IDEAS home Printed from https://ideas.repec.org/a/ids/ijimad/v21y2024i3-4p253-269.html
   My bibliography  Save this article

Online brand experience for a tourist destination and its influence in behavioural intentions in post-visit stage

Author

Listed:
  • Lina Marcela Padilla-Delgado
  • Alexander Zuñiga-Collazos

Abstract

Nowadays, in order to attract more tourist attention, destinations have decided to focus on marketing, in particular, the experience a tourist may involve before, during and after engaging with the destination. The present study aims to work on the gap of quantitatively test and analyse the six dimensions of online brand experience and its relationship with behavioural intentions. The research methodology proposes a model using a sample of 112 national tourists who have visited the City of Cali. The data analysis is performed through a partial least squares (PLS) model using the SMARTPLS software. The study identifies positive and direct relationships between brand experience and the behavioural intentions of the national tourist in post-visit context. It highlights the role of the different media platforms within the path of living the brand experience in an online context.

Suggested Citation

  • Lina Marcela Padilla-Delgado & Alexander Zuñiga-Collazos, 2024. "Online brand experience for a tourist destination and its influence in behavioural intentions in post-visit stage," International Journal of Internet Marketing and Advertising, Inderscience Enterprises Ltd, vol. 21(3/4), pages 253-269.
    • Handle: RePEc:ids:ijimad:v:21:y:2024:i:3/4:p:253-269
    as

    Download full text from publisher

    File URL: http://www.inderscience.com/link.php?id=142785
    Download Restriction: Access to full text is restricted to subscribers.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ids:ijimad:v:21:y:2024:i:3/4:p:253-269. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sarah Parker (email available below). General contact details of provider: http://www.inderscience.com/browse/index.php?journalID=84 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.