The impact of destination brand authenticity and destination brand self-congruence on tourist loyalty: The mediating role of destination brand engagement

Brand engagement has become a major topic in brand management, but its application to the tourism industry remains limited. This study proposes an integrated framework for destination brand engagement, with two key drivers (destination brand authenticity and destination brand self-congruence) developed from both destination-led and tourist-centered perspectives and their associated outcomes: revisit intention and recommendation intention. Additionally, the mediating effect of destination brand engagement was examined. The findings indicate that destination brand authenticity and destination brand self-congruence positively influence destination brand engagement, revisit intention, and recommendation intention and that destination brand engagement mediates this relationship. Destination brand authenticity directly influences recommendation intention but indirectly influences revisit intention. Destination brand self-congruence has a direct effect on revisit intention but an indirect effect on recommendation intention. The findings could help destination marketing organizations recognize the importance of destination brand engagement and improve brand performance in destination brand management.