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The tourists' decision to visit the desired destination stems from an image created in their minds because of the marketing strategies of their destination. A lack of research regarding factors influencing tourist destination visit intention calls for further investigation of how tourist evaluates available destination. Using the opinions of 338 UAE nationals and a partial least squares-structural equation modeling (PLS) approach, this study empirically examines the impact of destination brand equity (i.e. destination brand image, destination brand awareness, destination brand loyalty and destination brand quality) and destination brand authenticity (Continuity, Credibility, Integrity, Symbolism) on tourists' intention to visit. The results revealed that both the constructs (i.e. destination brand equity and destination brand authenticity) significantly influence tourists' destination visit intention. The current study aims to address a vexing question of making a good memory of the tourists' destination and bringing more unexpected positive experiences. This study further provides some theoretical and managerial implications for the improvement of the tourism industry.
Kumail et al. (Tue,) studied this question.