RT Journal Article
T1 Linking the online brand experience and brand credibility with tourists' behavioral intentions toward a destination.
A1 Jiménez-Barreto, Jano
A1 Rubio, Natalia
A1 Campo, Sara
A1 Molinillo-Jiménez, Sebastián
K1 Turismo - Aspectos sociales
K1 Consumidores - Conducta
K1 Medios de comunicación social
AB Even though concepts such as brand experience and online brand credibility are critical in destination marketing strategies, there have been no previous studies that have analyzed their relationships and influence on tourists’ behavioral intentions. This paper develops a multimethod approach using a projective technique, an online experiment, and a multigroup analysis with five official destination platforms (the website, Facebook, Instagram, Twitter, and YouTube). The results confirm positive direct and indirect relationships among online destination brand experience (BE), perceived online destination brand credibility (PODBC), and users’ behavioral intentions toward the destination (intentions to visit/recommend). The multigroup analysis that was conducted revealedthat users who had not visited the destination shaped their behavioral intentions by assigning a greater importance to the online destination BE than did those who had physically visited the destination. Conversely, users who had visited the destination showed a higher intensity in the path between PODBC and behavioral intentions.
PB Elsevier
YR 2020
FD 2020-03-03
LK https://hdl.handle.net/10630/28501
UL https://hdl.handle.net/10630/28501
LA eng
NO Jiménez Barreto, J., Rubio, N., Campo, S., & Molinillo, S. (2020). Linking the online brand experience and brand credibility with tourists' behavioral intentions toward a destination. Tourism Management, 79, 104101.
NO Política de acceso abierto tomada de: https://v2.sherpa.ac.uk/id/publication/17162 (submitted version)
NO This work was supported by the Spanish Ministry of Economy, Industry, and Competitiveness, Grant Number: ECO2015-69103-R, and by Universidad de Málaga, Andalucía (Plan Propio de Investigación y Transferencia) (Spain).
DS RIUMA. Repositorio Institucional de la Universidad de Málaga
RD 21 ene 2026