The Effect of Destination Brand Identity on Tourism Experience: The Case of the Pier-2 Art Center in Taiwan

Abstract

This paper examines the tourism destination brand identity and brand experiences which can influence visitors’ intention to recommend. The study of the importance of destination brand identity and brand experiences in the context of Taiwan has shaped some important insights with the potential to enhance the attractiveness of cultural and creative sectors. In this study, this paper explores perceptions of destination brand identity (tourism brand perception and tourism brand self-concept) and brand experiences. The analysis draws upon data collected at the Pier-2 Art Center in Taiwan in 2019, using a self-administrated questionnaire survey. Both confirmatory factor analysis (CFA) and structural equation modeling (SEM) were applied. It has been found that the role of various constructs of a brand perception and a brand self-concept of the tourism brand identity during a visit to cultural and creative parks is on top of the list of concerns associated with visitors’ brand experience. An examination of the research comments concluded that the cultural and creative tourism sector about consumer demands and update the development of appropriate marketing strategies, thereby providing visitors to experience the brand characteristics within the creative arts sector.