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Title: Impact of Destination Brand Experience on Tourists Satisfaction and Behavioural Intention
Researcher: Mehraj, Nasiba
Guide(s): Ramjit
Keywords: Behavioural Intention
Destination Brand Experience (DBE)
Destination Branding
Tourism Destination
Tourist Satisfaction
University: Central University of Kashmir
Completed Date: 2017
Abstract: In the growing economy where tourism plays a pivotal role, the tourism destinations are competing on the global level to strike an emotional chord with potential tourists and differentiate one destination from other, Destination Brand Experience concept is gaining momentum. Showcasing destination as a brand over the globe helps attain the maximum footfall at the particular destination which has direct, indirect and induced benefits to all the stakeholders. Hence, this study was carried out to analyze the impact of Destination Brand Experience. This study will guide to build a framework for improving the destination brand experience as well as positive behavioural intention among the tourists which ultimately will help the destination management organizations (DMO s) to gain competitive edge and thereby advantage over other destinations. The objectives of the study were to study the history and concept of the destination brand experience, identify dimensions of DBE and then study the impact of destination brand experience on tourist s satisfaction and revisit intention. Lastly, the study was designed to provide the suggestions and recommend strategies to enhance destination brand experience of the tourists and their repeat visitation. The Sample Area of the study included four important tourism destinations of the Kashmir valley viz; Gulmarg, Pahalgam, Sonamarg and the famous Boulevard Road. The convenient sampling method was applied for sampling purposes and total responses obtained were 385 out of 450. The Statistical techniques of Mean, Standard Deviation, Factor Analysis, Correlation and Simple Linear Regression were used to analyze the data and study the overall impact of destination brand experience on tourist s satisfaction and revisit intention. On the basis of data analysis, the results obtained explicitly conclude that destination brand experience plays a crucial role in satisfying the tourists and mould their behaviour. It can be said that DBE plays a strategic role in tourism industry. Moreover, seve
Appears in Departments:Department of Tourism Studies

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01_title page.pdfAttached File230.73 kBAdobe PDFView/Open
02_decleration.pdf191.23 kBAdobe PDFView/Open
03_certificate.pdf191.5 kBAdobe PDFView/Open
04_abstract.pdf171.36 kBAdobe PDFView/Open
05_acknowledgement.pdf96.47 kBAdobe PDFView/Open
06_table of content.pdf104.12 kBAdobe PDFView/Open
07_list of tables.pdf246.35 kBAdobe PDFView/Open
08_list of figures.pdf96.91 kBAdobe PDFView/Open
09_list of abbrevations.pdf21.29 kBAdobe PDFView/Open
10_chapter01.pdf573.65 kBAdobe PDFView/Open
11_chapter02.pdf512.61 kBAdobe PDFView/Open
12_chapter03.pdf477.66 kBAdobe PDFView/Open
13_chapter04.pdf577.72 kBAdobe PDFView/Open
14_chapter05.pdf419.93 kBAdobe PDFView/Open
15_references.pdf417.54 kBAdobe PDFView/Open
16_appendix.pdf518.88 kBAdobe PDFView/Open

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