1 The Department of Communication, Business and Information Technologies, Roskilde University2 Innovation in Business and Enterprises, The Department of Communication, Business and Information Technologies, Roskilde University3 Management and organization, Department of Social Sciences and Business, Roskilde University4 University of East Anglia5 Innovation in services and experiences, Department of Social Sciences and Business, Roskilde University
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, brand destination experience, which provides a more holistic and unified view of the brand destination. The research uses a logistic regression model to determine the role of satisfaction and brand experience in determining revisit intentions. The study also examines differences among subgroups and four brand experience sub-constructs. The findings suggest that brand experience is an important determinant of revisit intentions, but that there is variation among respondent groups. The paper rounds off with conclusions and implications for research and practice.