Online brand advocacy for destinations: The role of destination management, experience, and satisfaction

Abstract

People nowadays travel to a destination and then become a source of information about that destination. This study concentrated on the information-sharing behavior of individuals regarding destinations within the context of online brand advocacy. This study aims to investigate online brand advocacy behavior and provide an explanation for it using individual assessments of destination management, brand experience, and satisfaction. Using Amazon's Mechanical Turk, 657 participants were contacted online. Using partial least squares-structural equation modeling, the data were analyzed. The effects of destination management, destination brand experience, and destination satisfaction on online brand advocacy were empirically validated by the findings. The findings have significant implications for destination managers seeking to develop strong destination identities, as well as for tourism research, as they provide a novel method for examining destination branding.