The Impact of Destination Brand Authenticity on Tourist Loyalty: The Mediating Role of Destination Brand Engagement With Special Reference to Habarana, Sri Lanka.

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.