Abstract
Although several studies address pandemic-based customer brand engagement, the role of tourists' pandemic-related destination brand reputation (DBR) on destination brand engagement (DBE) remains tenuous, as explored in this study. To fill this gap, this chapter aims to measure the tourist's affective, cognitive and behavioral engagement through DBR in the post-COVID-19 pandemic era within the tourism industry. Data were collected from Indian domestic tourists and analyzed through structural equation modeling (SEM). Findings of SEM indicated the significant/positive effect of DBR on destination-based affective brand engagement, cognitive brand engagement, and behavioral brand engagement post-pandemic. Overall, this chapter contributes to the existing tourism destination literature on DBR and DBE. The chapter's theoretical and practical implications for destination/site marketers are also outlined.
| Original language | English |
|---|---|
| Title of host publication | Handbook of Customer Engagement in Tourism Marketing |
| Publisher | Edward Elgar Publishing Ltd. |
| Pages | 129-141 |
| Number of pages | 13 |
| ISBN (Electronic) | 9781802203943 |
| ISBN (Print) | 9781802203936 |
| DOIs | |
| State | Published - 17 Oct 2023 |
Bibliographical note
Publisher Copyright:© Edward Elgar Publishing 2023.
Keywords
- Affective brand engagement
- Behavioral brand engagement
- Cognitive brand engagement
- Customer brand engagement
- Destination brand reputation
- Post-pandemic tourism
ASJC Scopus subject areas
- General Business, Management and Accounting
- General Social Sciences