Abstract
ABSTRACT The study aims to develop a comprehensive model that examines the effect of place brand credibility (PBC) and destination fascination (DF) on place attachment (PA) and place brand loyalty (PBL). A structured questionnaire was used to collect the data from tourists. The purposive sampling procedure was used to collect the responses from 340 tourists who have visited popular tourist places in India. The results indicate that PBC and DF have positive and statistically significant effects on PA and PBL. Additionally, the study confirms the significant impact of PA on PBL. The study not only contributes to the academic understanding of these intricate relationships but also provides practical insights for destination marketers, policymakers and industry practitioners.
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