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Asian Journal of Information and Communications 11(1)
Asian Journal of Information and Communications 11(1)

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Asian Journal of Information and Communications

The relationship between destination brand experience and brand trust: difference by travel information search type Sangjeon Lee

  • Page:33-45
  • 2019-11-04

In this study, we try to determine what type of moderating effect travel information search type has on the relationship between destination brand experience (DBEX) and destination brand trust (DBT). Additionally, we will also investigate the influence of travel information search type on the tourist behavioral intention (TBI) in research related to tourism destination brands. This analysis showed that, among the two DBEX factors, the factor describing the senory and affective elements had a significantly positive causal relationship with DBT. Our results also revealed a significantly positive causal relationship between DBT and TBI. In contrast, the behavioral and intellectual elements were not significant. This shows that trust in a destination is influenced by affective experiences such as atmosphere or tourists’ impressions rather than physical experiences such as tourists’ physical activities or learning experiences. Furthermore, This paper noted a stronger influence of nondigital media in the moderating effect according to the information search type. This shows that providing non-digital media is still effective at communicating destination trust to tourists in this era of digital media.

Keywords: destination brand experience, destination brand trust, travel information search type

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