The Effect of Destination Brand Authenticity on Tourist Satisfaction: The Mediating Role of Sustainable Tourism Practices and the Moderating Role of Destination Familiarity

Abstract

Tourist satisfaction is the lifeblood of the tourism industry. When tourists are satisfied, they become repeat visitors, brand ambassadors, and catalysts for sustainable growth. In tourism business, destinations that consistently deliver memorable, satisfying experiences secure long-term viability and a resilient competitive edge. This study explores the effect of destination brand authenticity on tourist satisfaction. The mediating role of sustainable tourism practices on the link between destination brand authenticity and tourist satisfaction is also investigated. Moreover, the moderating effect of destination familiarity was also tested. The study collected data from 347 tourists who visited Jabori and nearby villages having mountainous terrain and located on Siran River. Results show that the effect of destination brand authenticity on tourist satisfaction is positive. A sustainable tourism practice partially mediates the link between destination brand authenticity and tourist satisfaction. Finally, destination familiarity positively moderated the effect of destination brand authenticity on tourist satisfaction. The study discusses policy recommendations at end of the article.