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

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.