Unveiling the relationship between travel decision motives and destination brand equity in wedding tourism

This study investigated the travel decision motives and the decision-making factors influencing wedding tourism, and the factors that pull people to choose a specific wedding location destination. A structured online questionnaire was distributed to 101 brides and grooms that have already done or they have scheduled to experience wedding tourism. Multiple linear regression analysis was used to test the research hypotheses, and the findings revealed that perceptions of a wedding destination influence its destination brand equity. Furthermore, travel decision motives have the highest impact on the wedding destination decision-making process, followed by health and safety standards and service quality. These findings provide insight into the factors that affect the appeal of a wedding destination in the tourism market.