THE EFFECT OF ONLINE DESTINATION BRAND EXPERIENCE ON BEHAVIOURAL INTENTIONS: THE MEDIATING ROLE OF DESTINATION BRAND AUTHENTICITY
Abstract
This study examines the effects of online destination brand experience on destination brand authenticity, affective commitment, and behavioural intention within the context of cultural tourism destinations. As digital interactions increasingly shape tourists’ destination perceptions before and during their travel experiences, understanding the role of online brand experiences has become essential for destination marketing research. Accordingly, this study contributes to the destination branding literature by investigating the mediating role of destination brand authenticity in the relationship between online destination brand experience and affective commitment. The study population consists of visitors who experienced the cultural tourism destinations of Zeugma and Gaziantep in Türkiye. Quantitative data were collected using a structured questionnaire administered to destination visitors, and the proposed conceptual model was analysed through Partial Least Squares Structural Equation Modelling (PLS-SEM) using SmartPLS. The empirical findings demonstrate that online destination brand experience has significant positive effects on destination brand authenticity, affective commitment, and behavioural intention. Furthermore, destination brand authenticity significantly mediates the relationship between online destination brand experience and affective commitment, indicating that authentic brand perceptions strengthen tourists’ emotional attachment to the destination. These findings provide both theoretical and practical implications by emphasising the strategic importance of creating engaging and authentic online destination experiences to enhance tourists’ emotional bonds and encourage favourable behavioural intentions. The study also offers valuable insights for destination marketing organisations seeking to strengthen destination competitiveness through effective digital branding strategies.