Lectura 07 C4 - EPT 07. Brand Experience Research in Hospitality and Tourism

Tea Silvia Vlahovic-Mlakar / Durdana Ozretic-Dosen
Brand Experience Research in Hospitality and

Tourism – Review and Future Directions
Abstract
This article aims to present a critical review of brand experience (BE) research in hospitality and tourism
brand management literature based on a systematic literature and content analysis of 40 articles published
in 25 peer-reviewed journals. The concept of BE is discussed by identifying leading journals, research meth-
odologies, research contexts, country of research distribution, dimensionality approaches, and theoretical
perspectives. Quantitative research was applied in most reviewed papers, and structural equation modeling
(SEM), together with factor analysis (FA) emerged as preferred data analysis techniques. A steady increase
in research papers exploring the construct of BE in an online context has been observed. The study suggests
that BE is a critical and substantial ingredient of successful hotel, place, destination, restaurant, coffeehouse,
cruise, and casino brand management. Additionally, key insights from previous empirical research were dis-
cussed from the perspective of antecedents and consequences of BE to provide a comprehensive conceptual
framework. Drawing on the findings, potential themes for future research within six important areas of BE
in hospitality and tourism were identified.
Keywords: brand experience, hospitality, tourism, content analysis, literature review
1. Introduction
Consumers are increasingly evaluating brands for how good they are at delivering memorable and unique
experiences (Pine & Gilmore, 1998). This has led to a shift in academic focus from functional features and
benefits marketing towards experiential marketing (Schmitt, 1999), resulting in what is now a substantial
body of literature built around the notion that customers demand products, communication, and marketing
campaigns that "…dazzle their senses, touch their hearts and stimulate their minds. Products that they can
relate to and that they can incorporate into their lifestyles" (Schmitt et al., 2014, p. 728).
Research aimed at understanding how customers experience brands gained substantial attention after the
pioneering work of Gilmore and Pine (1998) - "Welcome to the Experience Economy", and the introduction
of experiences as a new form of economic offering. Although the research settings differ, previous studies
show that brand experience represents a critical and substantial ingredient of successful brand management.
The concept of brand experience (BE) was defined by Brakus et al. (2009) as "sensations, feelings, cogni-
tions, and behavioral responses evoked by brand-related stimuli that are part of a brand's design and identity,
packaging, communications, and environments" (p. 53). By testing and further developing the framework
to better suite various research contexts and sectors, previous studies were able to introduce additional con-
structs such as retail brand experience (Rodrigues & Brandão, 2021), destination brand experience (Kumar &
Kumar Kaushik, 2018), hotel brand experience (Khan & Rahman, 2017) as well as online brand experience
(Morgan-Thomas & Veloutsou, 2013).
Tea Silvia Vlahovic-Mlakar, Corresponding author, PhD student at the Faculty of Economics & Business, University of Zagreb, Zagreb,
Croatia; ORCID ID: https://orcid.org/0000-0002-0102-5918; e-mail: [email protected]
Durdana Ozretic-Dosen, PhD, Full professor, Department of Marketing, Faculty of Economics & Business, University of Zagreb, Zagreb,
Croatia; ORCID ID: https://orcid.org/0000-0001-5976-5866; e-mail: [email protected]
Review Article
Vol. 70/ No. 4/ 2022/ 674 - 693
An International Interdisciplinary Journal UDC: 338.488(088.7); https://doi.org/10.37741/t.70.4.9 674
©2022 The Author(s)
Following the growing popularity of BE in literature, prior reviews have analyzed past empirical and con-
ceptual studies across different industries (Khan & Rahman, 2015), making it possible for a concept that
is still in its infancy stage to become fully established in a field (Schmitt, 2009). Moreover, reassessments of
previous research provide a roadmap for future research undertakings (Zha et al., 2020). However, to our
knowledge, a systematic review of past BE research focusing on hospitality and tourism brands has not yet
been performed. We believe this is an important yet overlooked context as providing unique and memorable
experiences represents an essential strategy among marketers (Schmitt, 1999; Gilmore & Pine, 1998) and is
recognized as particularly valuable for hospitality and tourism brand managers (Gilmore & Pine, 2002; Scott
et al., 2009; Ting, 2016; Kham & Rahman, 2017; Kumar & Kumar Kaushik, 2017). Hospitality brands
possess a natural predisposition to provide high levels of emotional and symbolic value through experiences
(Manthiou et al., 2016), and experiences have been described as fundamental drivers in tourism brand building
due to their link with nurturing psychological well-being and personal development of tourists (Castañeda
García et al., 2018).
Accordingly, the aim of this paper is threefold – first, to discuss the current state of BE research in the fields
of hospitality and tourism. Second, to summarize key insights from previous empirical research by presenting
a comprehensive conceptual framework. Third, to identify important areas for further research that could
enable a better understanding of the phenomenon of BE and its influence on customer purchase behavior in
hospitality and tourism. To achieve this, we address the following research questions:
(1) What is the present state of BE research in hospitality and tourism in terms of journal distribution,
research methods, research context, country of research distribution, dimensionality approaches, and
theoretical perspectives?
(2) What are the key findings from previous empirical research on BE in hospitality and tourism regarding
antecedents and consequences of BE?
(3) Which areas are important and should be addressed in future studies?
We reviewed and systematically analyzed 40 articles written in English and published in relevant, peer-reviewed
journals on brand experience research in hospitality and tourism. The present study builds on previous re-
search to provide a more detailed picture of BE research in the fields of hospitality and tourism. The paper is
structured as follows: following the Introduction, we first describe the research method and the parameters
on which the literature has been searched and selected. Then, we present the current state of BE research in
hospitality and tourism literature. After that, the aim, objectives, and findings from the analyzed papers are
summarized, underlining what is currently known about BE antecedents and consequences. The paper ends
with the conclusion and future directions section, where we reveal conclusions drawn from the findings of
the review, propose areas for future research and discuss research limitations.
2. Literature review method

The overall objective of the paper is to build upon previous research into BE in a hospitality and tour-
ism setting through a systematic analysis of empirical and conceptual studies published in peer-reviewed
journals. As explained by Khan and Rahman (2015), a systematic review of the literature "…is arguably
the most efficient, reliable and high-quality method for examining extensive bases of literature" (p. 2).
Furthermore, Chen et al. (2021) explain that a hybrid form of review can be developed by integrating
the tenets of both bibliometric and structured reviews. Accordingly, the present study applied systematic
bibliometric analysis as a replicable method of selection and evaluation to provide an overview of research
progress. Secondly, a classification of articles was performed through content analysis. Content analysis is
a "technique for making inferences by objectively and systematically identifying specified characteristics

Brand Experience in Hospitality and Tourism
An International Interdisciplinary Journal Vol. 70/ No. 4/ 2022/ 674 - 693 675
of messages" (Holsti, 1969, p. 14). Content analysis was adopted to yield descriptive information on
the content of previous research and was conducted following the seven classic steps: (1) formulation of
research questions, (2) selection of the sample, (3) definition of categories, (4) planning of the coding
process, (5) implementation of the coding process, (6) determination of trustworthiness, and (7) analysis
of the results of the coding process (Šerić, 2018). The required information was coded and entered in an
MS Excel worksheet.
2.1. Search strategy

Three steps were performed to collect data. To avoid selection bias, data were extracted from the follow-
ing databases: Science Direct, Emerald Insight, EBSCOhost, and Google Scholar. According to Chen et
al. (2021), Science Direct and EBSCOhost are among the most authoritative and comprehensive online
databases for hospitality and tourism research journals due to the high degree of search functionality and
coverage over a specified timeframe. Emerald Insight was added to increase variety when it comes to brand
experience-related articles in general (Khan and Rahman, 2015). as well as those specifically related to
the fields of tourism and hospitality (e.g., International Journal of Contemporary Hospitality Management).
Furthermore, the search engine Google scholar was researched because of its specific features, specifically
because "…similar keyword searches in the search engine will return the most comprehensive results over
other databases since common word variations are automatically searched within its parameters" (Chen et
al., 2021, p. 3). The presented databases should enable the coverage of a comprehensive range of relevant
papers suited for literature review studies in hospitality and tourism, as Google Scholar complements the
search results from Science Direct, EBSCOhost, and Emerald Insight. Only studies that were published
in peer-reviewed journals were considered as they represent the highest quality of research (Khan & Rah-
man, 2015).
We used the following keywords: "Brand experience" together with "tourism" and "hospitality" as well as,
"Destination brand experience", "Hotel brand experience" and "Experiential marketing" in the title and full text
of the paper to search for the most relevant studies. A total of 146 articles were extracted and selected for
screening. We used Microsoft Excel to record all entries and eliminate duplicates.
2.2. Construct conceptualization and article selection criteria

To increase reliability, we adopted the criteria for including papers from Khan and Rahman's (2015)
literature review on brand experience research by which only articles that discussed the brand experience
concept as per the definition of Brakus et al. (2009) were considered as relevant. Additionally, one study
(Yoon & Lee, 2017) applied Schmitt's (1999) Strategic Experiential Modules to measure experiences. Ac-
cording to Schmitt (1999) - The experiential modules to be managed in experiential marketing include
sensory experiences (SENSE), affective experiences (FEEL), creative cognitive experiences (THINK),
physical experiences, behaviors, and lifestyles (ACT), and social-identity experiences that result from relat-
ing to a reference group or culture (RELATE). However, by comparing the two conceptualizations, it is
possible to observe that the SENSE – FEEL – ACT – THINK Strategic Experiential Modules somewhat
correspond to the four dimensions of brand experience described by Brakus et al. (2009) as sensory, af-
fective, intellectual, and behavioral experiences evoked by brand-related stimuli. Thereby, the study was
included for further analysis.
A total of 40 papers (see Appendix for the full list of papers) met the criteria and were analyzed in terms of the
year, keywords, main objectives, research methodology and tools, key findings, sector, and, where applicable,
country of origin and theoretical perspective. Data were coded in Microsoft Excel. The search process and
article selection criteria are depicted in Table 1.

Table 1
Article search process and selection criteria
Step 1 Step 2 Step 3
Inclusion Exclusion
Published Books, conference Keywords: "Brand experience" The details of each article
academic journal proceedings, editorials, together with "tourism" and were assessed using Khan and
articles viewpoints, newspaper "hospitality" as well as, "Destination Rahman (2015) BE literature
articles, working brand experience", "Hotel brand review criteria. Articles that
papers experience" and "Experiential discussed the BE concept as per
marketing" definition provided by Brakus
Results were recorded in a et al. (2009) and Schmitt (1999)
single Microsoft Excel sheet and were included
replicated papers were removed
English articles Non-English articles
Full text available Full text not available
Total 146 40
Source: Authors' research.
3. Results
3.1. Current state of BE research in hospitality and tourism literature
The 40 selected papers were published in 25 academic journals. Among them, the International Journal of
Contemporary Hospitality Management has published the most articles (6 studies) on BE in hospitality and
tourism, followed by the International Journal of Hospitality Management (3 studies) and the Journal of Hos-
pitality Marketing and Management (3 studies). The complete list of journals is presented in Figure 1.
Figure 1
Distribution by journal
0 1 2 3 4 5 6 7
Town Planning Review
Tourism Management Perspectives
Tourism Management
Tourism and Hospitality Management
Spanish Journal of Marketing
Journal of quality assurance in hospitality & tourism
Journal of Vacation Marketing
Journal of Travel Research
Journal of Travel & Tourism Marketing
Journal of Services Marketing
Journal of Hospitality Marketing & Management
Journal of Hospitality & Tourism Research
Journal of Global Scholars of Marketing Science
Journal of China Tourism Research
Journal of Brand Management
Journal of Business Economics and Management
International Strategic Management Review
International Journal of Tourism Research
International Journal of Hospitality Management
International Journal of Contemporary Hospitality Management
European Journal of Tourism, Hospitality and Recreation
European Journal of Marketing
European Business Review
Cornell Hospitality Quarterly
Annals of Tourism Research
!

3.1.1. Research methodology
The first analyzed paper was published in 2008, after which a continuous growth of academic research on BE
in the context of hospitality and tourism can be observed. Table 2 shows most of the analyzed studies preferred
quantitative over qualitative data (30 studies), while considerably fewer studies combined both quantitative
and qualitative approaches (8 studies). Qualitative methodology was applied at the beginning of BE research
in the fields of hospitality and tourism and conducted through interviews with industry experts, specifically
marketing managers of hotel brands (Zhang et al., 2008) and place brands (Hanna & Rowley, 2013). Studies
combining qualitative and quantitative research were mostly focused on identifying brand experience dimen-
sions in certain contexts (Jiménez-Barreto, Rubio et al., 2019; Ahn & Back, 2018) or developing their own
measurement scales for hotel brand experience (Khan & Rahman, 2017). Based on the reviewed papers, it
is possible to conclude that qualitative research remains underrepresented in hospitality and tourism brand
experience research after its inception in 2008.
An experimental design was applied in three studies (Lee et al., 2018; Chan & Tang, 2019; Jiménez-Barreto,
Rubio et al., 2020). The experimental approach enabled the researchers to focus on selected variables, thus
minimizing the effect of other variables. This is particularly valuable since experience can sometimes be a
complex concept to study from someone's memory, and certain dimensions can be difficult to recall (Gómez-
Suárez & Veloso, 2020).
As per research tools, self-administrated and online questionnaires were employed in the majority of (quanti-
tative) studies, with participants mostly recruited from a population of previous customers, visitors, patrons,
or tourists. These studies are valuable because they examined brand experiences from a customer perspective.
However, their generalization is limited due to convenience sampling.
Participants selected from the student population were, in general, questioned as part of the (question-
naire) pre-testing phase (Wiedmann et al., 2017; Khan & Rahman, 2017; Lee et al., 2018; Khan et al.,
2019) or as the main research sample type in one study (Huaman Ramirez & Merunka, 2019). Several
studies used a sample selected from online panels (Lee & Jeong, 2014; Jiménez-Barreto, Rubio et al.,
2019; Jiménez-Barreto, Sthapit et al., 2019; Touni et al., 2020; Jiménez-Barreto, Rubio, Campo Martínez
et al., 2020).
Regarding data analysis techniques implemented in quantitative studies, structural equation modeling and
factor analysis were the most widely used techniques (Lee & Jeong, 2014; Hussein et al., 2015; Wiedmann et
al., 2017; Khan & Rahman, 2017; Kumar & Kumar Kaushik, 2017; Nysveen et al., 2018; Castañeda García
et al., 2018; Ahn & Back, 2018; Khan et al., 2019; Gómez-Suárez & Veloso, 2020; Touni et al., 2020, Khan
et al., 2020; Lin & Wong, 2020).
• Factor analysis was used as the first step to evaluate the measurement model – asses its validity and
reliability.
• Secondly, structural equation modeling was performed to test the hypotheses – examine construct
relationships. In some studies, PLS (partial least squares), which is an approach to structural equation
modeling, was used to analyze the data (Barnes et al., 2014; Khan et al., 2017; Moreira et al., 2017;
Ong et al., 2018; Hussein, 2018; Jiménez-Barreto, Rubio et al., 2019).
Another observed technique was the interpretive structural modeling (ISM) approach (Khan & Rahma,
2017a), used to identify the factors of hotel brand experience and determine the interrelationships among
them through the development of a reliable and robust hierarchy-based model. Furthermore, multivariate
analysis of variance (MANOVA) with univariate follow-up tests was used in an experimental study (Lee et
al., 2018).

Table 2
Evolution of BE in hospitality and tourism research methodology
Year No. of papers Qualitative Quantitative Mixed
2008 1 1 --- ---
2013 2 1 1 ---
2014 2 --- 2 ---
2015 3 --- 1 2
2016 1 --- 1 ---
2017 8 --- 6 2
2018 9 --- 8 1
2019 6 --- 4 2
2020 8 --- 7 1
Total 40 2 30 8
3.1.2. Research context

BE in hospitality and tourism has been explored in both the offline and online contexts. The majority of
analyzed studies were conducted in an offline context (31 studies), while nine studies focused on the online
context. Both included brands from various sectors, namely hotel brands (15 studies) and destination or
place brands (9 studies). However, restaurant or coffeehouse brands (8 studies), integrated resorts or casino
brands (3 studies), and cruise ship brands (2 studies) were exclusively studied in an offline context. Based on
the above, it is possible to conclude that the construct of online brand experience was regarded as important
for the management of hotel and destination or place brands but not for brands from other sectors.
In general, findings from the analyzed papers reveal the importance of developing positive online BE as they
can impact different stages along the customer journey – from information search and purchase (Jiménez-
Barreto, Rubio et al., 2019) to the offline brand experience, which customers experienced later during their
stay at the location (Castañeda García et al., 2018). Authors agree that the online setting is where, in most
instances, the first contact between a potential customer and a hospitality or tourism brand occurs and
therefore see technology as a framework enabling the process of customer and provider co-creation of value
(Castañeda García et al., 2018; Vargo & Lusch, 2004).
Researchers have mainly directed their attention toward hotel brand experiences in both online and offline envi-
ronments. This is in line with previous literature stating that the hotel is a fundamental element in the tourism
sector, often providing a hub for the experiences that promote tourists' psychological well-being (Gómez-Suárez
& Veloso, 2020). Because tourists are generally traveling for pleasure, academics and professionals agree that
hotels need to generate unique, emotional, and unforgettable experiences that facilitate desirable consumer
behaviors (Kang, 2015; Khan & Rahman, 2015; Gómez-Suárez & Veloso, 2020). While physical facilities can
be copied by other hospitality providers, customer experience cannot be easily reproduced, and thus, the experi-
ence embodies the uniqueness of the hospitality brand (Manthiou et al., 2016). The same shift was observed
in destination brand management, where destination brand experience, described as a new conceptualization
in assessing the holistic and unified view of tourism destinations, has emerged as a critical tool for achieving
competitive advantage (Kumar & Kumar Kaushik, 2017). In the restaurant and coffeehouse sector, where
every touch point, such as food, price, environment, and service, can be an experience itself, authors describe
the brand experience as a vital differentiation tool to win customers' loyalty (Ong et al., 2018).
The reviewed papers were classified into three periods, showing the evolution of BE in hospitality and tourism
according to their research context: 2008-2013; 2014-2017; 2018-2020.
• 2008-2013: All three papers published during the first analyzed period were conducted in an offline
context. Two papers were focused on place brands (Hanna & Rowley, 2013; Beckman et al., 2013), and
one studied hotel brand experiences (Zhang et al., 2008). The initial period is characterized by explorative

research aimed at better understanding how practitioners manage the place or hotel brand experience.
Later, BE started to gain substantial attention in academic research spanning different fields as Brakus et
al. (2009) published their seminal work on the conceptualization, dimensions, and measurement scale of
BE. Accordingly, scholars started to analyze what experience dimensions visitors (locals vs. tourists) obtain
from a branded place and what are the effects of those experiences in terms of word-of-mouth and revisit
intention (Beckman, Kumar & Kim, 2013).
• 2014-2017: During the next three years, the number of papers focusing on BE in the fields of hospitality
and tourism increased substantially, amounting to a total of fourteen studies – compared to only three
studies from the previous six-year-long period. During this time, researchers were mainly examining the
impacts of hotels (Manthiou et al., 2016, Yoon & Lee, 2017; Wiedmann et al., 2017; Kang et al., 2017)
destination (Barnes et al., 2014) and restaurant or coffeehouse (Hussein, & Hapsari, 2015; Ding & Tseng,
2015; Khan & Fatma, 2017; Choi et al., 2017; Moreira et al., 2017) BE. Although the concept had been
explored to some extent in the fields of hospitality and tourism during the previous period, we find re-
searchers placing greater emphasis on tourism and hospitality, which resulted in more BE scale testing as
well as additional scales specifically developed for the measurement of hotel BE (Rahman & Khan, 2017).
Empirical research conducted in an online context was introduced, exploring the official brand's website
as the medium between tourists and hotel brand content (Lee & Jeong, 2014) and providing insights into
key determinants for customers' online BE as well as their responses.
• 2018-2020: Building on the developments of the previous three years, the next phase continued to inves-
tigate the BE impact in various hospitality sectors. Hotel brands remained the leading focus of researchers,
but at the same time, cruise ships brands (Ahn & Back, 2019; Kang et al., 2020) and casinos or integrated
resort brands (Ahn & Back, 2018; Ahn & Back, 2018a; Lin & Wong, 2020) were added to the study. Ac-
cordingly, it is possible to observe that hotel BE has remained highly popular, but researchers enriched the
understanding of BE by including new segments. Over the last three years, a growing body of literature
on BE in hospitality and tourism has investigated the concept in an online context. Although this research
context received some interest from academics in 2014 and 2015, contributions to online BE increased
significantly during the last analyzed period, accounting for more than 70% of all reviewed studies on BE
in an online context. Studies focusing on online BE continued to explore the official brand's website as the
medium between tourists and destination or hospitality brand content (Lee et al., 2018; Castañeda García
et al., 2018; Jiménez-Barreto, Rubio et al., 2019, 2020). However, social media platforms started to gain
attention in recent years. Facebook, Instagram, Twitter, and YouTube – referred to as official platforms,
were studied in two papers focusing on online destination brand experience (ODBE) by Jiménez-Barreto,
Rubio et al. (2019) and Jiménez-Barreto, Rubio et al. (2020). Other online platforms include TripAdvisor
and Booking.com, which are described as social networks and evaluation-booking websites often consulted
by customers to gather more data on the hotel before the actual visit (Castañeda García et al., 2018). The
complete research context breakdown is depicted in Table 3.
Table 3
Research context evolution
Sector Online context Offline context Total sector
2008-2013 2014-2017 2018-2020 2008-2013 2014-2017 2018-2020
Hotel --- 1 2 1 6 5 15
Restaurant & coffee --- --- --- --- 5 3 8
Destination / place --- --- 4 2 1 2 9
Cruise --- --- --- --- --- 2 2
Integrated resort / casino --- --- --- --- --- 3 3
Cross --- 1 1 --- --- 1 3
Total --- 2 7 3 12 16 40

3.1.3. Country of research distribution
To identify the extent of research carried out on BE across the globe, it is important to know how many stud-
ies have been conducted in which country (Khan & Rahman, 2015). The majority of analyzed studies stating
the country of research were performed in Asia (11 studies), while the USA and European countries were
reported in six studies, respectively. South America was present in one reviewed study (Huaman Ramirez &
Merunka, 2019).
Among Asian countries, studies were mostly conducted in:
• India (Khan & Rahman, 2017;2017a; Kumar & Kumar Kaushik, 2017; Kumar & Kumar Kaushik, 2020),
• Malaysia (Manthiou et al., 2016; 2017; Ong et al., 2018),
• Indonesia (Hussein et al., 2015; Hussein, 2018),
• China (Zhang et al., 2008; Lin & Wong, 2020),
• South Korea (Yoon & Lee, 2017).
Studies from Europe took place in the following countries:
• Spain (Castañeda García et al., 2018; Jiménez Barreto, Rubio et al., 2019; Gómez-Suárez & Veloso, 2020)
• Denmark and Sweden (Barnes et al., 2014;)
• Norway (Nysveen et al., 2018), and
• Germany (Wiedmann et al., 2017).
As depicted in Figure 2, scholars have directed their attention toward developing countries. Interestingly, apart
from Spain, Europe's tourist attractions (such as France, Greece, Italy, and in recent years, Croatia or Iceland)
were mainly left out. Some studies focused on more geographical areas as part of a cross-sectional study (Khan &
Rahman, 2015) or to account for differences between perspectives, such as Spain and North America in a study
by Jiménez-Barreto, Rubio et al. (2019). The latter is particularly valuable for understanding potential cultural
effects – an area that remains yet to be explored in the domain of BE research (Hussein, 2018), as researchers are
advised to seek valuable insights by further investigating possible intra-cultural discrepancies (Lin & Wong, 2020).
Figure 2
Distribution of papers by geographical area


3.1.4. Theories used to explore BE in hospitality and tourism research
The reviewed papers presented a variety of theoretical perspectives (Lee & Jeong, 2014; Lee et al., 2015;
Kumar & Kumar Kaushik, 2017; Jeong & Oh, 2018; Castañeda García et al., 2018; Jiménez Barreto, Rubio
et al., 2019). Congruity theory was used to explain how customers' positive website experience reflected their
self-concept, channel congruence, and congruent values, leading to positive responses in a study performed
by Lee and Jeong (2014). Specifically, the authors investigated how self-image congruity, online–offline brand
image congruity, and value congruity influenced customers' online brand experiences and their brand trust.
Similarly, Kumar and Kaushik (2017) applied the concept of brand identification to explain the relationship
between destination brand experience, brand trust, and loyalty. The concept of brand identification is based
on social identity theory that defines brand identification as a perceptual construct (Mael & Ashforth, 1992),
implying identity matching and identity fit (Kumar & Kumar Kaushik, 2017).
Ding and Tseng (2015) examined the mediation mechanism to account for the influence of BE on brand
loyalty by integrating the experiential view of consumption and the appraisal theory of emotion in a restaurant
setting. The research showed that brand awareness, associations, perceived quality, and hedonic emotions
mediated the relationship between BE and brand loyalty. Moreover, the experiential view of consumption
rather than the appraisal theory of emotion played a dominant role in accounting for brand experience's
influence on brand loyalty. Kang et al. (2017) investigated the impact of brand experiences on attachment,
knowledge, and trust by incorporating the principles of attachment theory which proposes that interactions
with a subject significantly influence individuals' attachment to the subject. Additionally, the authors explain
that customers' knowledge of a brand is strengthened by the accumulative consumption of experiences.
Transportation Theory and Cognitive Theory of Multimedia Learning were applied in the online research
context. Transportation theory focuses on customers' immersion into the story and their subjective experience,
enabling them to fill the gap and create their own meanings in the story (Lee et al., 2018, p. 70). Lee et al.
(2018) proposed hotel marketers should design their websites featuring story-format sensory marketing since
hotel websites, including story-format sensory information, heightens customers' transportation experiences,
BE, emotions, and trust. The study reported that customers' response types included narrative persuasion,
experiential, emotional, and cognitive responses. Cognitive Theory of Multimedia Learning (CTML) was
described as the cognitive process whereby people learn through presentation of textual and pictural informa-
tion via electronic devices (Jimanez-Barreto, Rubio et al., 2019, p. 247 based on Mayer & Moreno, 2002).
Jimanez-Barreto, Rubio et al. (2019) explain how consumers quickly receive and localize information from
electronic environments through sensory channels and can manipulate this information in a conscious man-
ner by means of working memory to ultimately build meaning and obtain a deeper understanding of the
information presented. Accordingly, CTML was used to propose a relationship between an initially sensorial
experience that influences a subsequent cognitive experience in the online context.
Lastly, previous studies have adopted the value co-creation perspective to emphasize the interdependence be-
tween customers and the service provider as a form of symbiotic force that attenuates how offline and online
brand experiences are cocreated (Castañeda García et al., 2018; Lin & Wong, 2020). Lin and Wong (2020)
conceptualized BE as a moment of truth when customer's responses are evoked by brand-related stimuli that
differentiate one brand from another and investigated triadic interactions among casino patrons by modeling
employee-to-customer (E2C) interactions as boundary conditions that moderate the effect of customer-to-
customer (C2C) and customer-to-companion (Cu2Co) interaction quality on BE.
3.1.5. Dimensionality approaches

To explain the dimensionality of BE in hospitality and tourism, the analyzed papers focused on both scale
development and testing. Scale testing mainly involved the application of the Brakus et al. (2009) scale in

the context of hotels (Manthiou et al., 2016), destinations (Barnes et al., 2014), and restaurants (Hussein
et al., 2015).
Brakus et al. (2009) demonstrated that brand experience is composed of four dimensions, namely sensory,
affective, intellectual, and behavioral, which are differentially evoked by various brands and constructed on a
scale consisting of 12 items. Sensory experience describes aesthetics as well as sensory attributes that can be
detected through sensory organs such as smell, vision, touch, and hearing (Brakus et al., 2009; Kang et al.,
2017). More specifically, sensory experiences in a hospitality context are created when a guest interacts with
a hotel's atmosphere, especially through music, scent, and visual interior design (Manthiou et al., 2016).
The affective experience dimension includes feelings and sentiments (Brakus et al., 2009). Marketers agree
that affective experience is crucial for generating customers' perceptions about a brand and influencing their
purchase decisions (Schmitt, 1999). The behavioral experience involves a certain type of behavioral response
in which individuals become physically active or show alternative lifestyles and interactions (Manthiou et al.,
2016). The fourth dimension – intellectual experience, refers to an event or place that stimulates individuals
(thinking and makes them feel curious (Kang et al., 2017). Authors used examples such as new technologies
in a hotel room or awareness about environmental degradation to explain how marketers can increase intel-
lectual stimulation.
On the other hand, several researchers pointed out that the indiscriminate use of the theoretical perspective
from the studies of Schmitt (1999) and Brakus et al. (2009) represents a developmental issue in BE research
because most authors apply them without providing any additional criticism or theoretical elaboration (An-
dreini et al., 2018; Gómez-Suárez & Veloso, 2020). Accordingly, they argue in favor of applying BE dimen-
sions and measurement scales specifically designed for the purpose of hospitality and tourism brand studies
(Khan & Rahman, 2017; Gómez-Suárez & Veloso, 2020) or extending the four-dimensional BE scale to
include additional context-specific BE dimensions (Jiménez-Barreto, Rubio et al., 2019).
Based on the findings of several reliability and validity tests, as well as from scale replications across several
different samples, Khan and Rahman (2017) developed a 17-item five-dimensional hotel brand experience
scale. According to the authors, hotel brand experience consists of (1) hotel location, (2) hotel stay and
ambiance, (3) hotel staff competence, (4) hotel website and social media experience, and (5) guest-to-guest
experiences. The scale was later tested in another study by Gómez-Suárez and Veloso (2020), which confirmed
that the experience scale meets all the psychometric properties related to validity and reliability. The authors
argued that the four dimensions of the Khan and Rahman scale (2017) – location, staff, atmosphere, and
Web – referred to more observable and easy-to-remember issues, while the items that reflect the dimensions
of Brakus et al.'s (2009) model are difficult to understand in a study that depends on participants' memory
rather than a previous experiment or particular stimuli exposure. However, the authors underlined that the
proposed model and obtained results indicated that location, staff, atmosphere, and Web as dimensions are
not a reflection of experience but rather are shaped as antecedent constructs.
Castañeda García et al. (2018) defined the experience in an online environment "…as the global experience
deriving from consumer interactions with different platforms where the tourist seeks to find hotel information"
(p. 27). The authors applied four dimensions of the online experience medium: (1) pragmatic, (2) hedonic,
(3) sociability, and (4) usability to measure online hotel brand experiences of customers exposed to official
websites, TripAdvisor and Booking.
Jiménez-Barreto, Rubio et al. (2019) focused their research on dimensions of positive online destination brand
experience and extended the four-dimensional scale created by Brakus et al. (2009) to include "interactive"
and "social" experiences. The authors argued that the focus of brand managers should be on generating sen-
sory, affective, behavioral, and intellectual experiences as well as fostering person-to-person connections and
enabling users to create content on the brand's official digital platforms.

To conclude, the above-discussed findings suggest that BE research in hospitality and tourism can be suc-
cessfully conducted by implementing measurement scales from the studies of Schmitt (1999) and Brakus
et al. (2009). However, hospitality and tourism research could benefit from further refinement of measure-
ment items in the original scale with a goal to eliminate any ambiguity (Beckman, Kumar, & Kim, 2013) or
include additional dimensions to account for specific and various interactions resulting in brand experiences
on digital platforms (Jiménez-Barreto, Rubio et al., 2019).
3.2. A conceptual framework of BE in hospitality and tourism

To better understand the antecedents and consequences of BE, we summarized key findings from previous
empirical research and presented a comprehensive conceptual framework of BE in hospitality and tourism
(Figure 3).
3.2.1. Antecedents of BE in hospitality and tourism

Khan and Rahman (2015) proposed a conceptual framework with event marketing, brand contacts, brand-
related stimuli, and storytelling as offline antecedents and trust and perceived usefulness as online antecedents of
brand experience in multiple research fields, including but not focused on brands from the fields of hospitality
and tourism. Later, Khan et al. (2017) empirically tested event marketing, brand clues, and marketing com-
munications as antecedents in a restaurant brand setting. Based on the reviewed papers, additional variables
reported as BE antecedents in hospitality and tourism literature could be observed. In particular, the following
topics emerged as important when designing superior BE in hospitality and tourism: (1) technology-driven
antecedents, (2) multi-sensory marketing, (3) interactions, (4) congruity, and (5) brand image.
Robotic services were observed as a technology-driven antecedent in previous studies. Chan and Tung (2019)
examined the effects of robotic service on BE as well as the moderating role of the hotel segment. The find-
ings suggested higher levels of sensory and intellectual experience from robotic service but lower levels of
affective experience. For behavioral experience, robotic service influenced a higher rating for midscale and
budget hotels but not for luxury hotels. Jiménez Barreto, Rubio et al. (2019) explained that if a website is
able to provide esthetically motivating elements (images, graphics, or videos), attractive content, and easy
access, it is perceived as being more useful and relevant. The authors proved how perceived web site quality
acts as an antecedent to the ODBE. Del Valle Galindo and Martínez Suárez (2018) reported a significant
and positive effect of online experience on the construct of offline experience. According to the authors, the
online experience was found to be significant in conditioning the tourist experience during the stay, probably
because it offered a better knowledge of the resources, activities, and initiatives that the hotel offers.
Several authors centered their research around the effects of multi-sensory marketing (Lee & Jeong, 2018;
Moreira et al., 2017; Wiedmann et al., 2017). Multi-sensory marketing was defined as "…marketing that
engages the consumers' senses and influences their perceptions, judgements and behaviors" (Krishna, 2012,
p. 333, cited by Wiedmann et al., 2017). Wiedmann et al. (2017) examined the causal relationships among
multi-sensory marketing, BE, customer perceived value, and brand strength. The results suggested that multi-
sensory marketing is an important means of establishing BE. In addition, both are key drivers of customer
perceived value and significantly influence brand strength. Moreira et al. (2017) discovered that sensory
stimulation positively influences BE and brand equity, which, in turn, has a positive impact on intentions to
purchase the brand in question. Lin and Wong (2020) analyzed a triadic interaction model with respect to
how customer-to-customer, customer-to-companion, and employee-to-customer interactions could cultivate
brand experience and, ultimately, brand attachment. The findings suggested that low quality of employer-to-
customer interaction during the service encounter could hamper the customer-to-customer quality effect and
proved that customers' roles (both as strangers and companions) in the service encounter are the foundation
of cocreating a memorable customer experience.

Nysveen et al. (2018) aimed to examine the influence of brands' innovativeness and green image on customers'
sensory, affective, cognitive, relational, and behavioral brand experience and, through that, on brand satisfac-
tion. Their study revealed the positive influences of new green products as well as the positive influence of
perceived brand innovativeness on perceived green image and concluded that brand innovativeness and green
image could help build strong brand experiences as well as brand satisfaction.
In conclusion, the papers analyzed a wide range of variables affecting brand experience and sought to present
a unified framework of its antecedents as well. At the same time, the authors called for further research into
brand experience antecedents in different settings.
3.2.2. Consequences of BE in hospitality and tourism

All reviewed papers have analyzed the impact of BE to some extent. Accordingly, the topic was approached
through both customer-related effects and brand-related effects. Customer-related effects were evaluated in
terms of customer satisfaction, service quality, perceived value, visit and revisit intention, word-of-mouth,
willingness to pay more, attitudes, hedonic emotions, and emotional attachment.
A large body of literature on brand experience in hospitality and tourism has investigated the impact of
brand experience on customer satisfaction. Building on the work of Pine and Gilmore (1998), Brakus et
al. (2009) suggested that experiences provide value and, in doing so, increase customers' satisfaction with
brands. In line with this, Wiedmann et al. (2017) confirmed that multi-sensory brand experiences stimulate
various dimensions of customer perceived value, including financial, functional, social, and individual value.
Interestingly, Barnes et al. (2014) tested the influence of brand experience on satisfaction in a destination
context and reported positive influences of sensory and affective experiences on destination satisfaction but
no significant influences of intellectual and behavioral experiences.
Other papers revealed that brand experience exerts a positive impact on customer loyalty. Ong et al. (2018)
sought to determine the relationships between each component of brand experience and customers' true brand
loyalties in a restaurant service context. Findings revealed that different types of brand experience influence
each customer's true brand loyalty differently, thus confirming that the study of BE impact should account
for individual effects of brand experience dimensions.
Finally, Gómez-Suárez and Veloso (2020) found that brand experience had a significant and direct influence
on word-of-mouth recommendations. By providing unique and unforgettable experiences, hotels can obtain
brand promoters and co-creators of value through positive recommendations.
Most of the research on brand experience in hospitality and tourism has centered on brand-related effects,
more specifically on brand strategy constructs such as brand satisfaction (Nysveen et al., 2018), brand loyalty
(Ding & Tseng, 2015; Mathieu et al., 2016; Hussein et al., 2015; Khan et al., 2019; Khan et al., 2020), brand
relationship (Yoon & Lee, 2017), brand strength (Wiedmann et al., 2017), brand equity (Moreira et al., 2017;
Castañeda Garcíaet et al., 2018), brand identification (Kumar & Kumar Kaushik, 2017), brand engagement
(Ahn & Back, 2018; Touni et al., 2020), brand attachment (Huaman et al., 2019; Gómez-Suárez & Veloso,
2020; Lin & Wong, 2020), brand knowledge (Manthiou et al., 2016), brand trust and credibility (Khan et al.
2017; Khan et al., 2019).
Nysveen et al. (2018) examined the influence of green image on brand satisfaction via brand experiences
and revealed that sensory and behavioral experiences had a positive influence on brand satisfaction in hotels
but found no significant effect on affective and relational experiences. The authors argue that for hotels with
different experiential foci, other results will probably be revealed. "Among hotels offering gourmet food, for
example, sensory experiences will likely have a significant influence. Hotels designed for wedding arrange-
ments will likely find significant influences of affective experience" (p. 2921). Given this, the authors strongly
recommended that future research test the framework among hotels with various experiential foci.

Brand loyalty was by far the most researched outcome of BE among the analyzed studies, which is in line
with Khan and Rahman (2015). The well-established notion that superior value creation is vital for a business
looking to achieve better profits for sustainable business performance through customer loyalty (Reichheld,
1996; Ong et al., 2018) was referenced as a key motivation for studying BE in relation to brand loyalty.
Manthiou et al. (2016) analyzed the direct and indirect influence of brand experience on brand loyalty. They
proposed that consumers build cognitive structures or brand knowledge after experiencing a brand and form
memories that serve as the basis for consumers' preferences. Thus, richer brand experiences lead to higher
brand knowledge which in turn builds brand loyalty. The results confirmed the influence of brand experience
but also showed this was partially mediated by the effect of brand knowledge.
Brand identification was reported as an important mediator for the relationship between destination brand
experience and destination trust as well as between destination brand experience and destination loyalty
(Kumar & Kumar Kaushik, 2017). Other studies introduced moderating effects in the relationship between
hotel brand experiences and hotel brand loyalty, such as gender, loyalty card membership, age, and critical
incident recovery (Khan et al., 2020). Furthermore, the relationship between brand experience and brand
loyalty was tested in the context of restaurant brands showing both direct and indirect effects via customer
satisfaction (Hussein et al., 2015). In a cross-sectional services study, Khan et al. (2019) incorporated brand
engagement, brand experience, brand trust, and commitment into a framework emphasizing the role of brand
commitment as a mediator. Brand engagement was the analyzed end-outcome of two additional studies (Ahn
& Back, 2018; Touni et al., 2020). All studies in this section confirmed the decisive role of brand experience
in developing consumer-brand relationships. On the other hand, certain authors suggested additional research
should be performed focusing on the effects of individual dimensions (Huaman Ramirez & Merunka., 2019;
Ong et al., 2018), while other proposed testing mediation models (Ding & Tseng, 2015) to facilitate the
interpretation of experiential marketing.
Figure 3
A conceptual framework of BE in hospitality and tourism

4. Conclusion and future directions
Fierce competition in the marketplace has made products and services commoditized and less competitive
(Pine & Gilmore, 1998; Ding & Tseng, 2015). To escape the commoditization trap, practitioners are investing
in experiences, which in turn has elevated BE into a priority research construct for marketing scholars across
various industries (Brakus et al., 2009; Gilmore & Pine, 2002). So far, the construct has received notice-
able attention in the hospitality and tourism industry, where almost every service can be leveraged to stage a
compelling experience (Gilmore & Pine, 2002). However, a systematic review of previous research has not
yet been performed. Therefore, the present study makes a contribution as it attempts to identify the most
relevant insights into BE in hospitality and tourism by analyzing and systematically presenting the academic
literature. The reviewed papers suggest that BE is a critical and substantial ingredient of successful tourism
and hospitality brand management. Although a steady increase of research papers exploring the construct of
BE has been observed, there are still areas that could benefit from further analysis. Drawing on the previous
discussion of the literature, research gaps were identified. We discuss potential themes for future research with
respect to the following six areas: (1) research methodology, (2) research context, (3) country of research, (4)
theoretical perspective, (5) dimensionality approach as well as (6) antecedents and outcomes of BE.
First, when it comes to research methodology, BE researchers in hospitality and tourism seem to favor quan-
titative, empirical research over qualitative or conceptual approaches. This represents a potential shortcoming
since BE is a relatively new concept in hospitality and tourism brand management literature, and conceptual
studies could help establish the construct (Rahman & Khan, 2015). Additionally, future research choosing a
qualitative approach could include experts from various sectors, but also marketing communication profes-
sionals as communication is one of the key brand-related stimuli shaping experiences (Brakus et al., 2009),
altogether providing further insight into the process of promoting customers' future experiences across online
and offline channels. Overall, a reassessment of the BE design and evaluation process, as seen by marketing
experts, could offer a new perspective on key dimensions, barriers to successful implementation as well as
expectations from investing in BE.
Second, with respect to the research context, future studies combining both online and offline are welcomed
to explain how the two impacts each other and, furthermore, how marketers can better integrate online and
offline BE touch points. Additional research is needed to better understand how different online and offline
brand touch points influence each stage of the customer journey (Lemon & Veheof, 2016). Moreover, it is
possible to extend the understanding of online BE by analyzing the potential of restaurants and coffeehouse
brands to create symbolic value for customers via online touch points.
Applying a theme could represent a novel area of interest in the context of destination and place brand man-
agement. The destination brand literature already recognized how even a singular tourism magnet, described
as the Bilbao effect, can have a transformational effect (Franklin, 2019). Alternatively, places and destinations
host events to provide visitors with unique opportunities to live memorable experiences, which, in turn, could
enhance their appeal and attractiveness (Guerreiro et al., 2020). Upcoming studies could examine the po-
tential of themes as well as events in fostering superior destination BE by answering questions such as: "How
does theming or organizing specific events affect BE across different stages of the destination visitor journey?
How can destination brand managers choose between various themes, tourism magnets, and/or events? And
"What are the moderators conditioning positive outcomes? ".
In addition, authors have pointed out the disruptive effects of digital development on the economy and so-
ciety, which have resulted in the emergence of new players such as Airbnb (Ramón-Rodríguez et al., 2021).
Accommodation providers in the sharing economy are increasingly competing with the hotel industry vis-à-
vis the guest experience (Mody et al., 2017). On the other hand, there were no studies directly connecting
BE with such accommodation providers, which could present an area of interest for future studies. It would

therefore be potentially worth asking: "How does BE in this particular segment relate to brand trust and
brand authenticity in comparison with other hospitality providers?".
Third, while some geographical areas were well represented in academic literature, others were completely left
out. For example, hospitality and tourism brands from Australia and New Zealand have not yet been studied
in terms of BE. On a country level, it seems that traditional tourism destination brands with fierce competition
have been underrepresented by Khan and Rahman (2015). On a global level, the Covid-19 pandemic led to
a rise in the popularity of work from anywhere, and the emergence of digital nomads as an important tourist
segment (Choudhury, et al., 2020). Thereafter, both developing and developed markets could be interested
in how digital nomads, described as "…young professionals working solely in an online environment while
leading a location independent and often travel reliant lifestyle where the boundaries between work, leisure
and travel appear blurred" (Reichenberger, 2018, p. 364) experience destinations and hospitality brands.
Fourth, when it comes to referencing a specific theoretical perspective, we expect co-creation as well as social
behavior theories to guide a growing number of future BE research in hospitality and tourism. This is because
authors report that brands are increasingly taking advantage of social media connectivity to foster organic
consumer interactions and deliver personalized customer service in real-time with the goal of empowering
co-creation (Buhalis & Sinarta, 2019). More to the point, certain authors even state that customer involve-
ment and enactment in the service delivery process is now a key value-added process that enhances customer
experience (Wen et al., 2021).
Fifth, researchers are starting to recognize the role of BE as an underlying mechanism guiding customers'
responses to key marketing strategies. Mediation through BE has been identified in a number of studies
(Moreira et al., 2017; Ahn & Back, 2018; Seong et al., 2018; Jiménez Barreto, Rubio et al., 2019), further
enriching the understanding of the construct in hospitality and tourism brand management literature. In the
future, both individual dimensions and holistic approaches could be considered since experience dimensions
can have different effects when examined individually (Ong et al., 2018). This seems to vary according to
the experiential foci of the brand as well (Nysveen et al., 2018), a hypothesis that could be empirically tested
in future studies.
Sixth, outcomes of BE were extensively covered in hospitality and tourism brand management literature and
will continue to represent an integral part of BE research. As the most heterogeneous area, the question of
designing superior BE was approached by incorporating principles from multiple disciplines. Based on the
reviewed papers and recent market developments, we suggest that the principles from multi-sensory marketing,
digital marketing, and green marketing, as well as their combination, will have the greatest impact on future
BE research. With the adoption of new technologies, it is possible to observe a substantial increase in studies
focusing on digital interactions and brand experience (Petit et al., 2019). Research including all sensory stimuli
is especially important for the online context, where the study of sensory interaction has been limited to visual
inputs delivered through storytelling (Lee et al., 2018). On the other hand, digital interactive technologies have
already made other sensory interfaces available (such as touch screens, together with a range of audio, virtual,
and augmented solutions) for people to interact online (Petit et al., 2019). Therefore, future contributions
are necessary to determine the influence of new technologies on delivering superior BE via multiple sensory
stimuli and across all stages of the customer journey. This is important because, in the future, customers are
expected to undergo radically new experiences owning to new technologies (Hoyer et al., 2020; Morgan, 2020).
The World Tourism Organization has been promoting sustainable tourism for years now (Harchandani &
Shome, 2021), and hotels are increasingly resorting to green marketing strategies to meet customers' rising
eco-awareness (Wu & Chen, 2014). As a result, delivering services in a sustainable manner through the de-
velopment and adoption of green technologies and related services currently represents a leading priority for
service research (Ostrom et al., 2010, cited by Rosenbaum & Wong, 2015). However, only one reviewed study

has proposed and empirically tested the role of BE as a mediator between green image, brand innovativeness,
and brand satisfaction (Nysveen et al., 2018) and found a significant mediation effect for two dimensions of
BE. Future studies are encouraged to test the influence of green image on brand experience as well as the role
of BE in driving brand satisfaction, loyalty, authenticity, engagement, citizenship behavior, etc., as a reaction
to green marketing strategies. More specifically, it could be worth asking: "how do the mediation effects of BE
compare with mediation effects by well-established concepts in customer-brand relationship literature such as
customer-brand identification (Bhattacharya & Sen, 2003; Cha et al., 2016)? In addition, we already know that
the COVID-19 pandemic has significantly affected the competitiveness and sustainability of tourism activity
(Ramón-Rodríguez et al. 2021). Accordingly, additional insights are needed to evaluate the COVID-19 pan-
demic effects on the relationship between green marketing strategy, brand experience, and customer behavior.
As customers are increasingly using social media platforms such as Facebook, Instagram, or Twitter to express
themselves, empirical research aimed at understanding how to approach the design of BE with the goal of
facilitating user-generated content (UGC) is needed. Differently from e-WOM, user-generated content is
generated, and not just conveyed, by users (Roma & Aloini, 2019) and has not yet been studied in relation
to hospitality and tourism BE. Hence, we suggest the discussed themes could enrich the knowledge of BE
and potentially result in more actionable guidelines for the design of effective multi-sensory, digital, and
green marketing programs.
Finally, the reviewed articles on BE in hospitality and tourism have not included negative brand experiences.
This is an understudied but important area since tourism and hospitality are full of frequent contact between
customers and firms, where the probability of negative customer behavior is likely (Chen et al., 2020). Thereby,
future research could focus on the conceptualization of the construct or provide a better understanding of
the mechanisms by which negative experiences could be transformed into positive ones.
5. Limitations of the study

There are several limitations to this study: First, the review is limited to papers published in English. Further-
more, the choice of categories for coding the gathered data might lead to the omission of certain valuable
insights. What's more important, the review is limited to papers that included or directly contrasted the
conceptualization of brand experience offered by Brakus et al. (2009). This was done in order to focus the
discussion and increase reliability, as suggested by Khan and Rahman (2015) in their review paper on BE in
various industry settings. By doing so, we were also able to discuss the evolution of findings from previous
empirical research regarding the antecedents and consequences of BE. However, future reviews could include
other conceptualizations to provide a different perspective on the construct (see So & King, 2010). Finally,
the method of content analysis is subject to personal interpretation. Future research could combine content
analysis with best practice case studies to discuss how emerging areas in hospitality and tourism brand man-
agement are shaping brand experiences.
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Appendix
List of analyzed papers by chronological order (not included in the reference list)
1. Zhang, J., Cai, L.A., & Kavanaugh, R.R. (2008). Dimensions in building brand experience for economy hotels—A case of
emerging market. Journal of China Tourism Research, 4(1), 61-77.
2. Hanna, S., & Rowley, J. (2013). Place brand practitioners' perspectives on the management and evaluation of the brand
experience. Town Planning Review, 84(4), 495-515.
3. Beckman, E., Kumar, A., & Kim, Y. (2013). The impact of brand experience on downtown success. Journal of Travel
Research, 52(5), 646-658.
4. Lee, S., & Jeong, M. (2014). Enhancing online brand experiences: An application of congruity theory. International
Journal of Hospitality Management, 40, 49-58.
5. Barnes, S.J., Mattsson, J., & Sørensen, F. (2014). Destination brand experience and visitor behavior: Testing a scale in the
tourism context. Annals of Tourism Research, 48, 121-139.
6. Khan, I., & Rahman, Z. (2015). A review and future directions of brand experience research. International Strategic
Management Review, 3(1), 1-14.
7. Hussein, A., Taufiq I., & Hapsari, R. (2015). The formation of brand loyalty in Indonesian restaurant industry. European
Journal of Tourism, Hospitality and Recreation, 6(2), 67-98.
8. Ding, C.G., & Tseng, T.H. (2015). On the relationships among brand experience, hedonic emotions, and brand equity.
European Journal of Marketing, 49(7/8), 994-1015.
9. Manthiou, A., Kang, J., Sumarjan, N., & Tang, L. (2016). The incorporation of consumer experience into the branding
process: An investigation of name‐brand hotels. International Journal of Tourism Research, 18(2), 105-115.
10. Yoon, S.-J., & Lee, H.-J. (2017). Does customer experience management pay off? Evidence from local versus global
hotel brands in South Korea. Journal of Hospitality Marketing & Management, 26(6), 585-605.
11. Wiedmann, K., Labenz, F., Haase, J., & Hennigs, N. (2017). The power of experiential marketing: exploring the causal
relationships among multi-sensory marketing, brand experience, customer perceived value and brand strength.
Journal of Brand Management, 25(2), 101-118.
12. Khan, I., & Rahman, Z. (2017). Development of a scale to measure hotel brand experiences. International Journal of
Contemporary Hospitality Management, 29(1), 268-287.
13. Khan, I., & Rahman, Z. (2017). Brand experience anatomy in hotels: An interpretive structural modeling approach.
Cornell Hospitality Quarterly, 58(2), 165-178.
14. Kang, J., Manthiou, A., Sumarjan, N., & Tang, L.R. (2017). An investigation of brand experience on brand attachment,
knowledge, and trust in the lodging industry. Journal of Hospitality Marketing & Management, 26(1), 1-22.
15. Kumar, V., & Kumar Kaushik, A. (2018). Destination brand experience and visitor behavior: The mediating role of
destination brand identification. Journal of Travel & Tourism Marketing, 35(5), 649-663.
16. Khan, I., Rahman, Z., & Fatma, M. (2017). Antecedents and outcomes of brand experience: An empirical study. Journal
of Brand Management, 24, 439-452.
17. Choi, Y.G., Ok, C., & Hyun, S.S. (2017). Relationships between brand experiences, personality traits, prestige,
relationship quality, and loyalty: An empirical analysis of coffeehouse brands. International Journal of Contemporary
Hospitality Management, 29(4), 1185-1202.
18. Moreira, A.C., Fortes, N., & Santiago, R. (2017). Influence of sensory stimuli on brand experience, brand equity and
purchase intention. Journal of Business Economics and Management, 18(1), 68-83.
19. Nysveen, H., Oklevik, O., & Pedersen, P. (2018). Brand satisfaction: Exploring the role of innovativeness, green image
and experience in the hotel sector. International Journal of Contemporary Hospitality Management, 30(9), 2908-2924.
20. Lee, S., Jeong, M., & Oh, H. (2018). Enhancing customers' positive responses: Applying sensory marketing to the hotel
website. Journal of Global Scholars of Marketing Science, 28(1), 68-85.

21. Castañeda García, J., Del Valle Galindo, A., & Martínez Suárez, R. (2018). The effect of online and offline experiential
marketing on brand equity in the hotel sector. Spanish Journal of Marketing - ESIC, 22(1), 22-41.
22. Ahn, J., & Back, K.-J. (2018). Beyond gambling: Mediating roles of brand experience and attitude. International Journal
of Contemporary Hospitality Management, 30(10), 3026-3039.
23. Ahn, J., & Back, K.-J. (2018). Antecedents and consequences of customer brand engagement in integrated resorts.
International Journal of Hospitality Management, 75, 144-152.
24. Ong, C.H., Lee, H.W., & Ramayah, T. (2018). Impact of brand experience on loyalty. Journal of Hospitality Marketing &
Management, 27(7), 755-774.
25. Kim, M., Shin, D., & Koo, D. (2018). The influence of perceived service fairness on brand trust, brand experience and
brand citizenship behavior. International Journal of Contemporary Hospitality Management. 30(7), 2603-2621.
26. Hussein, A.S. (2018). Effects of brand experience on brand loyalty in Indonesian casual dining restaurant: Roles of
customer satisfaction and brand of origin. Tourism and Hospitality Management, 24(1), 119-132.
27. Chan, A.P.H., & Tung, V.W.S. (2019). Examining the effects of robotic service on brand experience: The moderating role
of hotel segment. Journal of Travel & Tourism Marketing, 36(4), 458-468.
28. Khan, I., Hollebeek, L., Fatma, M., Islam, J., & Rahman, Z. (2019). Brand engagement and experience in online services.
Journal of Services Marketing, 34(2), 163-175.
29. Jiménez-Barreto, J., Rubio, N., & Campo Martínez, S. (2019). The online destination brand experience: Development of
a sensorial-cognitive-conative model. International Journal of Tourism Research, 21, 245-258.
30. Ahn, J., & Back, K.-J. (2019). Cruise brand experience: Functional and wellness value creation in tourism business.
International Journal of Contemporary Hospitality Management, 31(5), 2205-2223.
31. Huaman Ramirez, R., & Merunka, D. (2019). Brand experience effects on brand attachment: The role of brand trust, age,
and income. European Business Review, 31(5), 610-645.
32. Jiménez-Barreto, J., Sthapit, E. Rubio, N., & Campo Martínez, S. (2019). Exploring the dimensions of online destination
brand experience: Spanish and North American tourists' perspectives. Tourism Management Perspectives, 31, 348-360.
33. Jiménez-Barreto, J., Rubio, N., & Campo Martínez, S. (2020) Destination brand authenticity: What an experiential
simulacrum! A multigroup analysis of its antecedents and outcomes through official online platforms, Tourism
Management, 77, 104022.
34. Kumar, V., & Kaushik, A.K. (2020) Does experience affect engagement? Role of destination brand engagement in
developing brand advocacy and revisit intentions. Journal of Travel & Tourism Marketing, 37(3), 332-346.
35. Gómez-Suárez, M., & Veloso, M. (2020). Brand experience and brand attachment as drivers of WOM in hospitality.
Spanish Journal of Marketing - ESIC, 24(2), 231-246.
36. Touni, R., Kim, W., Choi, H., & Ali, M. (2020). Antecedents and an outcome of customer engagement with hotel brand
community on Facebook. Journal of Hospitality & Tourism Research, 44(2), 278-299.
37. Khan, I., Fatma, M., Shamim, A., Joshi, Y., & Rahman, Z. (2020). Gender, loyalty card membership, age, and critical
incident recovery: Do they moderate experience-loyalty relationship? International Journal of Hospitality Management,
89, 102408.
38. Jiménez-Barreto, J., Rubio, N., Campo Martínez, S., & Molinillo, S. (2020). Linking the online destination brand experience
and brand credibility with tourists' behavioural intentions toward a destination. Tourism Management, 79, 104101.
39. Lin, Z., & Wong, I. (2020). Cocreation of the hospitality brand experience: A triadic interaction model. Journal of
Vacation Marketing, 26(4), 412-426.
40. Kang, J., Kwun, D.J., & Hahm, J.J. (2020). Turning your customers into brand evangelists: Evidence from cruise travelers.
Journal of Quality Assurance in Hospitality & Tourism, 21(6), 617-643.
Submitted: October 25, 2021

Revised: April 11, 2022
Accepted: May 2, 2022


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Tea Silvia Vlahovic-Mlakar / Durdana Ozretic-Dosen

Brand Experience Research in Hospitality and

2. Literature review method

Tea Silvia Vlahovic-Mlakar / Durdana Ozretic-Dosen

2.1. Search strategy

2.2. Construct conceptualization and article selection criteria

Tea Silvia Vlahovic-Mlakar / Durdana Ozretic-Dosen

Town Planning Review

Tourism Management Perspectives

Tourism and Hospitality Management

Spanish Journal of Marketing

Journal of quality assurance in hospitality & tourism

Journal of Vacation Marketing

Journal of Travel Research

Journal of Travel & Tourism Marketing

Journal of Services Marketing

Journal of Hospitality Marketing & Management

Journal of Hospitality & Tourism Research

Journal of Global Scholars of Marketing Science

Journal of China Tourism Research

Journal of Brand Management

Journal of Business Economics and Management

International Strategic Management Review

International Journal of Tourism Research

International Journal of Hospitality Management

International Journal of Contemporary Hospitality Management

European Journal of Tourism, Hospitality and Recreation

European Journal of Marketing

European Business Review

Cornell Hospitality Quarterly

Annals of Tourism Research

Tea Silvia Vlahovic-Mlakar / Durdana Ozretic-Dosen

Tea Silvia Vlahovic-Mlakar / Durdana Ozretic-Dosen

3.1.2. Research context

Tea Silvia Vlahovic-Mlakar / Durdana Ozretic-Dosen

Tea Silvia Vlahovic-Mlakar / Durdana Ozretic-Dosen

Tea Silvia Vlahovic-Mlakar / Durdana Ozretic-Dosen

3.1.5. Dimensionality approaches

Tea Silvia Vlahovic-Mlakar / Durdana Ozretic-Dosen

Tea Silvia Vlahovic-Mlakar / Durdana Ozretic-Dosen

3.2. A conceptual framework of BE in hospitality and tourism

3.2.1. Antecedents of BE in hospitality and tourism

Tea Silvia Vlahovic-Mlakar / Durdana Ozretic-Dosen

3.2.2. Consequences of BE in hospitality and tourism

Tea Silvia Vlahovic-Mlakar / Durdana Ozretic-Dosen

Source: Authors' research.

Tea Silvia Vlahovic-Mlakar / Durdana Ozretic-Dosen

Tea Silvia Vlahovic-Mlakar / Durdana Ozretic-Dosen

Tea Silvia Vlahovic-Mlakar / Durdana Ozretic-Dosen

5. Limitations of the study

Tea Silvia Vlahovic-Mlakar / Durdana Ozretic-Dosen

Tea Silvia Vlahovic-Mlakar / Durdana Ozretic-Dosen

Tea Silvia Vlahovic-Mlakar / Durdana Ozretic-Dosen

Tea Silvia Vlahovic-Mlakar / Durdana Ozretic-Dosen

Submitted: October 25, 2021

Tea Silvia Vlahovic-Mlakar / Durdana Ozretic-Dosen

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