Literature that examined the relationship between online destination brand experience (ODBE) and destination brand authenticity (DBA) is limited. Considering the increased importance of brand authenticity and its benefits for the practitioners, the present study develops a model of the relationship between ODBE, DBA, affective commitment, and word-of-mouth. The study also tested the moderation effect of culture (individualism/collectivism) in the relationship that ODBE shares with DBA. Results derived from a sample of 438 respondents show that DBA fully meditates the relationship that ODBE shares with affective commitment and positive word-of-mouth. Subsequently, the analysis revealed a significant moderating role of culture (individualism/collectivism) in the relationship between ODBE and DBA. The study concludes with theoretical and managerial implications following future research directions.

检验在线目的地品牌体验（ODBE）与目的地品牌真实性（DBA）之间关系的文献有限。考虑到品牌真实性的重要性及其对从业人员的好处，本研究建立了ODBE，DBA，情感承诺和口碑之间的关系模型。该研究还在ODBE与DBA分享的关系中检验了文化（个人主义/集体主义）的调节作用。从438名受访者的样本中得出的结果表明，DBA充分考虑了ODBE在情感承诺和积极口碑中所分享的关系。随后，分析揭示了文化（个人主义/集体主义）在ODBE和DBA之间的关系中起着重要的调节作用。