Analyzing destination brand experience on tourists' place attachment and revisit intention

Drawing on cognitive appraisal theory, this study investigates the sequential process through which brand-related stimuli shape tourists’ destination brand experiences, which in turn foster emotional bonds with the destination and ultimately influence their revisit intentions. Using a face-to-face intercept survey method, 266 valid questionnaires were collected. The proposed tripartite model and its hypotheses were then tested statistically. The findings underscore the significant influence of two newly integrated dimensions of destination brand experience, namely, relational and spiritual in eliciting key emotional responses. These include place dependence, place identity, affection, and social bonding, which collectively lead to tourists’ return visits. This research provides empirical evidence for understanding the formation of tourists’ destination brand experiences and their subsequent emotional and behavioural outcomes. The practical implications offer guidance for hospitality management organizations and destination marketers in developing differentiated experiential marketing and strategies to strengthen tourist-destination relationships.