Abstract:
The study aims to develop and test a theoretical model that examines the relationship between destination branding, tourist satisfaction, and behavioral intentions. Specifically, the model explores the impact of various components of destination image (cognitive, affective, unique, and overall) on tourists' satisfaction, which in turn influences their behavioral intentions such as intention to revisit and intention to recommend. To gather empirical evidence, a survey was conducted with a sample of 212 international tourists who visited the Mirissa regional destination in Sri Lanka. The respondents were asked to rate Mirissa as a travel destination using a 5-point Likert scale, focusing on cognitive image, affective image, unique image, and overall image. The results of the study support the notion that tourists' behavioral intentions are positively influenced by their satisfaction with the destination. This satisfaction, in turn, is directly influenced by the unique and overall image of the destination. It was found that tourists' satisfaction plays a critical role as a mediator between the different components of destination image and their behavioral intentions. Furthermore, the study revealed that tourist satisfaction is more influenced by the intention to revisit rather than the intention to recommend the destination to others. Additionally, the unique image of the destination had the second-largest impact on the formation of tourist satisfaction, according to the overall evaluations. Overall, these findings shed light on the importance of destination branding and its influence on tourists' satisfaction and behavioral intentions. The study provides valuable insights for destination marketers and managers seeking to enhance their destination's appeal and cultivate positive visitor experiences.
