... tourism industry, emphasizing the mediating roles of destination brand love (DBL) and destination brand image (DBI). Grounded in the Stimulus-Organism-Response (S-O-R) framework, it explores how AI-driven strategies foster cognitive and affective responses to enhance destination competitiveness. Design...

... communication Lifestyle-congruence Destination brand image Destination brand immersion Destination brand love Destination brand loyalty Film tourism Since the late 20th century, film has evolved from a form of entertainment to a powerful tool that shapes destination branding and tourist behavior...

... 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...