Leveraging NFTs for destination brand love: the roles of gratifications, cultural contact and destination image

Purpose Many tourism organizations are exploring non-fungible tokens (NFTs) for destination branding amid the metaverse and transformative technologies. However, limited literature explores the specific influence mechanisms of NFTs on tourism marketing, particularly about the development of destination brand love from a consumer perspective. Design/methodology/approach This research introduces a conceptual model integrating four gratifications (informativeness, entertainment, interpersonal utility and incentives), attitude towards NFTs, cultural contact, destination image and destination brand love. The model was tested using partial least squares structural equation modelling (PLS-SEM) with data collected from 383 Chinese NFT users, taking Dunhuang, China, as the research context. Findings The study finds that the four gratifications positively influence consumers’ attitude towards NFTs. Moreover, a positive attitude towards NFTs enhances both the destination image and cultural contact, which, in turn, fosters the development of destination brand love. Originality/value This research contributes to the literature on NFT marketing and destination branding by offering empirical evidence of how NFTs can be leveraged to strengthen emotional ties between consumers and destinations. The findings provide practical insights for tourism marketers seeking to use NFTs to build sustainable relationships with tourists.