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Title: Positive Emotions, Destination Brand Equity and Word of Mouth: Mediating Role of Satisfaction
Authors: Aftab Ahmad, Muhammad Osama Nasim Mirza, Muhammad Ahmad-ur-Rehman, Saqib ilyas
Journal: International Journal of Business and Economic Affairs (IJBEA)
Publisher: Global Illuminators
Country: Pakistan
Year: 2023
Volume: 8
Issue: 3
Language: English
DOI: 10.24088/IJBEA-2023-830011
Keywords: MarketingTourismEmotionssatisfactionDestination Brand EquityWord-Of-MouthNorthern PakistanTourist BehaviorTourist DestinationsDomestic Tourists
This research investigates the relationships between tourists’ emotions, satisfaction, and word-of-mouth intentions, and expands the model of destination brand equity in the context of tourism in northern Pakistan. 204 domestic tourists who provided the data visited various tourist destinations in the region and filled out self-administered surveys. Using validated scales, emotions, destination brand equity, satisfaction, and word-of-mouth intentions were measured using a convenience sample to collect data. It is evident from the data that positive emotions such as happiness, love, and pleasant surprise have a substantial effect on how satisfied visitors depart a location. Also discovered to have a positive impact on happiness was the destination’s brand equity. The results of the study support the hypothesis that customers who are more satisfied are more likely to recommend a product or service to others. The findings emphasize the significance of identifying and quantifying specific emotions in the tourism industry, while recommending that businesses catering to tourists place a particular emphasis on evoking positive emotions and enhancing the reputation of destinations. These findings have significant managerial implications for tour operators, travel agencies, and destination managers in northern Pakistan. In order to enhance tourists’ stays, marketers should employ innovative promotional appeals to create an emotional impact and increase the brand’s equity. Understanding the effect of emotions and destination brand equity on satisfaction and word-of-mouth intentions can assist stakeholders in developing strategies to attract more visitors and promote sustainable tourism in the region.
To investigate the relationships between tourists' emotions, satisfaction, and word-of-mouth intentions, and to expand the model of destination brand equity in the context of tourism in northern Pakistan.
A quantitative approach was used with data collected from 204 domestic tourists visiting various destinations in northern Pakistan through self-administered questionnaires. Validated scales were used to measure emotions (joy, love, positive surprise), destination brand equity, satisfaction, and word-of-mouth intentions. Data analysis involved reliability analysis, construct validity assessment, correlation analysis, and regression analysis, including mediation testing using AMOS software.
graph TD
A["Data Collection from 204 Tourists in Northern Pakistan"] --> B["Measurement of Emotions, Destination Brand Equity, Satisfaction, WOM"];
B --> C["Reliability and Validity Analysis"];
C --> D["Correlation Analysis"];
D --> E["Regression Analysis"];
E --> F["Mediation Analysis"Satisfaction""];
F --> G["Hypothesis Testing"];
G --> H["Discussion and Conclusion"];
The study confirms the significant influence of tourists' emotions and destination brand equity on their satisfaction and subsequent word-of-mouth intentions. The findings highlight the importance of emotional investment and brand equity in shaping tourist behavior. The mediating role of satisfaction in the relationship between emotions, destination brand equity, and word-of-mouth is also supported. Differences in findings compared to previous studies are attributed to variations in experimental settings and the diversity/intensity of emotions experienced by domestic versus international tourists.
Positive emotions (joy, love, positive surprise) have a substantial positive effect on tourist satisfaction. Destination brand equity also has a positive impact on tourist satisfaction. Higher tourist satisfaction leads to a greater tendency to generate word-of-mouth. Satisfaction mediates the relationship between positive emotions and destination brand equity with word-of-mouth.
Positive emotions and destination brand equity are crucial drivers of tourist satisfaction, which in turn positively influences word-of-mouth intentions. Satisfaction acts as a key mediator in these relationships, underscoring its importance for destination marketers. The study emphasizes the need for tourism stakeholders to focus on evoking positive emotions and enhancing destination brand equity to foster positive word-of-mouth and promote sustainable tourism in northern Pakistan.
1. Sample Size: The study collected data from 204 domestic tourists. (Confirmed in the text)
2. Reliability Threshold: Cronbach's alpha values must be at least 0.70 to pass the minimum credibility threshold. (Confirmed in the text)
3. Positive Correlation: The correlation between satisfaction and word-of-mouth is reported as .51 (p = .00), indicating a significant positive relationship. (Confirmed in the text)
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