ABSTRACT

Destination brand engagement (DBE) has emerged as a valuable construct for developing and maintaining enduring relationships with consumers. This study investigates the relationships among DBE, destination brand experience, and visitor outcomes by supplementing the existing research in two ways: first, it explores how destination brand experience (sensory, affective, intellectual, and behavioral) affects DBE in a specific tourist destination. Second, the role of DBE in developing destination brand advocacy and destination revisit intentions has also been examined. Some important implications are suggested for both service providers and practitioners of the tourism industry.

摘要

目的地品牌参与度（DBE）已成为发展和维持与消费者之间持久关系的宝贵构造。本研究通过以下两种方式补充现有研究，调查了DBE，目的地品牌体验和访客结果之间的关系：首先，它探讨了目的地品牌体验（感官，情感，智力和行为）如何影响特定旅游目的地的DBE。其次，还研究了DBE在发展目的地品牌宣传和目的地重访意图中的作用。对于服务提供商和旅游业从业者都提出了一些重要的建议。