تجربه برند مقصد و رفتار بازدید کننده: تست مقیاس در زمینه گردشگری
|کد مقاله||سال انتشار||مقاله انگلیسی||ترجمه فارسی||تعداد کلمات|
|45014||2014||19 صفحه PDF||سفارش دهید||11205 کلمه|
Publisher : Elsevier - Science Direct (الزویر - ساینس دایرکت)
Journal : Annals of Tourism Research, Volume 48, September 2014, Pages 121–139
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.