Worldness Strategy: An Empirical Study on Destination Branding

Abstract

Global society and citizenship is possible with understanding worldness strategy in tourism. The purpose of this study is to investigate how destination brand worldness mediates the relationship between destination brand prestige and intention to revisit. Partial Least Square Structural Equation Modeling is undertaken to conduct the study. A self-administered survey is used for collecting data from Taiwanese travelers. Smart PLS 3 is used to test the structural model. Through the empirical findings, a full mediation exists. The findings are limited to Taiwanese travelers. The social classes are not investigated. Further research could implement the same model in a different country by differentiating the social classes. This study advances our understanding on how to make a destination a global brand.