Revisiting tourist behavior via destination brand worldness
Taking tourists’ perspective rather than destination offerings as its core concept, this study introduces “perceived destination brand worldness” as a variable. Perceived destination brand worldness is defined as the positive perception that a tourist has of a country that is visited by tourists fro...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Growing Science
2016-11-01
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| Series: | Management Science Letters |
| Subjects: | |
| Online Access: | http://www.growingscience.com/msl/Vol6/msl_2016_57.pdf |
| _version_ | 1811313437543759872 |
|---|---|
| author | Murat Kayak Michele Simoni |
| author_facet | Murat Kayak Michele Simoni |
| author_sort | Murat Kayak |
| collection | DOAJ |
| description | Taking tourists’ perspective rather than destination offerings as its core concept, this study introduces “perceived destination brand worldness” as a variable. Perceived destination brand worldness is defined as the positive perception that a tourist has of a country that is visited by tourists from all over the world. Then, the relationship between perceived destination brand worldness and intention to revisit is analyzed using partial least squares regression. This empirical study selects Taiwanese tourists as its sample, and the results show that perceived destination brand worldness is a direct predictor of intention to revisit. In light of these empirical findings and observations, practical and theoretical implications are discussed. |
| first_indexed | 2024-04-13T10:53:47Z |
| format | Article |
| id | doaj.art-d18f19d0d561487eb4d056e57a5521e4 |
| institution | Directory Open Access Journal |
| issn | 1923-9335 1923-9343 |
| language | English |
| last_indexed | 2024-04-13T10:53:47Z |
| publishDate | 2016-11-01 |
| publisher | Growing Science |
| record_format | Article |
| series | Management Science Letters |
| spelling | doaj.art-d18f19d0d561487eb4d056e57a5521e42022-12-22T02:49:34ZengGrowing ScienceManagement Science Letters1923-93351923-93432016-11-01611671680Revisiting tourist behavior via destination brand worldnessMurat KayakMichele SimoniTaking tourists’ perspective rather than destination offerings as its core concept, this study introduces “perceived destination brand worldness” as a variable. Perceived destination brand worldness is defined as the positive perception that a tourist has of a country that is visited by tourists from all over the world. Then, the relationship between perceived destination brand worldness and intention to revisit is analyzed using partial least squares regression. This empirical study selects Taiwanese tourists as its sample, and the results show that perceived destination brand worldness is a direct predictor of intention to revisit. In light of these empirical findings and observations, practical and theoretical implications are discussed.http://www.growingscience.com/msl/Vol6/msl_2016_57.pdfTaiwanTourism destination brand worldnessIntention to revisit |
| spellingShingle | Murat Kayak Michele Simoni Revisiting tourist behavior via destination brand worldness Management Science Letters Taiwan Tourism destination brand worldness Intention to revisit |
| title | Revisiting tourist behavior via destination brand worldness |
| title_full | Revisiting tourist behavior via destination brand worldness |
| title_fullStr | Revisiting tourist behavior via destination brand worldness |
| title_full_unstemmed | Revisiting tourist behavior via destination brand worldness |
| title_short | Revisiting tourist behavior via destination brand worldness |
| title_sort | revisiting tourist behavior via destination brand worldness |
| topic | Taiwan Tourism destination brand worldness Intention to revisit |
| url | http://www.growingscience.com/msl/Vol6/msl_2016_57.pdf |
| work_keys_str_mv | AT muratkayak revisitingtouristbehaviorviadestinationbrandworldness AT michelesimoni revisitingtouristbehaviorviadestinationbrandworldness |