Abstract:
In an era of intensifying global tourism competition, the authenticity of destination brands has emerged as a
critical factor influencing tourist loyalty. For culturally and ecologically rich locations such as Habarana in Sri
Lanka, destination brand authenticity plays a vital role in differentiating the destination and fostering sustainable
tourism growth. This study investigates the impact of destination brand authenticity (DBA) on tourist loyalty
(TL), with a particular focus on the mediating effect of destination brand engagement (DBE). A quantitative
research approach was employed, targeting tourists who have visited Habarana. A total of 384 respondents were
selected through simple random sampling, following the Krejcie and Morgan sample size guidelines. Data were
gathered using a structured questionnaire comprising 24 Likert-scale items measuring dimensions of DBA
(continuity, credibility, integrity, symbolism), DBE (cognitive, emotional, behavioral engagement), and TL
(revisit and recommendation intentions). Reliability was confirmed with Cronbach’s alpha values exceeding the
acceptable threshold (α > 0.7). Correlation analysis revealed strong positive associations between DBA, DBE,
and TL (p < 0.001). Regression results indicated that all four dimensions of DBA significantly influence TL,
with symbolism (B = 0.354) and continuity (B = 0.327) demonstrating the strongest effects. Mediation analysis
using the PROCESS macro confirmed that DBE significantly mediates the relationship between DBA and TL,
amplifying the overall effect. The findings underscore that authentic destination branding, reinforced through
emotional engagement, strengthens tourist loyalty. Destination marketers are encouraged to emphasize
authentic experiences and deeper engagement strategies to enhance brand loyalty and competitive advantage.
