From Online Destination Brand Experience To Recommendation Intention

What is it about?

Amid the rapid growth of short-video platforms, this study explores the psychological mechanisms that transform tourists’ viewing experiences on TikTok into recommendation intention (RI). The research aims to develop and test a moderated mediation model that clarifies the relationship between online destination brand experience (ODBE) and recommendation intention. The model proposes that this influence is sequentially mediated by destination brand authenticity (DBA) and brand love (BL), while involvement (INV) serves as a moderating factor. Grounded in the Stimulus-Organism-Response (SOR) theory, the study surveyed 455 young Vietnamese tourists who had watched TikTok videos about Ninh Binh and analyzed the data using PLS-SEM. The results indicate that ODBE positively affects DBA, BL, and RI, and confirm a sequential mediation mechanism in which positive online experiences enhance perceived authenticity, foster BL, and ultimately increase RI. Furthermore, involvement strengthens both the direct and indirect relationships. The study contributes to the extension of the S-O-R framework in digital tourism marketing and provides valuable managerial implications in designing effective video content strategies to optimize engagement and encourage brand-supportive behaviors.

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Photo by Declutter The Mind on Unsplash

Photo by Declutter The Mind on Unsplash

Why is it important?

* Clarifies the psychological mechanism that transforms TikTok viewing experiences into destination recommendation intention (via authenticity → brand love → recommendation). * Extends and validates the Stimulus-Organism-Response (S-O-R) theory in the context of short-form video and digital tourism marketing. * Provides practical implications for designing more effective video content (enhancing authenticity, emotional engagement, and targeting highly involved audiences).

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