Destination brand identity and emerging market tourists’ perceptions

ABSTRACT

The trend of destination branding is prominent in contemporary tourism. However, little research has investigated the relationships between tourist perceptions of destination brand identity and value, satisfaction, and behavioral intention, particularly with reference to tourists from emerging markets. Using structural equation modeling, survey data from 620 tourists who visited Taiwan indicate that destination image, quality, personality, and awareness positively affect perceived value and satisfaction; satisfaction positively affects behavioral intention; and perceived value positively affects satisfaction. Furthermore, the perceived value–behavioral intention relationship is mediated by satisfaction. These findings can be referenced by managers hoping to develop effective marketing strategies.

KEYWORDS:

• Destination branding
• identity
• perceived value
• satisfaction
• behavioral intention

Acknowledgement

This research was supported by Ministry of Science and Technology, Taiwan (R.O.C.)

(Program No: MOST 106-2420-H-025-003).

Disclosure statement

No potential conflict of interest was reported by the author(s).

Additional information

Funding

This research was supported by Ministry of Science and Technology, Taiwan (R.O.C.) [grant number MOST 106-2420-H-025-003].