...–destination identification, and destination brand love. Design/methodology/approach Data were collected through an online survey of 587 Vietnamese audiences who had watched films featuring specific destinations and had prior visitation experience at those destinations. The proposed serial mediation model...

..., 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...