期刊
JOURNAL OF TRAVEL & TOURISM MARKETING
卷 34, 期 9, 页码 1247-1260出版社
ROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD
DOI: 10.1080/10548408.2017.1331871
关键词
Destination brand identification; destination personality congruence; destination trust; destination advocacy; destination loyalty
Brand identification enhances customer loyalty and develops long-term relationships between the customer and the brand. However, only a few studies have explored the role of identification in building long-term and favorable relationships between tourists and a tourism destination. In this study, we propose and empirically verify destination personality congruence and destination trust as the drivers of destination brand identification, and destination advocacy and destination loyalty as its outcomes. For assessing these proposed relationships, a sample of 342 respondents was collected from foreign tourists visiting Dharamsala, which is a famous tourist destination among visitors in northern India. The results of structural equation modeling reveal that destination personality congruence significantly influences the destination loyalty through destination brand identification. In addition, destination trust emerges as a significant predictor for both destination advocacy and destination loyalty. The study offers important implications for both acadmecians and practitioners.
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