Investigating the Role of Destination-Based Brand Authenticity and Brand Love on Tourist–Brand Interaction, Destination Brand Engagement, and Tourist Behavior

Social media develops relationships between tourists and brands through different communication websites. Tourist interaction with brands in online social media destination brand communities (SMDBCs) may influence tourist behavior and travel decision-making. The use of online SMDBCs and tourists’ relationships with brand destinations are important topics to explore in the digital era. This review of extant literature explores how destination brand authenticity, destination brand engagement, destination brand love, and online SMDBCs are antecedents to tourist behavior, such as destination brand choice, visit/revisit, and word-of-mouth (WOM)/electronic WOM (eWOM). This review and proposed theoretical framework clarify the relationship between tourists and brand destinations in online SMDBCs in the existing corpus, with implications for future research and practice.