{"title":"EVALUATING THE INFLUENCE OF DESTINATION BRAND EXPERIENCE ON TOURIST BEHAVIORAL INTENTION","authors":"Ramjit Singh, Nasiba Mehraj","doi":"10.33776/ET.V9I2.3620","DOIUrl":null,"url":null,"abstract":"The main objective of this research was to study the impact of destination \nbrand experience on tourist behavioral intention. Sample area of the \nstudy included four essential tourism destinations of the Kashmir valley, \nIndia viz: Gulmarg, Pahalgam, Sonamarg and the famous Boulevard \nRoad. The convenient sampling method was applied for sampling \npurposes and total responses obtained were 385 out of 450. SPSS 25.0 \nhas been used to analyze data and study the overall impact of the \ndestination brand experience on tourist's satisfaction and revisit intention. Several strategies are suggested that are based on the findings, like how \nto improve the different experiences. The results of the study \ndemonstrate that tourists perceive a branded destination differently. The \ndifferent kinds of experiences lead tourists dependent on destination. The \ndifferent factors under brand experience that have been studied show \nhow each factor contributes to tourists satisfaction and leads to their \nintentions in the future.","PeriodicalId":37221,"journal":{"name":"Enlightening Tourism","volume":null,"pages":null},"PeriodicalIF":0.0000,"publicationDate":"2019-12-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"2","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Enlightening Tourism","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.33776/ET.V9I2.3620","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q3","JCRName":"Business, Management and Accounting","Score":null,"Total":0}
引用次数: 2
Abstract
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.
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