Abstract
This study investigates the symbolic meaning of tourism destination brands. Specifically, this study examines the relationship between symbolic consumption of tourism destination brands and destination brand loyalty. A structural equation model tests data collected from international tourists (n=361) who visited a Mediterranean resort city. The results validate three dimensions of symbolic tourism destination brand—self-congruence, brand identification, and lifestyle-congruence affect destination brand loyalty. Practical and theoretical implications are discussed within the general framework of consumer behavior theory.
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