The impact of destination brand awareness and experience on destination brand identification

Document Type : Research Paper

Authors

1 PhD Student in Business Management, Department of Management, University of Isfahan, Isfahan, Iran

2 Associate Professor, Department of Management, University of Isfahan, Isfahan, Iran, Corresponding author

3 Associate Professor, Department of Management, University of Isfahan, Isfahan, Iran

Abstract

The aim of this study is to explain the role of destination brand awareness and destination brand experience on destination brand image and destination brand identification. The statistical population of the study is domestic and foreign tourists that visited Iran’s selected cities from October 2019 to May 2020. In order to collect data, purposive sampling method was used to select tourism destinations. Then, using the convenience non-random sampling method, 415 tourists were questioned to answer a researcher-made questionnaire. Content validity and the reliability of the questionnaire (with Cronbach's alpha 939%) were confirmed. Structural equation modeling with partial least squares approach was used to analyze the relationship between research variables. The results show that destination brand experience with its three dimensions, i.e., mental experience, emotional experience, and behavioral experience, have a positive effect on destination Image and destination brand identification. Moreover, destination brand awareness has a positive effect on destination Image and destination brand identification.

Keywords

Main Subjects

References

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