The effect of destination brand experience on social networks on domestic tourism intentions revisit Binh Dinh

Abstract

Social media platforms such as Facebook and YouTube are becoming popular, and understanding the destination brand experience of visitors on these platforms opens up numerous business opportunities for the tourism industry. The aim of this study was to explore the influence of destination brand experience on social media on domestic tourists' propensity to revisit Binh Dinh. A structured questionnaire was administered to 305 domestic visitors to Binh Dinh as part of this study. The PLS-SEM model was used to evaluate the associations between the variables in the study model. The study demonstrates that the Binh Dinh destination brand experience (sensory, affective, intellectual, and behavioral) influences travelers' intention to revisit both directly and indirectly, with the destination brand authenticity serving as a mediator. This study is a pioneer in developing a research model on specific components of brand experience on social media and brand authenticity to influence tourist behavior toward appealing Central Coast destinations. This study has also suggested some useful managerial implications for tourism managers regarding enhancing the destination brand experience on social networks and enhancing Binh Dinh's ability to attract visitors.