Unforgettable Destinations: How Perceived Sustainability Impacts Image, Memory and the Intention to Revisit Through Mediating Role of Destination Brand Personality

This study explores how gendered perceptions of destination brand personality (DBP) influence the relationship between perceived destination sustainability (PDS) and tourist outcomes. Using data from 390 North American respondents via MTurk, structural equation modeling analyzed how PDS affects DBP, which then shapes destination image, memory, and revisit intention. Findings reveal that DBP mediates these relationships, with gendered brand attributes impacting tourist behavior. The study extends signaling theory by showing how sustainability efforts convey gendered brand personalities, influencing decisions. Practically, aligning DBP with gendered preferences can enhance destination appeal, loyalty, and sustainability messaging. This research uniquely integrates signaling theory with gendered DBP in tourism, offering insights for marketing strategies. Future studies should explore sector-specific applications to refine gender-based branding.