This study aims to investigate the impact of destination brand experience on destination brand equity through the role of emotions and brand credibility.
The author adapted a quantitative study with 460 tourists using structural equation modeling. Convenience sampling was applied to the tourists who have traveled to and experienced destination products in Sanya city, China.
The findings reveal that tourists’ perception of destination brand experience can significantly impact their emotions and brand credibility, which can ultimately impact tourists’ overall assessment of a destination’s brand equity.
The study offers actionable insights for a destination by embracing recommended strategies across sensory, affective, intellectual and behavioral dimensions. In addition, building emotional connections and brand credibility are vital strategies to benefit the destination in the tourism market.
This study attempts to fill the gaps of destination brand experience and destination brand equity based on SOR theory and brand signaling theory. The combination of SOR theory and brand signaling theory, to the researcher’s knowledge, has not been found in the previous study.
