Title: Online brand experience for a tourist destination and its influence in behavioural intentions in post-visit stage

Authors: Lina Marcela Padilla-Delgado; Alexander Zuñiga-Collazos

Addresses: Universidad de San Buenaventura, Cali, Colombia ' Departamento de Administración y Organizaciones, Universidad del Valle, Cali, Colombia

Abstract: Nowadays, in order to attract more tourist attention, destinations have decided to focus on marketing, in particular, the experience a tourist may involve before, during and after engaging with the destination. The present study aims to work on the gap of quantitatively test and analyse the six dimensions of online brand experience and its relationship with behavioural intentions. The research methodology proposes a model using a sample of 112 national tourists who have visited the City of Cali. The data analysis is performed through a partial least squares (PLS) model using the SMARTPLS software. The study identifies positive and direct relationships between brand experience and the behavioural intentions of the national tourist in post-visit context. It highlights the role of the different media platforms within the path of living the brand experience in an online context.

Keywords: brand experience; online platforms; recommendation intention; re-purchase intention; tourism destination; social media platforms; sensorial dimension; social dimension; interactive dimension; intellectual dimension; comportamental dimension.

DOI: 10.1504/IJIMA.2024.142785

International Journal of Internet Marketing and Advertising, 2024 Vol.21 No.3/4, pp.253 - 269

Received: 10 Aug 2022
Accepted: 23 Nov 2022
Published online: 22 Nov 2024 *

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