Symbolic consumption of tourism destination brands

This study investigates the symbolic meaning of tourism destination brands. Specifically, this study examines the relationship between symbolic consumption of tourism destination brands and destination brand loyalty. A structural equation model tests data collected from international tourists (n=361) who visited a Mediterranean resort city. The results validate three dimensions of symbolic tourism destination brand—self-congruence, brand identification, and lifestyle-congruence affect destination brand loyalty. Practical and theoretical implications are discussed within the general framework of consumer behavior theory.