BRAND EXPERIENCE IN TOURISM DESTINATIONS: A SYSTEMATIC LITERATURE REVIEW USING SPAR-4-SLR PROTOCOL AND TCCM FRAMEWORK
DOI:
https://doi.org/10.69980/7j3har72Keywords:
Destination brand experience, systematic literature review, destination branding, TCCM, SPAR-4-SLRAbstract
Purpose – As destinations increasingly seek competitive advantage in an experience-driven tourism market, destination brand experience (DBE) has emerged as a crucial topic for understanding how destinations create differentiation and shape tourists’ responses. As DBE spans multiple destination touchpoints throughout the entire tourist journey, a holistic overview is needed to capture the concept’s otherwise fragmented literature and provide a comprehensive understanding. This study, therefore, systematically reviews DBE research.
Methodology/Design/Approach – Using the Scientific Procedures and Rationales for Systematic Literature Review (SPAR-4-SLR) protocol, this study systematically reviews 87 articles published between 2014 and October 2025. Drawing on the theories-contexts-characteristics-methods (TCCM) framework, the review offers an in-depth analysis of how DBE has been g
Findings – The review sheds light on “what is known about DBE, how it is known, and where its research should be heading.” Moreover, drawing on the content analysis, an integrative framework is developed to synthesise antecedents, mediators, moderators, and outcomes that systematically contribute to the topic and offer directions for future research.
Originality of the research – This review provides a state-of-the-art overview of DBE scholarship and offers important theoretical, practical, and future research contributions.
References
1.Adjiwanou, M. (2024). UNESCO World Heritage : 26 new sites inscribed The Protection of heritage at risk and the duty to collaborate with local communities. UNESCO. https://www.unesco.org/en/articles/unesco-world-heritage-26-new-sites-inscribed
2.Ahn, J., & Back, K. J. (2018a). Antecedents and consequences of customer brand engagement in integrated resorts. International Journal of Hospitality Management, 75(November 2017), 144–152. https://doi.org/10.1016/j.ijhm.2018.05.020
3.Ahn, J., & Back, K. J. (2018b). Beyond gambling: mediating roles of brand experience and attitude. International Journal of Contemporary Hospitality Management, 30(10), 3026–3039. https://doi.org/10.1108/IJCHM-07-2017-0473
4.Ahn, J., & Back, K. J. (2019). Cruise brand experience: functional and wellness value creation in tourism business. International Journal of Contemporary Hospitality Management, 31(5), 2205–2223. https://doi.org/10.1108/IJCHM-06-2018-0527
5.Ahn, J., Back, K. J., & Boger, C. (2019). Effects of Integrated Resort Experience on Customers’ Hedonic and Eudaimonic Well-Being. Journal of Hospitality and Tourism Research, 43(8), 1225–1255. https://doi.org/10.1177/1096348019861740
6.Andreini, D., Pedeliento, G., Zarantonello, L., & Solerio, C. (2018). A renaissance of brand experience: Advancing the concept through a multi-perspective analysis. Journal of Business Research, 91(August 2017), 123–133. https://doi.org/10.1016/j.jbusres.2018.05.046
7.Anubha, A. (2024). Tourist experience and destination evangelism: the mediating role of inspiration. Current Issues in Tourism, 1–32. https://doi.org/10.1080/13683500.2024.2409861
8.Barnes, S. J., Mattsson, J., & Sørensen, F. (2014). Destination brand experience and visitor behavior: Testing a scale in the tourism context. Annals of Tourism Research, 48, 121–139. https://doi.org/10.1016/j.annals.2014.06.002
9.Beckman, E., Kumar, A., & Kim, Y. K. (2013). The Impact of Brand Experience on Downtown Success. Journal of Travel Research, 52(5), 646–658. https://doi.org/10.1177/0047287513478502
10.Ben Haobin, Y., Huiyue, Y., Peng, L., & Fong, L. H. N. (2021). The impact of hotel servicescape on customer mindfulness and brand experience: The moderating role of length of stay. Journal of Hospitality Marketing and Management, 30(5), 592–610. https://doi.org/10.1080/19368623.2021.1870186
11.Bogicevic, V., Seo, S., Kandampully, J. A., Liu, S. Q., & Rudd, N. A. (2019). Virtual reality presence as a preamble of tourism experience: The role of mental imagery. Tourism Management, 74, 55–64. https://doi.org/10.1016/j.tourman.2019.02.009
12.Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty? Journal of Marketing, 73(3), 52–68. https://doi.org/10.1509/jmkg.73.3.52
13.Buhalis, D. (2000). Marketing the competitive destination of the future. Tourism Management, 21(1), 97–116. https://doi.org/10.1016/S0261-5177(99)00095-3
14.Calderón-Fajardo, V., Anaya-Sánchez, R., & Molinillo, S. (2024). Understanding destination brand experience through data mining and machine learning. Journal of Destination Marketing and Management, 31. https://doi.org/10.1016/j.jdmm.2024.100862
15.Cavdar Aksoy, N., & Yazici, N. (2023). Online brand advocacy for destinations: The role of destination management, experience, and satisfaction. Journal of Vacation Marketing. https://doi.org/10.1177/13567667231206867
16.Çelik, F., Çam, M. S., & Koseoglu, M. A. (2023). Ad avoidance in the digital context: A systematic literature review and research agenda. International Journal of Consumer Studies, 47(6), 2071–2105. https://doi.org/10.1111/ijcs.12882
17.Chen, A. H., & Wu, R. Y. (2022). Mediating Effect of Brand Image and Satisfaction on Loyalty through Experiential Marketing: A Case Study of a Sugar Heritage Destination. Sustainability (Switzerland), 14(12). https://doi.org/10.3390/su14127122
18.Chen, H., Wang, Y., & Li, N. (2022). Research on the Relationship of Consumption Emotion, Experiential Marketing, and Revisit Intention in Cultural Tourism Cities: A Case Study. Frontiers in Psychology, 13(July), 1–13. https://doi.org/10.3389/fpsyg.2022.894376
19.Chen, X., Lee, T. J., & Hyun, S. S. (2025). Visitors’ self-expansion and perceived brand authenticity in a cultural heritage tourism destination. Journal of Vacation Marketing. https://doi.org/10.1177/13567667241309122
20.Chen, Y. C., King, B., & Lee, H. W. (2018). Experiencing the destination brand: Behavioral intentions of arts festival tourists. Journal of Destination Marketing and Management, 10(August 2017), 61–67. https://doi.org/10.1016/j.jdmm.2018.06.004
21.Chen, Z., Tan, K. J., Liao, Z., & Tung, V. W. S. (2024). Walking the hidden city: the role of citywalk in shaping destination branding experience. Tourism Recreation Research, 0(0), 1–16. https://doi.org/10.1080/02508281.2024.2401717
22.Chiang, C. T., & Chen, Y. C. (2023). The Effect of Destination Brand Identity on Tourism Experience: The Case of the Pier-2 Art Center in Taiwan. Sustainability (Switzerland), 15(4). https://doi.org/10.3390/su15043254
23.Choi, Y. G., Ok, C. M., & Hyun, S. S. (2017). Relationships between brand experiences, personality traits, prestige, relationship quality, and loyalty: An empirical analysis of coffeehouse brands. International Journal of Contemporary Hospitality Management, 29(4), 1185–1202. https://doi.org/10.1108/IJCHM-11-2014-0601
24.Dandis, A. O., Al Haj Eid, M., Griffin, D., Robin, R., & Ni, A. K. (2023). Customer lifetime value: the effect of relational benefits, brand experiences, quality, satisfaction, trust and commitment in the fast-food restaurants. TQM Journal, 35(8), 2526–2546. https://doi.org/10.1108/TQM-08-2022-0248
25.Ding, C. G., & Tseng, T. H. (2015). On the relationships among brand experience, hedonic emotions, and brand equity. European Journal of Marketing, 49(7–8), 994–1015. https://doi.org/10.1108/EJM-04-2013-0200
26.Farzin, M., Abbassalikosh, A. B., & Sadeghi, M. (2023). The effect of sensory brand experience and brand equity on WTP a price premium in Iranian fast food restaurants : Mediating role of eWOM. Journal of Foodservice Business Research, 26(3), 528–548. https://doi.org/10.1080/15378020.2021.2017212
27.Fredrickson, B. L. (2004). The broaden-and-build theory of positive emotions. Philosophical Transactions of the Royal Society B: Biological Sciences, 359(1449), 1367–1377. https://doi.org/10.1098/rstb.2004.1512
28.Fu, X., Kang, J., Hahm, J. J., & Wiitala, J. (2020). Investigating the consequences of theme park experience through the lenses of self-congruity and flow. International Journal of Contemporary Hospitality Management, 32(3), 1181–1199. https://doi.org/10.1108/IJCHM-06-2019-0522
29.García, J. A. C., Galindo, A. D. V., & Suárez, R. M. (2018). The effect of online and offline experiential marketing on brand equity in the hotel sector. Spanish Journal of Marketing - ESIC, 22(1), 22–41. https://doi.org/10.1108/SJME-03-2018-003
30.Girish, V. G., & Lee, C. K. (2019). The relationships of brand experience, sports event image and loyalty: Case of Jeju International Ultramarathon Race. International Journal of Sports Marketing and Sponsorship, 20(4), 567–582. https://doi.org/10.1108/IJSMS-08-2017-0095
31.Godovykh, M., & Tasci, A. D. A. (2020). Customer experience in tourism: A review of definitions, components, and measurements. Tourism Management Perspectives, 35, 1–10. https://doi.org/10.1016/j.tmp.2020.100694
32.Gómez-Suárez, M., & Yagüe, M. J. (2021). Making sense from experience: how a sustainable multi-sensory event spurs word-of-mouth recommendation of a destination brand. Sustainability (Switzerland), 13(11). https://doi.org/10.3390/su13115873
33.Guo, Y. L., & Hsu, F. C. (2023). Branding Creative Cities of Gastronomy: the role of brand experience and the influence of tourists’ self-congruity and self-expansion. British Food Journal, 125(8), 2803–2824. https://doi.org/10.1108/BFJ-05-2022-0434
34.Guttentag, D. A. (2010). Virtual reality: Applications and implications for tourism. Tourism Management, 31(5), 637–651. https://doi.org/10.1016/j.jbusres.2025.115214
35.Han, H., Lee, K. S., Song, H. J., Lee, S., & Chua, B. L. (2019). Role of coffeehouse brand experiences (sensory/affective/intellectual/behavioral) in forming patrons’ repurchase intention: Impact of switching costs. Journal of Hospitality and Tourism Insights, 3(1), 17–35. https://doi.org/10.1108/JHTI-03-2019-0044
36.Hofstede, G. (2003). Culture’s consequences: Comparing values, behaviors, institutions, and organizations across nations. Thousand Oaks, 41(7). https://doi.org/10.1016/S0005-7967(02)00184-5
37.Huaman-Ramirez, R., & Merunka, D. (2019). Brand experience effects on brand attachment: the role of brand trust, age, and income. European Business Review, 31(5), 610–645. https://doi.org/10.1108/EBR-02-2017-0039
38.Jam, F. A., Khan, T. I., & Paul, J. (2025). Driving brand evangelism by Unleashing the power of branding and sales management practices. Journal of Business Research, 190, 115214. https://doi.org/10.1016/j.jbusres.2025.115214
39.Jiménez-Barreto, J., Rubio, N., & Campo Martínez, S. (2019). The online destination brand experience: Development of a sensorial–cognitive–conative model. International Journal of Tourism Research, 21(2), 245–258. https://doi.org/10.1002/jtr.2258
40.Jiménez-Barreto, J., Rubio, N., & Campo, S. (2020). Destination brand authenticity: What an experiential simulacrum! A multigroup analysis of its antecedents and outcomes through official online platforms. Tourism Management, 77(September 2019). https://doi.org/10.1016/j.tourman.2019.104022
41.Jiménez-Barreto, J., Rubio, N., Campo, S., & Molinillo, S. (2020). Linking the online destination brand experience and brand credibility with tourists’ behavioral intentions toward a destination. Tourism Management, 79(February 2019). https://doi.org/10.1016/j.tourman.2020.104101
42.Jiménez-Barreto, J., Sthapit, E., Rubio, N., & Campo, S. (2019). Exploring the dimensions of online destination brand experience: Spanish and North American tourists’ perspectives. Tourism Management Perspectives, 31(June), 348–360. https://doi.org/10.1016/j.tmp.2019.07.005
43.John, S. P., & Supramaniam, S. (2024). Value co-creation research in tourism and hospitality management: A systematic literature review. Journal of Hospitality and Tourism Management, 58(December 2023), 96–114. https://doi.org/10.1016/j.jhtm.2023.11.008
44.Kang, J., Kwun, D. J., & Hahm, J. J. (2020). Turning Your Customers into Brand Evangelists: Evidence from Cruise Travelers. Journal of Quality Assurance in Hospitality and Tourism, 21(6), 617–643. https://doi.org/10.1080/1528008X.2020.1721039
45.Kang, J., Manthiou, A., Sumarjan, N., & Tang, L. (Rebecca). (2017). An Investigation of Brand Experience on Brand Attachment, Knowledge, and Trust in the Lodging Industry. Journal of Hospitality Marketing and Management, 26(1), 1–22. https://doi.org/10.1080/19368623.2016.1172534
46.Khan, I., & Fatma, M. (2017). Antecedents and outcomes of brand experience: An empirical study. Journal of Brand Management, 24(5), 439–452. https://doi.org/10.1057/s41262-017-0040-x
47.Khan, I., & Fatma, M. (2021). Online destination brand experience and authenticity: Does individualism-collectivism orientation matter? Journal of Destination Marketing and Management, 20(August 2020), 100597. https://doi.org/10.1016/j.jdmm.2021.100597
48.Khan, I., Fatma, M., Shamim, A., Joshi, Y., & Rahman, Z. (2020). Gender, loyalty card membership, age, and critical incident recovery: Do they moderate experience-loyalty relationship? International Journal of Hospitality Management, 89(May), 102408. https://doi.org/10.1016/j.ijhm.2019.102408
49.Khan, I., Hollebeek, L. D., Fatma, M., Islam, J. U., & Rahman, Z. (2020). Brand engagement and experience in online services. Journal of Services Marketing, 34(2), 163–175. https://doi.org/10.1108/JSM-03-2019-0106
50.Khan, I., & Rahman, Z. (2015). A review and future directions of brand experience research. International Strategic Management Review, 3(1–2), 1–14. https://doi.org/10.1016/j.ism.2015.09.003
51.Khatri, P., & Duggal, H. K. (2022). Well-being of higher education consumers: A review and research agenda. International Journal of Consumer Studies, 46(5), 1–30. https://doi.org/10.1111/ijcs.12783
52.Kim, E. G., Chhabra, D., & Timothy, D. J. (2022). Towards a Creative MICE Tourism Destination Branding Model: Integrating Heritage Tourism in New Orleans, USA. Sustainability (Switzerland), 14(24), 1–20. https://doi.org/10.3390/su142416411
53.Köchling, A. (2021). Experiential marketing as a tool to enhance Tourists’ pre-travel online destination experiences? A web-based experiment. Journal of Destination Marketing and Management, 22(November). https://doi.org/10.1016/j.jdmm.2021.100669
54.Kong, Y. Q., Kwon, Y. J., Girish, V. G., Lee, C. K., & Reisinger, Y. (2024). The impact of destination brand experience on arousal, memorable tourism experience, and revisit intention: Gyeongbok palace night tour. Asia Pacific Journal of Tourism Research, 29(9), 1063–1078. https://doi.org/10.1080/10941665.2024.2367490
55.Kumar, A., Dhingra, S., & Falwadiya, H. (2023). Adoption of Internet of Things: A systematic literature review and future research agenda. International Journal of Consumer Studies, 47(6), 2553–2582. https://doi.org/10.1111/ijcs.12964
56.Kumar, H. (2022). Augmented reality in online retailing: a systematic review and research agenda. International Journal of Retail and Distribution Management, 50(4), 537–559. https://doi.org/10.1108/IJRDM-06-2021-0287
57.Kumar, V., & Kaushik, A. K. (2018). Destination brand experience and visitor behavior: the mediating role of destination brand identification. Journal of Travel and Tourism Marketing, 35(5), 649–663. https://doi.org/10.1080/10548408.2017.1401032
58.Kumar, V., & Kaushik, A. K. (2020). Does experience affect engagement? Role of destination brand engagement in developing brand advocacy and revisit intentions. Journal of Travel and Tourism Marketing, 37(3), 332–346. https://doi.org/10.1080/10548408.2020.1757562
59.Kusumawati, A., Dewantara, R. Y., Azizah, D. F., & Supriono, S. (2023). Determining outcome factors of city branding post-COVID-19: roles of brand satisfaction, brand experience and perceived risk. Journal of Tourism Futures, 10(2), 350–371. https://doi.org/10.1108/JTF-03-2022-0080
60.Kwon, J., & Boger, C. A. (2021). Influence of brand experience on customer inspiration and pro-environmental intention. Current Issues in Tourism, 24(8), 1154–1168. https://doi.org/10.1080/13683500.2020.1769571
61.Lee, H., & Cho, C.-H. (2020). Digital advertising: present and future prospects. International Journal of Advertising, 39(3), 332–341.
62.Li, Z., Zhang, D., Zhang, Q., & Liu, X. (2023). Constructing online destination brand experience and bilateral behavioral intentions: a sensory conduction perspective. Current Issues in Tourism, 26(20), 3364–3380. https://doi.org/10.1080/13683500.2022.2122782
63.Liébana-cabanillas, F., Abbasi, G. A., Higueras-castillo, E., & Molinillo, S. (2025). From perception to decision : key factors influencing destination choice explored-insights from ANN and SEM comparative analysis explored-insights from ANN and SEM comparative analysis. Journal of Travel & Tourism Marketing, 42(5), 645–664. https://doi.org/10.1080/10548408.2025.2456077
64.Lim, W. M., & Rasul, T. (2022). Customer engagement and social media: Revisiting the past to inform the future. Journal of Business Research, 148(April), 325–342. https://doi.org/10.1016/j.jbusres.2022.04.068
65.Lim, W. M., Yap, S. F., & Makkar, M. (2021). Home sharing in marketing and tourism at a tipping point: What do we know, how do we know, and where should we be heading? Journal of Business Research, 122(September 2020), 534–566. https://doi.org/10.1016/j.jbusres.2020.08.051
66.Lin, S., Xu, S., Liu, Y., & Zhang, L. (2024). Destination brand experience, brand positioning, and intention to visit: A multi-destination comparison study. Journal of Vacation Marketing, 30(3), 599–614. https://doi.org/10.1177/13567667231155646
67.Lin, Z. (CJ), & Wong, I. K. A. (2020). Cocreation of the hospitality brand experience: A triadic interaction model. Journal of Vacation Marketing, 26(4), 412–426. https://doi.org/10.1177/1356766720932361
68.Liu, K. N., & Hu, C. (2022a). Investigating the Impacts of Hotel Brand Experience on Brand Loyalty: The Mediating Role of Brand Positioning. International Journal of Hospitality and Tourism Administration, 23(6), 1102–1124. https://doi.org/10.1080/15256480.2021.1905585
69.Liu, K. N., & Hu, C. (2022b). The incorporation of Mainland Chinese tourists’ experiences into the Taiwan hotel branding process. Asia Pacific Journal of Marketing and Logistics, 34(7), 1368–1391. https://doi.org/10.1108/APJML-01-2021-0059
70.Lonardi, S., Scholl-Grissemann, U., Peters, M., & Messner, N. (2024). Leveraging minority language in destination online marketing: Evidence from Alta Badia, Italy. Journal of Destination Marketing and Management, 31(November 2022), 100857. https://doi.org/10.1016/j.jdmm.2024.100857
71.Magnoni, F., Valette-Florence, P., & De Barnier, V. (2021). Modeling the effects of place heritage and place experience on residents’ behavioral intentions toward a city: A mediation analysis. Journal of Business Research, 134(June), 428–442. https://doi.org/10.1016/j.jbusres.2021.04.069
72.Manthiou, A., Kang, J., Sumarjan, N., & Tang, L. (2016). The Incorporation of Consumer Experience into the Branding Process: An Investigation of Name-Brand Hotels. International Journal of Tourism Research, 113, 105–115. https://doi.org/10.1002/jtr
73.Martins, H., Carvalho, P., & Almeida, N. (2021). Destination brand experience: a study case in touristic context of the peneda-gerês national park. Sustainability (Switzerland), 13(21). https://doi.org/10.3390/su132111569
74.Moreira, A. C., Fortes, N., & Santiago, R. (2017). Influence of sensory stimuli on brand experience, brand equity and purchase intention. Journal of Business Economics and Management, 18(1), 68–83. https://doi.org/10.3846/16111699.2016.1252793
75.MSI. (2024). Research Priorities 2024. Marketing Science Institute. https://www.msi.org/wp-content/uploads/2024/04/2024-RP.pdf
76.Ngwira, C., Tung, V. W. S., & Tse, S. W. T. (2023). Extending the Conceptualization of Destination Brand Experiences. Journal of Travel Research, 62(7), 1605–1618. https://doi.org/10.1177/00472875221127684
77.Nukhu, R., & Singh, S. (2024). Is satisfaction a moderator? The effect of sensory experience on perceived environmental sustainability and WOM: a study on the world’s first organic state – Sikkim, India. Journal of Hospitality and Tourism Insights, 7(1), 479–499. https://doi.org/10.1108/JHTI-09-2022-0461
78.Nysveen, H., Oklevik, O., & Pedersen, P. E. (2018). Brand satisfaction: Exploring the role of innovativeness, green image and experience in the hotel sector. International Journal of Contemporary Hospitality Management, 30(9), 2908–2924. https://doi.org/10.1108/IJCHM-05-2017-0280
79.Oklevik, O., Nysveen, H., & Pedersen, P. E. (2022). Exploring the relationship between co-creation (DART), brand experience strength, and brand satisfaction: a brand engagement perspective. Journal of Marketing Theory and Practice, 32(1), 1–24. https://doi.org/10.1080/10696679.2022.2120013
80.Ong, C. H., Lee, H. W., & Ramayah, T. (2018). Impact of brand experience on loyalty. Journal of Hospitality Marketing and Management, 27(7), 755–774. https://doi.org/10.1080/19368623.2018.1445055
81.Paul, J., & Criado, A. R. (2020). The art of writing literature review: What do we know and what do we need to know? International Business Review, 29(4), 101717. https://doi.org/10.1016/j.ibusrev.2020.101717
82.Paul, J., Khatri, P., & Kaur Duggal, H. (2023). Frameworks for developing impactful systematic literature reviews and theory building: What, Why and How? Journal of Decision Systems, 00(00), 1–14. https://doi.org/10.1080/12460125.2023.2197700
83.Paul, J., Lim, W. M., O’Cass, A., Hao, A. W., & Bresciani, S. (2021). Scientific procedures and rationales for systematic literature reviews (SPAR-4-SLR). International Journal of Consumer Studies, 45(4), 1–16. https://doi.org/10.1111/ijcs.12695
84.Paul, J., & Rosado-Serrano, A. (2019). Gradual Internationalization vs Born-Global/International new venture models: A review and research agenda. International Marketing Review, 36(6), 830–858. https://doi.org/10.1108/IMR-10-2018-0280
85.Pickering, C., & Byrne, J. (2014). The benefits of publishing systematic quantitative literature reviews for PhD candidates and other early-career researchers. Higher Education Research and Development, 33(3), 534–548. https://doi.org/10.1080/07294360.2013.841651
86.Pine, B. J., & Gilmore, J. H. (1998). Welcome to the experience economy. Harvard Business Review, 76(4), 97–105.
87.Pomerlyan, E., & Belitski, M. (2023). Integration - Growth relationship: A literature review and future research agenda using a TCCM approach. European Management Journal, 41(6), 1106–1118. https://doi.org/10.1016/j.emj.2023.10.003
88.Poon, W. C., & Low, K. L. T. (2005). Are travellers satisfied with Malaysian hotels? International Journal of Contemporary Hospitality Management, 17(3), 217–227. https://doi.org/10.1108/09596110510591909
89.Pu, B., Du, C., & Phau, I. (2024). Effects of food experience on travel intention to the country of origin of food cuisine: A cross national study. Journal of Hospitality and Tourism Management, 58(288), 476–494. https://doi.org/10.1016/j.jhtm.2024.01.004
90.Rahman, M. S., Abdel Fattah, F. A. M., Hussain, B., & Hossain, M. A. (2021). An integrative model of consumer-based heritage destination brand equity. Tourism Review, 76(2), 358–373. https://doi.org/10.1108/TR-12-2019-0505
91.Ramos, R., Rita, P., & Moro, S. (2024). Exploring the intersections of Tourism and Hospitality : A review and research agenda. Tourism & Management Studies, 19(4), 27–45. https://doi.org/https://doi.org/10.18089/tms.20240403
92.Rather, R. A. (2020). Customer experience and engagement in tourism destinations: the experiential marketing perspective. Journal of Travel and Tourism Marketing, 37(1), 15–32. https://doi.org/10.1080/10548408.2019.1686101
93.Rather, R. A., & Hollebeek, L. D. (2020). Experiential marketing for tourism destinations. The Routledge Handbook of Tourism Experience Management and Marketing, 271–282.
94.Rather, R. A., & Hollebeek, L. D. (2021). Customers’ service-related engagement, experience, and behavioral intent: Moderating role of age. Journal of Retailing and Consumer Services, 60, 102453. https://doi.org/10.1016/j.jretconser.2021.102453
95.Rather, R. A., Hollebeek, L. D., & Rasoolimanesh, S. M. (2022). First-Time versus Repeat Tourism Customer Engagement, Experience, and Value Cocreation: An Empirical Investigation. Journal of Travel Research, 61(3), 549–564. https://doi.org/10.1177/0047287521997572
96.Rather, R. A., Najar, A. H., & Jaziri, D. (2020). Destination branding in tourism: insights from social identification, attachment and experience theories. Anatolia, 31(2), 229–243. https://doi.org/10.1080/13032917.2020.1747223
97.Rezaei, S., Mazaheri, E., & Azadavar, R. (2017). Determinants of experienced tourists’ satisfaction and actual spending behavior: a PLS path modelling approach. International Journal of Culture, Tourism, and Hospitality Research, 11(2), 157–181. https://doi.org/10.1108/IJCTHR-09-2015-0107
98.Rini, E. S., Rombe, E., & Tarigan, M. I. (2024). Brand destination loyalty: the antecedents of destination brand experience. Cogent Business and Management, 11(1). https://doi.org/10.1080/23311975.2024.2320992
99.Ruiz-Real, J. L., Uribe-Toril, J., & Gázquez-Abad, J. C. (2020). Destination branding: Opportunities and new challenges. Journal of Destination Marketing and Management, 17(July 2019). https://doi.org/10.1016/j.jdmm.2020.100453
100.Satar, M. S., Rather, R. A., Parrey, S. H., Khan, H., & Rasul, T. (2023). Eliciting consumer-engagement and experience to foster consumer-based-brand-equity: moderation of perceived-health-beliefs. Service Industries Journal, 0(0), 1–26. https://doi.org/10.1080/02642069.2023.2191953
101.Schmitt, B. (1999). Experiential Marketing. Journal of Marketing Management, 15(1-3), 53–67.
102.Schwartz, S. H. (1992). Universals in the content and structure of values: Theoretical advances and empirical tests in 20 countries. Advances in Experimental Social Psychology/Academic Press.
103.Shah, A. M., Qayyum, A., Shah, M., Jamil, R. A., & Lee, K. Y. (2025). Navigating negative events: the role of online destination brand experience in tourists’ travel decisions. Asia Pacific Journal of Marketing and Logistics, 37(3), 710–729. https://doi.org/10.1108/APJML-03-2024-0348
104.Shang, W., Yuan, Q., & Chen, N. (2020). Examining structural relationships among brand experience, existential authenticity, and place attachment in slow tourism destinations. Sustainability (Switzerland), 12(7), 1–23. https://doi.org/10.3390/su12072784
105.Shizhen, L., Hussain, K., Ari Ragavan, N., & Nisar, Q. A. (2025). The role of destination brand experience, emotions and brand credibility in influencing destination brand equity. Journal of Hospitality and Tourism Insights, 8(5), 1743–1763. https://doi.org/10.1108/JHTI-09-2024-1000
106.Shoukat, M. H., & Ramkissoon, H. (2022). Customer delight, engagement, experience, value co-creation, place identity, and revisit intention: a new conceptual framework. Journal of Hospitality Marketing and Management, 31(6), 757–775. https://doi.org/10.1080/19368623.2022.2062692
107.So, K. K. F., Li, J., He, Y., & King, C. (2024). The Role of Customer Engagement in Sustaining Subjective Well-being After a Travel Experience: Findings From a Three-Wave Study. Journal of Travel Research, 63(5), 1280–1303. https://doi.org/10.1177/00472875231182109
108.Srivastava, S., Dwivedi, A., Kumar, S., Dey, B. L., & Koufopoulos, D. N. (2024). Journal of Retailing and Consumer Services Mindfully fashioned : Sustaining style through product value retention. Journal of Retailing and Consumer Services, 81(July), 103992. https://doi.org/10.1016/j.jretconser.2024.103992
109.Srivastava, S., Madan, P., Dey, B., Qadir, A., & Mathew, J. (2022). Impact of destination brand experience on destination advocacy: trust and loyalty as moderators. Consumer Behavior in Tourism and Hospitality, 17(4), 576–590. https://doi.org/10.1108/CBTH-01-2022-0002
110.Su, L., Pan, L., Wen, J., & Phau, I. (2023). Effects of tourism experiences on tourists’ subjective well-being through recollection and storytelling. Journal of Vacation Marketing, 29(4), 479–497. https://doi.org/10.1177/13567667221101414
111.Swain, S., Jebarajakirthy, C., & Sharma, B. K. (2024). Place Branding : A Systematic Literature Review and Future Research Agenda. Journal of Travel Research, 63(3), 535–564. https://doi.org/10.1177/00472875231168620
112.Tang, J., Wang, J., Zhang, M., & Huang, W. (2023). How destination brand experience influences tourist citizenship behavior: Testing mediation of brand relationship quality and moderation effects on commitment. Frontiers in Psychology, 14(March). https://doi.org/10.3389/fpsyg.2023.1080457
113.Tiwari, A. V., Bajpai, N., & Pandey, P. K. (2023). The role of human emotions in memorable tourism experience and revisit intention. Tourism and Management Studies, 19(1), 15–27. https://doi.org/10.18089/tms.2023.190102
114.Torres-Moraga, E., & Barra, C. (2023). Does destination brand experience help build trust? Disentangling the effects on trust and trustworthiness. Journal of Destination Marketing and Management, 27(February), 1–11. https://doi.org/10.1016/j.jdmm.2023.100767
115.Torres-Moraga, E. I., Alonso-dos-santos, M., Quezada, D., & Carvajal-trujillo, E. (2021). The role of experience and trustworthiness on perception sustainable touristic destinations. Journal of Hospitality and Tourism Management, 49(October), 471–480. https://doi.org/10.1016/j.jhtm.2021.11.002
116.Touni, R., Kim, W. G., Choi, H. M., & Ali, M. A. (2020). Antecedents and an Outcome of Customer Engagement With Hotel Brand Community on Facebook. Journal of Hospitality and Tourism Research, 44(2), 278–299. https://doi.org/10.1177/1096348019895555
117.Trompenaars, F. (1993). Riding the waves of culture. Nicholas Brealey.
118.Vada, S., Filep, S., Moyle, B., Gardiner, S., & Tuguinay, J. (2023). Welcome back: Repeat visitation and tourist wellbeing. Tourism Management, 98(July 2022), 104747. https://doi.org/10.1016/j.tourman.2023.104747
119.Vlahovic-Mlakar, T. S., & Ozretic-Dosen, D. (2022). Brand Experience Research in Hospitality and Tourism – Review and Future Directions. Tourism, 70(4), 674–693. https://doi.org/10.37741/t.70.4.9
120.Wiedmann, K. P., Labenz, F., Haase, J., & Hennigs, N. (2018). The power of experiential marketing: Exploring the causal relationships among multisensory marketing, brand experience, customer perceived value and brand strength. Journal of Brand Management, 25(2), 101–118. https://doi.org/10.1057/s41262-017-0061-5
121.Wohlin, C. (2014). Guidelines for snowballing in systematic literature studies and a replication in software engineering. Proceedings of the 18th International Conference on Evaluation and Assessment in Software Engineering, 1–10.
122.Xu, W., Jung, H., & Han, J. (2022). The Influences of Experiential Marketing Factors on Brand Trust, Brand Attachment, and Behavioral Intention: Focused on Integrated Resort Tourists. Sustainability (Switzerland), 14(20). https://doi.org/10.3390/su142013000
123.Xu, Y., & Phillips, M. (2023). The commercial impact of live streaming : A systematic literature review and future research agenda. 2022(May), 2495–2527. https://doi.org/10.1111/ijcs.12960
124.Yadav, R., Paul, J., & Mittal, A. (2023). Impact of nation brand experience on nation brand loyalty, and positive WOM in a changing environment: the role of nation brand love. International Marketing Review, 40(1), 28–48. https://doi.org/10.1108/IMR-05-2021-0173
125.Yu, J., Moon, H., Chua, B. L., & Han, H. (2024). A new tourism paradigm in the marketplace: Armchair travel and destination experiences. Journal of Vacation Marketing, 30(1), 58–71. https://doi.org/10.1177/13567667221118639
126.Zha, D., Melewar, T. C., Foroudi, P., & Jin, Z. (2020). An Assessment of Brand Experience Knowledge Literature: Using Bibliometric Data to Identify Future Research Direction. International Journal of Management Reviews, 22(3), 287–317. https://doi.org/10.1111/ijmr.12226
127.Zhang, S. N., Li, Y. Q., Liu, C. H., & Ruan, W. Q. (2021a). A study on China’s time-honored catering brands: Achieving new inheritance of traditional brands. Journal of Retailing and Consumer Services, 58(August 2020), 102290. https://doi.org/10.1016/j.jretconser.2020.102290
128.Zhang, S. N., Li, Y. Q., Liu, C. H., & Ruan, W. Q. (2021b). Reconstruction of the relationship between traditional and emerging restaurant brand and customer WOM. International Journal of Hospitality Management, 94(January), 102879. https://doi.org/10.1016/j.ijhm.2021.102879
129.Zhu, F., Tsz Tse, S. W., & Sun Tung, V. W. (2024). Heterogeneity of tourists’ destination brand experiences: A segmentation analysis. Journal of Vacation Marketing. https://doi.org/10.1177/13567667241297321.
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Neeraj Kumar PHOOKAN, Pratim BARUA
This work is licensed under a Creative Commons Attribution 4.0 International License.
