Exploring the relationship between destination brand engagement and tourist behaviors and intentions: A holistic theoretical framework
Vol. 135 No. 5C (2026), Original Article
Vol. 135 No. 5C (2026)

Exploring the relationship between destination brand engagement and tourist behaviors and intentions: A holistic theoretical framework

Original Article
https://doi.org/10.26459/hueunijed.v135i5C.8603
Published 2026-10-14
Bui Thanh Song
School of Hospitality and Tourism, 22 Lam Hoang St., Hue City, Viet Nam
Nguyen Hoang Tue Quang
School of Hospitality and Tourism, 22 Lam Hoang St., Hue City, Viet Nam
PDF (Vietnamese)

Keywords

destination brand
brand engagement
tourist intention
tourist behavior
tourist
conceptual framework thương hiệu điểm đến
gắn kết thương hiệu điểm đến
ý định du khách
hành vi du khách
du khách
khung lý thuyết

Abstract

Existing research has established destination brand engagement (DBE) as an important determinant of tourists’ intentions and behaviors. However, a comprehensive review is needed to examine how and to what extent DBE drives different types of tourist intentions and behaviors. This study addresses this gap through a systematic literature review of 18 studies retrieved from five academic databases. The review synthesizes research contexts, methodological approaches, and the operationalization of relationships between DBE and tourist intentions and behaviors. Keyword frequency and network analyses are further employed to identify dominant research themes and emerging directions. The findings reveal several gaps in the literature, including limited diversity in DBE measurement scales, insufficient attention to emerging forms of behavioral intentions, a narrow range of empirical contexts, and limited examination of mediating and moderating mechanisms. Directions for future research and practical implications for destination management are also discussed.

https://doi.org/10.26459/hueunijed.v135i5C.8603
PDF (Vietnamese)

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