The Impact of Tourism Destination Brand Experience on Value Co-creation by Focusing on the Mediating Role of Destination Brand Love

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Rezaei Hajiabadi Javad; MOHAMMAD SHAFIEE MAJID; KAZEMI ALI

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Journal Paper

Paper Information

Journal: JOURNAL OF BRAND MANAGEMENT Year:2021 | Volume:7 | Issue:24 Page(s): 00-00

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Title

The Impact of Tourism Destination Brand Experience on Value Co-creation by Focusing on the Mediating Role of Destination Brand Love

Author(s)

Rezaei Hajiabadi Javad | MOHAMMAD SHAFIEE MAJID | KAZEMI ALI

Keywords

Destination Brand Experience

Destination Brand love

Value Co-creation

Tourist Participation

Tourism Industry Beneficiaries

Abstract

The aim of this study is to explain the role of tourist experience of the tourism destination brand on value co-creation in the destination by focusing on the mediating role of destination brand love. The statistical population of the study is domestic tourists from May 9 1 0 2 to February 9 1 9 1. In order to collect data, purposive sampling method was used to select tourism destinations. Then, using the convenience non-random sampling method, 5 2 4 tourists were questioned to answer a researcher-made questionnaire. Content validity and the reliability of the questionnaire (with Cronbach's alpha 2 0 9) 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 brand love. Moreover, the mediating variable of destination brand love has a positive effect on the dimensions of value co-creation, including: participation, interaction, and knowledge sharing.

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APA: Copy

Rezaei Hajiabadi, Javad, MOHAMMAD SHAFIEE, MAJID, & KAZEMI, ALI. (2021). The Impact of Tourism Destination Brand Experience on Value Co-creation by Focusing on the Mediating Role of Destination Brand Love. JOURNAL OF BRAND MANAGEMENT, 7(24 ), 00-00. SID. https://sid.ir/paper/664400/en

Vancouver: Copy

Rezaei Hajiabadi Javad, MOHAMMAD SHAFIEE MAJID, KAZEMI ALI. The Impact of Tourism Destination Brand Experience on Value Co-creation by Focusing on the Mediating Role of Destination Brand Love. JOURNAL OF BRAND MANAGEMENT[Internet]. 2021;7(24 ):00-00. Available from: https://sid.ir/paper/664400/en

IEEE: Copy

Javad Rezaei Hajiabadi, MAJID MOHAMMAD SHAFIEE, and ALI KAZEMI, “The Impact of Tourism Destination Brand Experience on Value Co-creation by Focusing on the Mediating Role of Destination Brand Love,” JOURNAL OF BRAND MANAGEMENT, vol. 7, no. 24 , pp. 00–00, 2021, [Online]. Available: https://sid.ir/paper/664400/en

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