Destination Brand Experience and Behavioural Intentions; with Reference to International Tourists’ Visiting Ella, Sri Lanka

Destination Brand Experience and Behavioural Intentions; with Reference to International Tourists’ Visiting Ella, Sri Lanka

thivyaashani_sivasubramaniam

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Thivyaashani Sivasubramaniam

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Abstract

An increasing competition in tourism industry requires marketers to be more creative in differentiating their destinations to attract more travelers in the future. Through the positive experience of the travelers, destinations can be promoted to potential travelers. To this end, how exiting travelers make recommendations to ‘others’ (potential travelers) is vital for marketers in the tourism industry. Differentiation is aligned with branding whenever it is come to achieving a competitive advantage via unique identity. All these circumstances ensured that a successful destination brand always needs to deliver its promise to meet tourist expectations of a memorable experience typically related to that destination. A well -established concept of destination branding and the extended application of brand experience to tourism destination steered the current study to explore behavioural intention of tourists. A self-administrated quantitative survey was conducted to collect 202 usable responses from international tourists from 31 different countries visiting Ella, Sri Lanka, one of the favourite tourist destinations in Sri Lanka based on a judgmental sampling technique.

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Funding

No external funding was declared for this work.

Conflict of Interest

The authors declare no conflict of interest.

Ethical Approval

No ethics committee approval was required for this article type.

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Not applicable for this article.

How to Cite This Article

thivyaashani_sivasubramaniam. 2021. \u201cDestination Brand Experience and Behavioural Intentions; with Reference to International Tourists’ Visiting Ella, Sri Lanka\u201d. Global Journal of Human-Social Science - C: Sociology & Culture GJHSS-C Volume 21 (GJHSS Volume 21 Issue C1).

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GJHSS Volume 21 Issue C1

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Crossref Journal DOI 10.17406/GJHSS

Print ISSN 0975-587X

e-ISSN 2249-460X

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GJHSS-C Classification FOR Code: 370199

Submission ReceivedFebruary 12, 2021
Peer Review Double Blind
Handling Editor
Accepted March 2, 2021
Published March 15, 2021

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April 1, 2021

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