... impacted by perceived anthropomorphism. Furthermore, both sustainable destination brand image and authenticity significantly influence visit intention. Notably, personal innovativeness strengthens the association between the brand image of sustainable destinations and users' acceptance of higher prices...

...Shiva Ezzatian; Mohamad Taghi Toghraee; Neda Torabi Farsani Purpose Having a brand has a great impact on the success of a destination or tourism business. The metaverse has introduced new opportunities for tourism marketing, playing a key role in destination branding. By offering interactive...

... settings. To this effect, a sense and care of place toolkit is proposed. Although there is a reluctance to recognise protected area designations as a destination brand (Adie et al., 2018 ; King and Halpenny, 2014), well-known brands like UNESCO unavoidably promote these areas, which could lead...