How does the cross-cultural view shape the destination brand personality and brand image? Evidence from the travelers

Abstract

This study aims to (a) reveal the relationships between the destination brand personality (DBP), destination brand image (DBI), satisfaction, and post-experience behaviors (PEBs), (b) unveil divergences by nationality in terms of DBP, (c) analyze the mediating role of destination satisfaction on the post-experience behaviors (PEBs), and (d) evaluate the moderated mediation by nationality in the structural model. The quantitative method was adopted, and the data was collected from a sample of 1688 British, Russian, German, and Turkish tourists who visited Antalya destination of Turkey. The findings reveal that DBP has four dimensions: excitement, sincerity, androgyny, and competence. The dimensions of DBP play a significant role in building DBI. Path analysis results indicate that tourists’ positive perception of DBP influences DBI and satisfaction. It has been found that the PEBs are highly predicted by the positive perception of DBI through satisfaction. The results reveal that the relationship between satisfaction with DBI and DBP is positively moderated by nationality as an indicator of culture. The moderated mediation effect is stronger for British and German tourists than Turkish and Russians.