The role of brand destination experience in determining revisit intention

    Publikation: KonferencebidragPaperForskningpeer review

    Abstract

    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.
    OriginalsprogEngelsk
    Publikationsdato2011
    Antal sider7
    StatusUdgivet - 2011
    BegivenhedANZMAC annual research conference - Perth, Australien
    Varighed: 30 nov. 20111 dec. 2011

    Konference

    KonferenceANZMAC annual research conference
    LandAustralien
    ByPerth
    Periode30/11/201101/12/2011

    Citer dette

    Mattsson, J., Barnes, S., & Sørensen, F. (2011). The role of brand destination experience in determining revisit intention. Afhandling præsenteret på ANZMAC annual research conference, Perth, Australien.