, Matteo, 2016. "Facebook as a destination marketing tool: Evidence from Italian regional Destination Management Organizations," Tourism Management, Elsevier, vol. 54(C), pages 321-343.
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