The impact of memorable tourism experiences on customer-based destination brand equity: the mediating role of destination attachment and overall satisfaction

Purpose Utilising the stimulus-organism-response (S-O-R) theoretical framework, this study investigated how destination attachment and overall satisfaction mediate the linkage between memorable tourism experiences and customer-based destination brand equity (CBDBE). Design/methodology/approach The authors study presents a model that illustrates how memorable tourism experiences can influence CBDBE by impacting tourists' attachment and overall satisfaction with a destination. The model was tested using empirical data obtained through a survey of 382 Indian domestic tourists. The data were analysed using the SPSS AMOS (Statistical Package for Social Sciences Analysis of a Moment Structures) programme. Findings This study validates the accuracy and effectiveness of the suggested conceptual model, demonstrating significant linkage between the variables of the study. Accordingly, it was observed that positive memorable tourism experiences have a notable impact on the development of attachment and satisfaction with the tourist destination forming strong CBDBE. Practical implications The study's primary managerial recommendation is that, to achieve sustainable competitive advantage, destination management organisations should give priority to memorable experiences and positive emotions instead than only concentrating on product-centred marketing. Second, destination managers must mould their business models based on the link between memorable tourism experiences, destination attachment, satisfaction and CBDBE. Originality/value Perhaps, the authors' research is one of the earliest to explore the relationship between tourists' overall satisfaction, attachment to a destination and memorable experiences and how they impact customer-based brand equity (CBBE) for a specific urban hill station destination.