Exploring Destination Brand Love and Loyalty in Swat Valley: A Self-Determination Theory Perspective

Abstract

This study investigates the structural relationships among destination-driven and tourist-centered factors on development of Destination Brand Love (DBL) and tourist loyalty in Swat Valley of Pakistan. Underpinned by Self-Determination Theory (SDT), the study examined how destination authenticity and experience co-creation (autonomy/relatedness) coupled with self-congruity and self-transformation form emotional attachment and subsequent behavioral outcomes. The study adopted a quantitative, cross-sectional design. Data were collected using structured questionnaires from 400 valid tourist responses. The measurement and structural models were estimated using Smart PLS 4. Bootstrapping technique with 5,000 resamples was used to test hypotheses and mediation effects. The empirical findings reveal that destination authenticity, experience co-creation, self-congruity and self-transformation significantly predict Destination Brand Love, which intern drives destination loyalty. Furthermore, mediation analyses indicate that DBL acts as a vital mechanism, fully mediating the influence of identity-based tourist factors on loyalty behaviors. These insights advance experiential tourism theory by integrating SDT frameworks and offer actionable guidelines for developing sustainable, participatory marketing strategies in emerging tourism destinations.

Keywords: Destination Brand Love, Self-Determination Theory (SDT), Destination Loyalty, Experience Co-Creation, Self-Congruity, Swat Valley Tourism

https://doi.org/10.5281/zenodo.23571485