Abstract
The aim of this study is to explain the role of destination brand awareness and destination brand experience on destination brand image and destination brand identification. The statistical population of the study is domestic and foreign tourists that visited Iran’s selected cities from October 2019 to May 2020. In order to collect data, purposive sampling method was used to select tourism destinations. Then, using the convenience non-random sampling method, 415 tourists were questioned to answer a researcher-made questionnaire. Content validity and the reliability of the questionnaire (with Cronbach's alpha 939%) were confirmed. Structural equation modeling with partial least squares approach was used to analyze the relationship between research variables. The results show that destination brand experience with its three dimensions, i.e., mental experience, emotional experience, and behavioral experience, have a positive effect on destination Image and destination brand identification. Moreover, destination brand awareness has a positive effect on destination Image and destination brand identification.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callMore From: Journal of Back and Musculoskeletal Rehabilitation
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
