Effects of multidimensional destination brand authenticity on destination brand well-being: the mediating role of self-congruence

This study analyzed questionnaires from 626 Chinese tourists by using the partial least squares method to determine the effects of four dimensions of destination brand authenticity (i.e. objective, constructive, postmodern, and existential authenticity) on destination brand well-being and verify the mediating role of self-congruence. Two destination brand authenticity dimensions (i.e. postmodern and existential authenticity) improved destination brand hedonic and eudaemonic well-being through actual and ideal self-congruence while objective authenticity heightened destination brand eudaemonic well-being by ideal self-congruence; however, there are differences in the mediating role of actual and ideal self-congruence. The aforementioned findings contribute to the theory of destination brand authenticity, self-congruence, and well-being and can serve as a reference for the future development of destination brands, such as brand well-being marketing.