Evaluating the influence of destination brand experience on tourist behavioral intention

The main objective of this research was to study the impact of destination brand experience on tourist behavioral intention. Sample area of the study included four essential tourism destinations of the Kashmir valley, India viz: Gulmarg, Pahalgam, Sonamarg and the famous Boulevard Road. The convenie...

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Detalles Bibliográficos
Autores: Singh, Ramjit, Mehraj, Nasiba
Tipo de recurso: artículo
Fecha de publicación:2019
País:España
Institución:Universidad de Huelva (UHU)
Repositorio:Arias Montano. Repositorio Institucional de la Universidad de Huelva
Idioma:inglés
OAI Identifier:oai:ariasmontano.uhu.es:10272/17253
Acceso en línea:http://hdl.handle.net/10272/17253
Access Level:acceso abierto
Palabra clave:Tourism destination
Destination Brand Experience
Behavioral Intention
Tourist Satisfaction
Destination Branding
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spelling Evaluating the influence of destination brand experience on tourist behavioral intentionSingh, RamjitMehraj, NasibaTourism destinationDestination Brand ExperienceBehavioral IntentionTourist SatisfactionDestination BrandingThe main objective of this research was to study the impact of destination brand experience on tourist behavioral intention. Sample area of the study included four essential tourism destinations of the Kashmir valley, India viz: Gulmarg, Pahalgam, Sonamarg and the famous Boulevard Road. The convenient sampling method was applied for sampling purposes and total responses obtained were 385 out of 450. SPSS 25.0 has been used to analyze data and study the overall impact of the destination brand experience on tourist's satisfaction and revisit intention. Several strategies are suggested that are based on the findings, like how to improve the different experiences. The results of the study demonstrate that tourists perceive a branded destination differently. The different kinds of experiences lead tourists dependent on destination. The different factors under brand experience that have been studied show how each factor contributes to tourists satisfaction and leads to their intentions in the futureEl objetivo principal de esta investigación era estudiar el impacto de la experiencia de la marca de destino en la intención del comportamiento del turista. La zona de muestra del estudio incluye cuatro destinos turísticos esenciales del valle Kashmir, India viz: Gulmarg, Pahalgam, Sonamarg, y la famosa Boulevard Road. Se aplicó este método conveniente de muestreo para esos fines, y el total de respuestas obtenidas fue 385 de 450. Se ha utilizado el SPSS 25.0 (un software de estadísticas) para analizar información, y estudiar el impacto total de la experiencia de la marca de destino en la satisfacción y la intención de volver del turista. Se sugieren varias estrategias basadas en los hallazgos, como cómo mejorar las diferentes experiencias. Los resultados del estudio demuestran que los turistas perciben una marca de destino de forma diferente. Los diferentes factores bajo la experiencia de marca que se ha estudiado, muestra cómo cada uno de ellos contribuye en la satisfacción del turista, y conduce a sus intenciones en el futuro.Universidad de Huelva20192019-01-0120192019-01-01journal articlehttp://purl.org/coar/resource_type/c_6501info:eu-repo/semantics/articleapplication/pdfhttp://hdl.handle.net/10272/17253reponame:Arias Montano. Repositorio Institucional de la Universidad de Huelvainstname:Universidad de Huelva (UHU)Inglésengopen accesshttp://purl.org/coar/access_right/c_abf2Atribución-NoComercial-SinDerivadas 3.0 Españahttp://creativecommons.org/licenses/by-nc-nd/3.0/es/info:eu-repo/semantics/openAccessoai:ariasmontano.uhu.es:10272/172532026-06-02T14:58:11Z
dc.title.none.fl_str_mv Evaluating the influence of destination brand experience on tourist behavioral intention
title Evaluating the influence of destination brand experience on tourist behavioral intention
spellingShingle Evaluating the influence of destination brand experience on tourist behavioral intention
Singh, Ramjit
Tourism destination
Destination Brand Experience
Behavioral Intention
Tourist Satisfaction
Destination Branding
title_short Evaluating the influence of destination brand experience on tourist behavioral intention
title_full Evaluating the influence of destination brand experience on tourist behavioral intention
title_fullStr Evaluating the influence of destination brand experience on tourist behavioral intention
title_full_unstemmed Evaluating the influence of destination brand experience on tourist behavioral intention
title_sort Evaluating the influence of destination brand experience on tourist behavioral intention
dc.creator.none.fl_str_mv Singh, Ramjit
Mehraj, Nasiba
author Singh, Ramjit
author_facet Singh, Ramjit
Mehraj, Nasiba
author_role author
author2 Mehraj, Nasiba
author2_role author
dc.contributor.none.fl_str_mv
dc.subject.none.fl_str_mv Tourism destination
Destination Brand Experience
Behavioral Intention
Tourist Satisfaction
Destination Branding
topic Tourism destination
Destination Brand Experience
Behavioral Intention
Tourist Satisfaction
Destination Branding
description The main objective of this research was to study the impact of destination brand experience on tourist behavioral intention. Sample area of the study included four essential tourism destinations of the Kashmir valley, India viz: Gulmarg, Pahalgam, Sonamarg and the famous Boulevard Road. The convenient sampling method was applied for sampling purposes and total responses obtained were 385 out of 450. SPSS 25.0 has been used to analyze data and study the overall impact of the destination brand experience on tourist's satisfaction and revisit intention. Several strategies are suggested that are based on the findings, like how to improve the different experiences. The results of the study demonstrate that tourists perceive a branded destination differently. The different kinds of experiences lead tourists dependent on destination. The different factors under brand experience that have been studied show how each factor contributes to tourists satisfaction and leads to their intentions in the future
publishDate 2019
dc.date.none.fl_str_mv 2019
2019-01-01
2019
2019-01-01
dc.type.none.fl_str_mv journal article
http://purl.org/coar/resource_type/c_6501
dc.type.openaire.fl_str_mv info:eu-repo/semantics/article
format article
dc.identifier.none.fl_str_mv http://hdl.handle.net/10272/17253
url http://hdl.handle.net/10272/17253
dc.language.none.fl_str_mv Inglés
eng
language_invalid_str_mv Inglés
language eng
dc.rights.none.fl_str_mv open access
http://purl.org/coar/access_right/c_abf2
Atribución-NoComercial-SinDerivadas 3.0 España
http://creativecommons.org/licenses/by-nc-nd/3.0/es/
dc.rights.openaire.fl_str_mv info:eu-repo/semantics/openAccess
rights_invalid_str_mv open access
http://purl.org/coar/access_right/c_abf2
Atribución-NoComercial-SinDerivadas 3.0 España
http://creativecommons.org/licenses/by-nc-nd/3.0/es/
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Universidad de Huelva
publisher.none.fl_str_mv Universidad de Huelva
dc.source.none.fl_str_mv reponame:Arias Montano. Repositorio Institucional de la Universidad de Huelva
instname:Universidad de Huelva (UHU)
instname_str Universidad de Huelva (UHU)
reponame_str Arias Montano. Repositorio Institucional de la Universidad de Huelva
collection Arias Montano. Repositorio Institucional de la Universidad de Huelva
repository.name.fl_str_mv
repository.mail.fl_str_mv
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