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....