Keywords: Professional competency
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Journal Articles

Forming destination loyalty in pilgrimage tourism: its antecedents, including tour guides’ professional competencies, memorable pilgrimage experiences, brand identification, and brand love

Jinsoo Hwang, Mohammadsadegh Omidvar, Noman Sahito, Taeuk Kim
Journal: Tourism Review
Tourism Review 1–20.
https://doi.org/10.1108/TR-07-2025-0768
Published: 07 May 2026
...Jinsoo Hwang; Mohammadsadegh Omidvar; Noman Sahito; Taeuk Kim Purpose The purpose of this study is to investigate how tour guides’ professional competencies affect memorable pilgrimage experiences and how these experiences, in turn, contribute to destination brand identification, brand love...
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