Presenter Bios

Kai Jiang is currently a Ph.D. candidate at the Department of Recreation and Leisure Studies in University of Waterloo (UWaterloo), Canada. She graduated from the Hong Kong Polytechnic University (PolyU) with the degree of Master of Philosophy (M.Phil) in tourism and hospitality management. Kai has accumulated extensive empirical research experience in destination branding, tourist motivation and behavior, and mega sports events management.

Luke Potwarka is an Assistant Professor in the Department of Recreation and Leisure Studies and Director of Campus Athletics Research Network (CARN) at the University of Waterloo. He received his Ph.D. in Recreation and Leisure Studies from University of Waterloo. Luke’s research interests include consumer behavior related to sport events.

Currently Mark is a Professor in the Department of Recreation and Leisure Studies at the University of Waterloo. He joined the Department in 1992. Prior to arriving in Canada, he received a Ph.D. in Recreation Resource Development (1987) from Texas A&M University.

Abstract

Brand loyalty requires close emotional bonds between consumers and brands. Few attempts have addressed the significance of destination brand love’s sub-dimensions in constituting destination brand loyalty. Considering that first-time and repeat visitors behave differently, this study investigated the impacts of destination brand love’s sub-dimensions on destination brand loyalty (cognitive, attitudinal, conative, and behavioral loyalty) among first-time and repeat visitors. Consistent with Batra et al. (2012), destination brand love contains six sub-dimensions: self-brand integration, passion-driven behaviors, long-term relationship, positive emotional connection, attitude valence, and attitude strength. We define destination brand love as the degree of intense affection a tourist holds for a particular branded destination (Carroll & Ahuvia, 2006). Based on survey data from over 500 visitors at Shanghai Disney Resort, we found that first-time visitors’long-term relationship with branded destinations was insignificant in predicting destination brand loyalty. Repeat visitors’ attitude valence and attitude strength are significant contributors to destination brand loyalty.

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Sub-Dimensions of Destination Brand Love and Their Influences on Destination Brand Loyalty: A Study of First-timers and Repeat Visitors

Brand loyalty requires close emotional bonds between consumers and brands. Few attempts have addressed the significance of destination brand love’s sub-dimensions in constituting destination brand loyalty. Considering that first-time and repeat visitors behave differently, this study investigated the impacts of destination brand love’s sub-dimensions on destination brand loyalty (cognitive, attitudinal, conative, and behavioral loyalty) among first-time and repeat visitors. Consistent with Batra et al. (2012), destination brand love contains six sub-dimensions: self-brand integration, passion-driven behaviors, long-term relationship, positive emotional connection, attitude valence, and attitude strength. We define destination brand love as the degree of intense affection a tourist holds for a particular branded destination (Carroll & Ahuvia, 2006). Based on survey data from over 500 visitors at Shanghai Disney Resort, we found that first-time visitors’long-term relationship with branded destinations was insignificant in predicting destination brand loyalty. Repeat visitors’ attitude valence and attitude strength are significant contributors to destination brand loyalty.