Antecedents and Consequences of Destination Brand Experience (DBE): A Conceptual Framework
Published: 2020
Author(s) Name: Kirti Singh Dahiya, Dharminder Kumar Batra, Vinod Kumar |
Author(s) Affiliation: Assistant Professor, Institute of Innovation in Technology & Management (IITM), New Delhi, India
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Abstract
The main purpose of the present research is to present a conceptual model on destination brand experience (DBE). Wherein, the antecedents and consequences of DBE are identified with the help of past literature. Five antecedents (i.e., marketing strategies, service quality, tourist psychological factors, tourist personal interest, and resident behavior) and five consequences (i.e., tourist satisfaction, brand loyalty, brand credibility, and brand equity) of DBE have been identified in the present study. This study will help destination marketers and practitioners to formulate strategies to deliver quality DBE to the tourists in order to reap positive outcomes.
Keywords: Customer Satisfaction, Tourist Satisfaction, Service Quality, Domestic Tourism, Resort Tourism
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