Influence of Brand Personality on Tourist Behavior in Peruvian Destinations: The Mediating Role of Experience, Authenticity, and Trust
Despite growing interest in destination branding, empirical evidence is still limited in explaining how brand personality influences tourist behavior mediated by integrated aspects. This study addresses this research gap by proposing and testing a structural model that considers the mediating role o...
Guardado en:
| Autores principales: | , , , , |
|---|---|
| Formato: | Artículo |
| Lenguaje: | inglés |
| Publicado: |
2026
|
| Materias: | |
| Acceso en línea: | Enlace permanente (DOI o Handle) Enlace permanente (DOI o Handle) |
| Etiquetas: |
Sin Etiquetas, Sea el primero en etiquetar este registro!
|
| _version_ | 1881508838683705344 |
|---|---|
| author | Trigoso-Guevara, Vilma Torres-Cortez, Kasandra Lisset Peralta-Córdova, Fiorely Margoth Cruz Tarrillo, Jose Joel Diaz Saavedra, Robin Alexander |
| author_browse | Cruz Tarrillo, Jose Joel Diaz Saavedra, Robin Alexander Peralta-Córdova, Fiorely Margoth Torres-Cortez, Kasandra Lisset Trigoso-Guevara, Vilma |
| author_facet | Trigoso-Guevara, Vilma Torres-Cortez, Kasandra Lisset Peralta-Córdova, Fiorely Margoth Cruz Tarrillo, Jose Joel Diaz Saavedra, Robin Alexander |
| author_sort | Trigoso-Guevara, Vilma |
| collection | Producción científica |
| description | Despite growing interest in destination branding, empirical evidence is still limited in explaining how brand personality influences tourist behavior mediated by integrated aspects. This study addresses this research gap by proposing and testing a structural model that considers the mediating role of tourist experience, authenticity, and trust in the relationship between brand personality and tourist behavior. The methodology used was quantitative and causal–correlational, using structural equation modeling and a sample of 514 Peruvian tourists selected through non-probabilistic convenience sampling. The results show that brand personality significantly influences tourist experience and destination authenticity, while its direct effect on trust is weak. In addition, experience positively influences trust and authenticity. Significantly, authenticity and experience show direct and positive effects on tourist behavior, while trust has a negative effect. These findings contribute to the advancement of the literature by integrating a single explanatory model with experiential, cognitive, and relational variables, broadening the understanding of the indirect role of brand personality in the tourism context. From a practical standpoint, the results suggest that destination managers should focus on enhancing brand personality and authenticity. |
| format | Article |
| id | oai:cris.upeu.edu.pe:20.500.15037/1093 |
| institution | UPeU |
| language | English |
| publishDate | 2026 |
| publishDateRange | 2026 |
| publishDateSort | 2026 |
| record_format | dspace |
| spelling | oai:cris.upeu.edu.pe:20.500.15037/10932026-10-30T16:15:11ZInfluence of Brand Personality on Tourist Behavior in Peruvian Destinations: The Mediating Role of Experience, Authenticity, and TrustTrigoso-Guevara, VilmaTorres-Cortez, Kasandra LissetPeralta-Córdova, Fiorely MargothCruz Tarrillo, Jose JoelDiaz Saavedra, Robin Alexanderdestination imagebrand valuetourismtourist happinesstourist behaviorDespite growing interest in destination branding, empirical evidence is still limited in explaining how brand personality influences tourist behavior mediated by integrated aspects. This study addresses this research gap by proposing and testing a structural model that considers the mediating role of tourist experience, authenticity, and trust in the relationship between brand personality and tourist behavior. The methodology used was quantitative and causal–correlational, using structural equation modeling and a sample of 514 Peruvian tourists selected through non-probabilistic convenience sampling. The results show that brand personality significantly influences tourist experience and destination authenticity, while its direct effect on trust is weak. In addition, experience positively influences trust and authenticity. Significantly, authenticity and experience show direct and positive effects on tourist behavior, while trust has a negative effect. These findings contribute to the advancement of the literature by integrating a single explanatory model with experiential, cognitive, and relational variables, broadening the understanding of the indirect role of brand personality in the tourism context. From a practical standpoint, the results suggest that destination managers should focus on enhancing brand personality and authenticity.Articlehttps://doi.org/10.3390/tourhosp706015110.3390/tourhosp7060151https://hdl.handle.net/20.500.15037/1093W7162454485enTourism and Hospitality2673-57682026-05-262026-06-13T09:46:00Z2026-06-13T09:46:00Z |
| spellingShingle | destination image brand value tourism tourist happiness tourist behavior Trigoso-Guevara, Vilma Torres-Cortez, Kasandra Lisset Peralta-Córdova, Fiorely Margoth Cruz Tarrillo, Jose Joel Diaz Saavedra, Robin Alexander Influence of Brand Personality on Tourist Behavior in Peruvian Destinations: The Mediating Role of Experience, Authenticity, and Trust |
| title | Influence of Brand Personality on Tourist Behavior in Peruvian Destinations: The Mediating Role of Experience, Authenticity, and Trust |
| title_full | Influence of Brand Personality on Tourist Behavior in Peruvian Destinations: The Mediating Role of Experience, Authenticity, and Trust |
| title_fullStr | Influence of Brand Personality on Tourist Behavior in Peruvian Destinations: The Mediating Role of Experience, Authenticity, and Trust |
| title_full_unstemmed | Influence of Brand Personality on Tourist Behavior in Peruvian Destinations: The Mediating Role of Experience, Authenticity, and Trust |
| title_short | Influence of Brand Personality on Tourist Behavior in Peruvian Destinations: The Mediating Role of Experience, Authenticity, and Trust |
| title_sort | influence of brand personality on tourist behavior in peruvian destinations the mediating role of experience authenticity and trust |
| topic | destination image brand value tourism tourist happiness tourist behavior |
| topic_facet | destination image brand value tourism tourist happiness tourist behavior |
| url | https://doi.org/10.3390/tourhosp7060151 https://hdl.handle.net/20.500.15037/1093 |
| work_keys_str_mv | AT trigosoguevaravilma influenceofbrandpersonalityontouristbehaviorinperuviandestinationsthemediatingroleofexperienceauthenticityandtrust AT torrescortezkasandralisset influenceofbrandpersonalityontouristbehaviorinperuviandestinationsthemediatingroleofexperienceauthenticityandtrust AT peraltacordovafiorelymargoth influenceofbrandpersonalityontouristbehaviorinperuviandestinationsthemediatingroleofexperienceauthenticityandtrust AT cruztarrillojosejoel influenceofbrandpersonalityontouristbehaviorinperuviandestinationsthemediatingroleofexperienceauthenticityandtrust AT diazsaavedrarobinalexander influenceofbrandpersonalityontouristbehaviorinperuviandestinationsthemediatingroleofexperienceauthenticityandtrust |