La influencia de la autenticidad existencial del destino y la promoción en el amor a la marca destino, mediada por la credibilidad

Olger  Gutiérrez-Aguilar; Fiorela Ticona-Apaza; Manuela Emperatriz Achiri-Larota; Osbaldo Turpo-Gebera

doi:10.31637/epsir-2025-2033

Authors

Olger Gutiérrez-Aguilar
Fiorela Ticona-Apaza Universidad Nacional de San Agustin de Arequipa
Manuela Emperatriz Achiri-Larota Universidad Nacional de San Agustin de Arequipa
Osbaldo Turpo-Gebera Universidad Nacional de San Agustin de Arequipa

DOI:

https://doi.org/10.31637/epsir-2025-2033

Keywords:

autenticidad existencial del destino, promoción de la marca destino, amor por la marca destino, credibilidad, marketing turístico, Arequipa, Perú, CB-SEM

Abstract

Introduction: The study explores how destination brand promotion and existential authenticity influence brand love, focusing on the mediating role of credibility. The emotional connection between consumers and tourism destinations, essential for tourism marketing, is investigated. Methodology: A structural equation model based on surveys of people with undergraduate and graduate university studies in Arequipa – Peru, was used to evaluate the direct and indirect effects of destination promotion and authenticity on brand love, focusing on credibility. Results: The findings reveal that destination promotion and authenticity directly impact brand love, while credibility was not confirmed as a significant mediator. Discussions: These results indicate that marketing strategies should highlight authenticity and effective promotion rather than enhance credibility perception to cultivate deep emotional relationships. Conclusions: It is concluded that promotion and authenticity are key to fostering a love for the brand, recommending that tourism marketing genuinely communicates the destination's experiences to strengthen the emotional connection with consumers.

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