How Destination Brand Sensescape Drives Brand Co‐Creation Behavior

ABSTRACT The present study explored the dimensionality of destination brand sensescape (DBS) and its interplay on customers' brand co‐creation behavior (CBCB). Employing a mixed‐method research design, the study utilized a multi‐stage data collection technique and analysis. Initially, a qualitative dataset was gathered through an intensive literature review, interviews, and netnography. Thematic content analysis revealed four underlying dimensions of brand sensescape: recreational, leisure, cultural, and educational. Subsequently, the dimensionality of brand sensescape was confirmed via exploratory factor analysis based on a survey of 331 sample tourists. Finally, a conceptual model was empirically tested using structural equation modelling with an independent sample ( n = 563). The results affirm the significant and positive influence of the four dimensions of DBS on CBCB. This study contributes to both theoretical understanding and practical implications in the field of destination branding by elucidating the dimensionality of DBS and its impact on CBCB.