Influence of Brand Personality on Tourist Behavior in Peruvian Destinations: The Mediating Role of Experience, Authenticity, and Trust

Trigoso-Guevara V.; Torres-Cortez K.L.; Peralta-Córdova F.M.; Cruz-Tarrillo J.; Diaz-Saavedra R.A. · Tourism and Hospitality (2026) · DOI: 10.3390/tourhosp7060151

Resumen

Despite growing interest in destination branding, empirical evidence is still limited in explaining how brand personality influences tourist behavior mediated by integrated aspects. This study addresses this research gap by proposing and testing a structural model that considers the mediating role of tourist experience, authenticity, and trust in the relationship between brand personality and tourist behavior. The methodology used was quantitative and causal–correlational, using structural equation modeling and a sample of 514 Peruvian tourists selected through non-probabilistic convenience sampling. The results show that brand personality significantly influences tourist experience and destination authenticity, while its direct effect on trust is weak. In addition, experience positively influences trust and authenticity. Significantly, authenticity and experience show direct and positive effects on tourist behavior, while trust has a negative effect. These findings contribute to the advancement of the literature by integrating a single explanatory model with experiential, cognitive, and relational variables, broadening the understanding of the indirect role of brand personality in the tourism context. From a practical standpoint, the results suggest that destination managers should focus on enhancing brand personality and authenticity.

Instituciones: Universidad Peruana Unión