The online destination brand experience: Development of a sensorial-cognitive-conative model

Online experiences preceding actual visits to tourist destinations have emerged as a relevant source of travel motivation. This study analyzes the online destination brand experiences resulting from user interactions with official websites on two competing destinations. The results support the expected mediator role for the online destination brand experiences between perceived website quality, user attitudes, and intention to visit and recommend the destination, as well as the directionality of the sensorial-to-cognitive experience. Significant differences are observed depending on the users' prior experience with the destination and their generational cohort (millennials vs. nonmillennials). Important implications for destination management are also discussed.