Work

From Clicks to Trips: Examining Online Destination Brand Experience in Ecotourism Decision Making

Year: 2025

Type: article

Abstract: Destination Management Organizations (DMO) increasingly harness social media to foster favorable online destination brand experiences (ODBEs) during travelers’ pre-trip planning. However, empirical knowledge about such experiences in ecotourism contexts remains limited. This study addresses the gap by proposing and validating an ODBE measurement scale adapted to ecotourism destinations. An online questionnaire was administered to Facebook users following seven certified Romanian ecotourism destinations, yielding 281 valid responses. Through exploratory factor analysis and confirmatory composite analysis, the scale was refined into three components—hedonic, utilitarian, and spatio-temporal—capturing emotional immersion, rational evaluation, and destination-specific spatial perceptions. Structural equation modeling further demonstrated that ODBEs exert a strong, positive effect on two key behavioral intentions: visiting the destination (β = 0.913) and sharing destination information online (β = 0.875). This study advances theories on tech-mediated pre-travel experiences by emphasizing nature and local culture. The findings provide DMOs with practical guidance for creating effective social media content to enhance destination branding and support sustainable tourism.

Source: Administrative Sciences

DOI: 10.3390/admsci15060228

Authors: Adina-Nicoleta Candrea, Ioana-Simona Ivasciuc, Ana Ispas, Cristinel-Petrişor Constantin, Florin Nechita

Institution: Transylvania University of Brașov

Language: English

Topic: Diverse Aspects of Tourism Research

Subfield: Sociology and Political Science

Field: Social Sciences

Domain: Social Sciences

Open Access status: gold

Estimated APC paid: $1,689

Funder: Universitatea Transilvania din Brasov