Does experience affect engagement? Role of destination brand engagement in developing brand advocacy and revisit intentions

Abstract

Destination brand engagement (DBE) has emerged as a valuable construct for developing and maintaining enduring relationships with consumers. This study investigates the relationships among DBE, destination brand experience, and visitor outcomes by supplementing the existing research in two ways: first, it explores how destination brand experience (sensory, affective, intellectual, and behavioral) affects DBE in a specific tourist destination. Second, the role of DBE in developing destination brand advocacy and destination revisit intentions has also been examined. Some important implications are suggested for both service providers and practitioners of the tourism industry.

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