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Keywords: Destination brand immersion
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Journal Articles
Phuong Kim Thi Tran, Phong Le Tran, Nhat Thong Thi Nguyen, Nhi Hieu Thi Mai, Thuan Phuong Thi Huynh, Thanh Hoai Thi Doan, Nga Quynh Thi Vo
Journal of Hospitality and Tourism Insights (2026) 9 (2): 901–923.
Published: 08 October 2025
... communication (FSMC) impact film tourist behavior (e.g. destination brand loyalty) via cognition (e.g. lifestyle-congruence, destination brand image) and affect (e.g. destination brand immersion and love). Design/methodology/approach Data were collected from 404 Vietnamese film viewers via an online survey...
Journal Articles
Journal of Hospitality and Tourism Insights (2024) 7 (5): 3204–3221.
Published: 29 April 2024
... affection for a destination’s brand. This study examines the influences of self-congruence and destination immersion on destination brand love. In addition, the linkages from the four facets of self-congruence to destination brand love via the mediating role of destination brand immersion are also...
