Tourism destination brand credibility: investigating the role of Enduring culture involvement, identity, reputation and brand attachment

Document Type : Research Article (Applied - Development)

Authors

1 Master of Business Administration - International Business, Department of Management, Attar Institute of Higher Education, Mashhad, Iran

2 Assistant Professor, Department of Management, Attar Institute of Higher Education, Mashhad, Iran

10.22103/JUSG.2024.2116

Abstract

Introduction: Today, the creation of a reliable and credible brand in the eyes of tourists has become one of the most attractive and controversial topics in the field of social geography and tourism marketing.
Data and Method: The current research is applied in terms of purpose and descriptive-survey in terms of data collection. The statistical population of this research is the tourists of Mashhad city. The sample size was determined based on Morgan's table and using a non-random method available to 384 people. The tool of data collection in this research is the standard research questionnaire of Monilino et al. (2022). Cronbach's alpha was used to confirm the reliability of the questionnaire and confirmatory factor analysis was used for the validity of the questionnaire. and data analysis was done by structural equation method and using smart pls software.
Results: The results indicate that brand attachment mediates the effect of brand identity, brand reputation, and Enduring culture involvement on brand credibility. Also, acculturation, destination brand identity and destination brand reputation have a positive and significant effect on brand credibility and attachment to the tourism destination brand. In addition, attachment to the tourism destination brand has a positive and significant effect on the reputation of the tourism destination brand.
Conclusion: It shows the importance of the location and origin of a tourist destination, that social geography has caused differences and different traditions, which brings a special attraction for tourists and other nations.

Keywords

Main Subjects

Journal of Urban Social Geography

Articles in Press, Accepted Manuscript
Available Online from 30 April 2024

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History

  • Receive Date: 04 May 2023
  • Revise Date: 11 November 2023
  • Accept Date: 22 January 2024

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