A conceptual framework for the mediating role of the flow experience between destination brand experience and destination loyalty

The global tourism economy has created a competitive industry, and the customer experience in destination branding has emerged as a competitive tool for practitioners. It has also been attracting attention in the tourism literature. Individuals who experience high degrees of flow tend to feel more engaged in activities during their travel experiences. However, the antecedents of the flow experience and its outcomes are still limited in the literature. Considering the gaps in the literature, this study is aimed at developing a conceptual model for the mediating effect of the flow experience on the relationship between destination brand experience and destination loyalty by reviewing the extant literature. Accordingly, it has been conceptualized that the relationship between destination brand experience and the outcomes, such as satisfaction and loyalty is mediated by the destination perceived flow.