1 The Department of Communication, Business and Information Technologies, Roskilde University2 Management and organization, Department of Social Sciences and Business, Roskilde University3 Innovation in services and experiences, Department of Social Sciences and Business, Roskilde University4 Department of Social Sciences and Business, Roskilde University5 University of Kent
Testing a scale in the tourism context
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, destination brand experience (DBE), which provides a more holistic and unified view of the destination brand. It examines the direct and mediated role of DBE components in determining revisit intentions and word-of-mouth recommendations. The findings suggest that DBE is an important determinant of all study outcomes, but that there is a strong mediating role of satisfaction and distinct variation in significant DBE components, with sensory DBE playing a leading role. The paper concludes with implications for research and practice.