Influence of Brand Personality on Tourist Behavior in Peruvian Destinations: The Mediating Role of Experience, Authenticity, and Trust

Abstract

Despite growing interest in destination branding, empirical evidence is still limited in explaining how brand personality influences tourist behavior mediated by integrated aspects. This study addresses this research gap by proposing and testing a structural model that considers the mediating role of tourist experience, authenticity, and trust in the relationship between brand personality and tourist behavior. The methodology used was quantitative and causal–correlational, using structural equation modeling and a sample of 514 Peruvian tourists selected through non-probabilistic convenience sampling. The results show that brand personality significantly influences tourist experience and destination authenticity, while its direct effect on trust is weak. In addition, experience positively influences trust and authenticity. Significantly, authenticity and experience show direct and positive effects on tourist behavior, while trust has a negative effect. These findings contribute to the advancement of the literature by integrating a single explanatory model with experiential, cognitive, and relational variables, broadening the understanding of the indirect role of brand personality in the tourism context. From a practical standpoint, the results suggest that destination managers should focus on enhancing brand personality and authenticity.

1. Introduction

In the global tourism landscape, destinations compete not only on the basis of their tangible resources, but also by creating brands with distinct personalities that allow them to stand out and forge memorable emotional connections with tourists (S. K. Gupta et al., 2026). A destination’s character has become a key factor influencing tourists’ behavior, including their intention to return and recommend it (Gao et al., 2026). In addition, in this competitive context in which tourism companies develop, it is necessary to create stronger brands with an emotional approach to attract and retain visitors (Claudino et al., 2026). In this context, brand personality becomes a differentiating edge, allowing tourist destinations to project a unique, symbolic, and attractive identity for various tourist segments (Roy, 2026).

Despite growing recognition of the importance of brand personality in tourism marketing, doubts remain about its influence on tourist behavior, particularly on the intention to revisit and recommend the destination (Jimenez-García et al., 2025). Meanwhile, the literature argues for the importance of variables such as tourist experience, authenticity, and trust in shaping tourists’ attitudes and behaviors. Experience with the brand can have a positive influence, generating positive behavioral responses and strengthening the bond between the tourist and the destination (Tang et al., 2023). Similarly, authenticity is seen as a key factor in tourism, as many tourists seek authentic experiences that allow more meaningful connections to be established with the destination (Rickly, 2022; Shang et al., 2020). Along the same lines, authenticity and trust have been associated with positive behaviors by tourists, such as participation in tourist destinations, loyalty, and intention to recommend (R. Chen et al., 2020; Shi et al., 2022).

While it is true that the literature has sought to demonstrate the existence of a relationship between brand personality and tourist behavior, this relationship has not yet been fully explained (Mahajan et al., 2026). Research has demonstrated these direct effects but has overlooked the psychological mechanisms and experiences that mediate this relationship. Recent studies highlight the importance of variables such as experience, authenticity, and trust (Yildirim & Türkmen, 2026), since they play a key role in tourists’ decision-making, particularly in this context where travelers seek authentic, safe, and meaningful experiences. However, there is little research integrating these variables into a theoretical model that would help us understand their mediating role in relation to brand personality and tourist behavior.

In this sense, the theoretical contribution of this study involves expanding the literature on tourism branding by integrating experiential and relational variables into the analysis of brand personality. The study also contributes to research on tourism behavior by providing empirical evidence on how tourism experience, perceived authenticity, and trust act as mediating mechanisms that explain the relationship between brand personality and tourism behavior. Based on the above, this study asks the following question: how does brand personality influence tourist behavior? The objective is therefore to analyze the influence of brand personality on tourist behavior, considering the mediating role of experience, authenticity, and trust.

1.1. Literature Review

The literature shows that brand personality influences tourism behavior. It has been identified that brand personality, satisfaction, and the identity of the tourist in relation to the tourist destination are fundamental drivers of tourist behavior. Likewise, the target’s personality promotes satisfaction, identification with the destination, positive word of mouth, and intentions to revisit (Kumar & Kaushik, 2017). However, companies that must place greater emphasis on satisfaction have a crucial edge, since satisfaction influences the intention to revisit (Hultman et al., 2016).

On the other hand, brand experience plays a mediating role between brand personality and tourist behavior, acting as a channel through which brand perceptions are transformed into emotional bonds. Positive experiences promote perceptions of authenticity and strengthen attachment to the tourist destination, thereby influencing intentions to relive the experience and recommend the destination (X. Chen et al., 2025).

Likewise, authenticity serves as a mediating factor between brand personality and tourist behavior. It is a determining factor influencing intentions to revisit a location (Shi et al., 2022). When a destination conveys authenticity, that is, when its attributes, cultural values, landscape, and services are perceived as genuine and consistent with its identity, it is possible to create a more meaningful and satisfying experience for tourists. This reinforces visitors’ trust in the destination, creating a unique and authentic experience.

On the other hand, the literature shows that trust plays a crucial mediating role between brand personality and brand cognitive and behavioral responses (X. Chen & Lee, 2021). When a destination is considered transparent, that is, when it benefits from recognition, reputation, and acceptance, it influences the tourist’s confidence by generating security and credibility. In addition, this trust, forged by legitimacy, directly affects loyalty, understood as the intention to return, recommend, and maintain a sustained preference for the destination. In this sense, trust not only connects legitimacy judgments with higher valuation but also serves as a link between the tourist and the destination brand (Sharifsamet et al., 2020).

1.2. Brand Personality

Brand personality can be conceptualized as the human traits associated with a brand (Hosany et al., 2006). This concept is based on the fact that consumers assign human personality traits to brands, which influences their decisions and relationships with the brand (Heine, 2010). An adequate brand personality can be built through effective communication, lived experiences, tangible and intangible attributes, and the emotions it evokes (Sop & Kozak, 2019). On the other hand, brand personality serves as a differentiating factor that enables the tourist destination to position itself with unique attributes. Thus, a tourist destination can be perceived as adventurous, sophisticated, cozy, authentic, or safe, among other features, and these perceptions shape tourists’ preferences, their intention to visit, their satisfaction, and their loyalty (Hultman et al., 2017).

It should be added that brand personality as a concept is important for marketing professionals because today, people buy brands with personalities that they find attractive, and because people with certain characteristics buy brands whose personalities are consistent with their own (Sincić & Roglić, 2015). At the same time, according to (Vicencio-Ríos et al., 2023), brand personality has a symbolic value in the minds of consumers that explains their identification with the brand, their behavior in relation to its products and/or services, and their loyalty.

Similarly, brand personality highlights a perspective on consistency that can lead to unexplored and hidden but important aspects, such as feelings, love, and attachment, which subsequently improve compulsive buying behavior (Attiq et al., 2025).

On the other hand, organizations use brand personality as a marketing tool to foster customer loyalty, attract new customers, and improve their competitive advantage (Al-Haddad, 2025). Similarly, the relevance of brand personality in the tourism context is used as a strategic marketing tool, allowing organizations to differentiate themselves in saturated tourism markets, while also fostering loyalty and unique emotional associations by attracting segments that build stronger relationships and preferences.

1.3. Tourist Behavior

Tourist behavior can be conceptualized as the set of mental, emotional, and behavioral processes tourists exhibit as a result of their experience during a visit to a tourist destination (Hasan et al., 2023). From the perspective of tourism marketing, it could be defined as the set of processes through which tourists identify their needs, seek information, evaluate options, and ultimately decide to visit their chosen tourist destination (Teng & Chen, 2020). This perspective focuses on marketing strategies that influence those decisions (Zhou et al., 2025). On the other hand, tourist behavior is influenced by internal factors such as motivations, perceptions, and attitudes, as well as external stimuli created by tourist destinations, such as advertising, reputation, and recommendations (He et al., 2026).

Furthermore, tourism companies operate in a highly competitive and digitalized environment; analyzing tourist behavior helps them anticipate trends, personalize their offerings, and generate value over time (Borthakur & Kondasani, 2026). In this regard, understanding tourist behavior is crucial for companies to design effective strategies to meet their needs. Studying tourist behavior is essential for developing a differentiated value proposition, which helps optimize the tourist experience (Saltık & Akova, 2026). It is relevant to indicate that the experience has three stages: the first is linked to the search and choice of the destination; the second is related to the stay, the services received, transport, expenditure, and level of satisfaction; and the third stage is associated with the recommendation and return to the tourist destination in the near future (Ragab et al., 2020; Rasoolimanesh et al., 2021).

1.4. Tourist Experience

The brand experience can be conceptualized as the set of emotions, sensations, and behaviors that a tourist develops as a result of interacting with the tourist destination (Guleria et al., 2024; Steriopoulos et al., 2024). This concept addresses aspects beyond the service received; it evaluates situations that occurred before, during, and after visiting the tourist destination, and these experiences are stored in the tourist’s memory as meaningful experiences (Kong et al., 2024). From a holistic perspective, the tourism brand experience can include other aspects, such as sensory components (Lee & Kim, 2020); affective components, which would be the emotions generated (Rini et al., 2024); and cognitive components, since the tourist evaluates their perceptions regarding the tourist destination (Zhou & Chen, 2023). These factors can determine how tourists evaluate the value of the tourist destination.

1.5. Authenticity of the Tourist Destination

Brand authenticity can refer to the different perceptions tourists have of a destination’s cultural, natural, and social elements (M. Kim & Kim, 2020). Authenticity is determined by originality, which is what makes the tourist destination unique; added to this is the visitor’s experience when interacting with the destination (M. Kim & Kim, 2020).

On the other hand, authenticity comprises three important elements: subjective authenticity, which is founded on the conservation and care of the destination’s natural environment (Teng & Chen, 2020); constructive authenticity, which mainly arises from the tourist’s interpretation of what they consider authentic (V. Gupta & Sharma, 2024); and existential authenticity, which focuses on the personal experiences that allow the tourist to connect with values, experiences, and a sense of pleasure during their visit (R. Chen et al., 2020). In addition, the authenticity of the destination functions as a symbolic value that reinforces its differentiation and value proposition. A tourist destination perceived as authentic tends to elicit greater emotional commitment, satisfaction, recommendation, and loyalty.

1.6. Trust in the Tourist Destination

Trust is a key construct in tourist behavior, as tourists believe a destination is honest and competent when it meets their expectations regarding quality, safety, and the fulfillment of promises. Confidence implies a positive perception of travel risk, enabling visitors to make informed decisions and reducing uncertainty (Guo et al., 2024). Trust is a construct based on previous experience, reputation, and the coherence between the brand’s message and third-party opinions (Su et al., 2023). It is divided into two important factors: cognitive factors that are based on competence and credibility, and affective factors, which are linked to emotions, integrity, and the affection of the tourist destination towards the visitor (Chauhan et al., 2024; Zhang et al., 2025). Trust plays a preeminent role in tourists’ behavior toward the destination, serving as a mediator between brand personality and behavior (see Figure 1).

1.7. Hypothesis Development

Brand personality has been addressed from different angles in the literature. In this regard, Tsaur et al. (2023) examined the moderating influence of consumer affinity between brand personality and consumers’ intention to stay at a hotel, as well as the relationship between self-congruence and that intention. The evidence from this research supports the idea that brand personality, self-congruence, and consumer affinity have positive and significant effects on the intention to stay (S. K. Gupta et al., 2026). Likewise, brand personality is positively related to the three constructs (brand identification, lifestyle congruence, and self-congruence) of symbolic consumption (Ajeyalemi & Olarewaju, 2021).

H1. 

Brand personality influences the tourist experience.

On the other hand, the influence of brand legitimacy on authenticity and loyalty to tourist destinations has been investigated. The results showed that the brand legitimacy of the tourist destination has a positive impact on the three dimensions (consistency, credibility, and originality) of the brand authenticity of the destination. At the same time, brand authenticity positively affects perceived value, and trust in the brand has a positive impact. Furthermore, brand authenticity has a mediating impact on the relationship between brand legitimacy and perceived value and the relationship between brand legitimacy and brand trust (X. Chen & Lee, 2021). Along the same lines, research has been conducted on visitor self-expansion and perceived brand authenticity. Research shows that the brand experience in tourist destinations influences behavioral intentions, and the four dimensions of the brand experience (sensory, intellectual, behavioral, and affective) positively influence visitor self-expansion and perceived brand authenticity (X. Chen et al., 2025).

H2. 

Brand personality influences the authenticity of the tourist destination.

Brand trust emerges as an important factor. In this regard, it has been shown that communication and brand trust have a positive influence on visitor loyalty, and that both simultaneously influence loyalty (Yanu et al., 2018). In addition, the personality of the destination influences consumer attitude. While personality and attitude toward the brand have been widely studied, personality and attitude toward the destination are relatively new concepts in this field. The role of brand trust as a mediator in this context is also a new concept. The results show that personality and attitude toward the destination are partially related. The analysis reveals the mediating role of brand trust in this relationship (Sharifsamet et al., 2020).

H3. 

Brand personality influences confidence in tourist destinations.

On the other hand, Azeez (2021) investigated the impact of destination image on tourist behavior; it stimulates tourists’ desire to travel and participate in tourist activities and influences such behavior during travel decision-making, both before and after the trip. The findings show that qualitative observations focused on attractions, culture, and the environment. The practical consequences were explored, and the personality and destination behavior outcomes for first-time and repeat visitors were independently designed and evaluated. From another perspective, (Maghrifani et al., 2019) sought to understand tourist expectations through a study of Chinese tourist behavior in Bali, but the understanding of the formation of the tourist experience and its influence on tourist behavior remains limited. Their study also indicated that tourists’ experience expectations are defined as a particular event or situation that tourists perceive at the destination.

H4. 

The tourist’s experience influences the tourist’s behavior.

M. Kim and Kim (2020) analyze the dimensions of destination authenticity from the perspective of American travelers. In response to this trend, this study examined the influence of destination authenticity on place attachment, destination satisfaction, and social media interaction among international tourists. Their findings indicated that conformity and authenticity lead tourists to not only form an emotional attachment to a destination, but also to “like” and comment on posts about destinations on social media. In addition, they explored how the tourist experience and destination authenticity influence intentions to revisit and recommend the destination through positive and negative affect. These findings reveal that (i) the tourist experience has a stronger effect on negative than positive affect, (ii) positive affect plays a significant mediating role between destination authenticity and intentions to revisit, and (iii) learning is most relevant in shaping the overall tourist experience (Loureiro, 2020).

H5. 

The authenticity of the destination influences tourist behavior.

Trust has been extensively addressed in the scientific literature as a fundamental aspect of tourist behavior, particularly in contexts of uncertainty, intangibility, and perceived risk (Zhang et al., 2025). In the context of destination marketing, trust plays a key role in fostering long-term interactions between tourists and destinations (Hariani et al., 2026).

Trust is a preliminary yet fundamental aspect of tourist behavior. Studies suggest that trust acts as a mediator of the effect that brand-related stimuli have on tourist behavior (Tang et al., 2023). Furthermore, trust helps reduce uncertainty and strengthens commitment, leading to repeat visits and recommendations of a particular destination (Majeed & Kim, 2024).

H6. 

Trust in a destination influences tourist behavior.

The model presented in Figure 1 is grounded in consumer behavior theory and relationship marketing, which explain how brand perceptions influence behavior through mediating mechanisms. The three mediating variables—experience (affective), authenticity (cognitive-evaluative), and relational trust—are key in the field of tourism. They have been widely recognized in contemporary literature as determinants of tourist behavior (Bo, 2026).

2. Materials and Methods

2.1. Research Design

This study was carried out within the quantitative methodological perspective, focusing on systematizing data to describe, analyze, and establish causal relationships among the study variables (Escobedo et al., 2016). The study employed a non-experimental cross-sectional design, as the phenomena were studied in their natural context without the deliberate manipulation of study subjects (tourists). Therefore, a multivariate structural equation model design was considered; according to this structural model, the relationship between one or more observed variables and a latent factor, or the relationship between latent factors, was evaluated (Ortiz, 2018). Likewise, the data were collected at a single point in time, enabling an accurate representation of the reality under study.

2.2. Sample

The population comprised local, national, and international tourists. The inclusion criteria were tourists who visited a destination in the San Martín Region, Perú, within the last 12 months, namely Blue Lagoon, Ahuashiyacu, Thermal Baths, and Tioyacu. Likewise, for the choice of sample units, it was necessary to use a non-probability convenience sampling technique. This technique was chosen due to the accessibility of the participants and the practical limitations involved in obtaining a probability sample in tourism contexts, where the total population is not clearly defined (Ragb et al., 2020). Likewise, the sample size was determined in accordance with the minimum statistical criteria for a structural analysis. To ensure a robust structural equation model, a sample of 514 tourists was selected.

2.3. Instruments and Data Collection

To collect the data, information gathering tools were used. In accordance with the technique, the survey was considered the medium, as it is a versatile and accessible tool that allows researchers to obtain information about the behaviors, attitudes, opinions, and demographics of a target population (Medina et al., 2023). It should be noted that, in accordance with a collection schedule, the research team was organized and traveled to strategic areas (tourist destinations such as the Blue Lagoon, the Ahuashiyacu waterfalls, San Mateo, and the Tioyacu hot springs). At the data collection sites, there were both domestic and international tourists; accordingly, the survey was administered to both groups in order to gain a broader perspective on tourist behavior at Peruvian tourist destinations. Including both domestic and international tourists provides a more detailed understanding of how brand personality, experience, authenticity, and trust influence visitor behavior.

Likewise, research constructs were used to collect data and opinions from a group of people in order to answer a specific research question. However, to evaluate the brand personality variable, the instrument designed was used (Cruz-Tarrillo et al., 2022), which comprises 21 traits grouped into 3 dimensions: performance, innovation, and honesty. In addition, this scale is measured on a 5-point Likert scale, with 1 indicating complete disagreement and 5 indicating complete agreement.

On the other hand, to measure tourist behavior, it was necessary to use the instrument designed by (Cruz-Tarrillo, 2025), which measures the intention to revisit with three items (α = 0.819; CR 0.825; AVE = 0.612) and measures the intention to recommend with three items (α = 0.882; CR = 0.850; AVE = 0.654) with 5-point Likert-type categories, where 1 represents totally disagree and 5 represents totally agree.

To measure the brand experience and the other instruments, a scale was designed based on the (A. Y. P. Chang & Hung, 2021) scale, composed of two dimensions (cultural and environmental experience, services, and tourist enjoyment) and six items, with a five-point scale where 1 = strongly disagree and 5 = strongly agree. Likewise, to measure authenticity, the questionnaire was designed based on (Maciel et al., 2018). This scale is composed of two dimensions, originality and tradition, with three items in each dimension. In addition, to measure tourist confidence, an instrument was designed based on (Liu et al., 2019), composed of three dimensions and nine items.

The construction of the scales followed a rigorous process recommended by (Churchill, 1979). Subsequently, the model was validated prior to the SEM analysis to identify the factor structure of each scale.

2.4. Data Analysis

A descriptive analysis was conducted using frequencies, means, and standard deviations to characterize the tourist profile and perceptions of the variables under study. Exploratory and confirmatory factor analysis were then performed to validate the structure of each instrument. Subsequently, multivariate structural equation modeling (SEM) was conducted to evaluate the proposed model (Sahoo, 2019), thereby allowing each hypothesis to be tested. This statistical process was carried out in the first instance with SPSS V28, and then the Lavaan package in RStudio (Version 2024.04.1) was used to construct and analyze the structural model.

3. Results

3.1. Sample Characterization

According to

Table 1. Sociodemographic distribution of participants (N = 514).

Variables	Categories	Frequency	%
Sex	Female	296	57.6%
	Male	218	42.4%
Educational level	Elementary	13	2.5%
	Secondary	91	17.7%
	University	314	61.1%
	Postgraduate	96	18.7%
Type of tourist	Local tourist	188	36.6%
	Regional tourist	168	32.7%
	National tourist	143	27.8%
	International tourist	15	2.9%
Household income level	Less than 1000 soles	95	18.5%
	Between 1001 and 1500 soles	139	27.0%
	Between 1501 and 2000 soles	103	20.0%
	Between 2001 and 2500 soles	70	13.6%
	More than 2500 soles	107	20.8%
Employment status	Dependent	249	48.4%
	Independent	159	30.9%
	Unemployed	23	4.5%
	Retired	9	1.8%
	Student	74	14.4%
Duration of the tourist trip	Less than 24 h	204	39.7%
	Between 2 and 3 days	221	43.0%
	More than 3 days	89	17.3%
Daily expenditure	Less than 50 soles	117	22.8%
	Between 51 and 100 soles	204	39.7%
	Between 100 and 150 soles	117	22.8%
	More than 150 soles	76	14.8%
Whom did you travel with?	Alone	61	11.9%
	With my partner	136	26.5%
	With my friends	183	35.6%
	With family members	134	26.1%

Note: Minimum age = 18 years, maximum = 80 years, and average = 30 years.

, the majority of participants are women (57.6%), while men constitute a lower percentage (42.4%). Regarding education level, a majority of tourists are university students (61.1%), while those with a postgraduate degree account for a considerable share (18.7%). This suggests that tourists visiting tourist destinations have solid professional training. The study also segmented the participants: there is a significant amount of local tourists (36.6%) who live in cities near the destinations and visit periodically; there are regional tourists who live in cities further away from the Peruvian jungle region who also visit (32.7%) and make up a significant amount of the sample; there are also tourists (27.8%) who visit from various cities in the country, either from the coast or the Peruvian mountains, which are a very representative group; and foreign tourists (2.9%) were the least representative group. The economic characteristics of the respondents are also reported: 27% indicated family income ranging from 1001 to 1500 soles, and 20.8% reported income exceeding 2500 soles. In addition, a group with an income of between 1501 and 2000 soles is reported, and a smaller group (18.5%) has an income of less than 1000 soles. These results show that tourists come from economic sectors with medium incomes, with a considerable presence of individuals from both high- and low-income groups.

Regarding employment status, 48.4% declared themselves dependent, while 30.9% declared themselves independent. Significantly, 14.4% are students, while unemployed and retired individuals are less represented. Most of them travel for 2 to 3 days (43%), while another group travels for 24 h. This behavior is related to places of origin, since local tourists usually stay for a weekend or take advantage of their holiday. Regarding daily spending, 39.7% spend between 51 and 100 soles, followed by tourists who budget less than 50 soles (22.8%); 22.8% spend between 100 and 150 soles, and 14.8% spend more than 150 soles. Among those who prefer to travel to tourist destinations, respondents indicate that they do so with their friends (35.6%), while a similar group does so with their partners (26.5%).

3.2. Descriptive Analysis

The findings shown in

Table 2. Reliability and convergent validity of the measurement model.

Construct	Aiken	Alpha	CR	AVE
Brand personality	1.00	0.954	0.969	0.887
Tourist experience	0.966	0.886	0.923	0.857
Destination authenticity	0.992	0.882	0.917	0.847
Confidence in the destination	0.990	0.912	0.925	0.805
Tourist behavior	0.990	0.902	0.951	0.764

indicate excellent content validity, as all Aiken’s V coefficients exceed the recommended threshold of 0.80, ranging from 0.966 to 1.00. This suggests that the six expert judges who validated the adequacy, coherence, relevance, and clarity of the instruments considered each of the items to be highly relevant and representative. Regarding reliability, all constructs demonstrate strong internal consistency, with Cronbach’s alpha values ranging from 0.882 to 0.954, exceeding the minimum of 0.70 recommended in the literature. In particular, brand personality exhibits a very high alpha value (0.954), indicating excellent reliability, although this may also suggest possible redundancy among the items.

Table 2 also reports composite reliability values ranging between 0.944 and 0.985, also above the minimum criterion, confirming the stability and reliability of the scales used in the model. With regard to AVE, all constructs yielded values above 0.5, specifically between 0.764 and 0.887, indicating adequate convergent validity (Jan et al., 2025b).

Along the same lines,

Table 3. Discriminant validity (Fornell–Larcker criteria).

Construct	PM	EXP	AUT	CONF	COMP
Brand personality (PM)	0.920
Tourist experience (EXP)	0.682	0.874
Destination authenticity (AUT)	0.683	0.891	0.897
Confidence in the destination (CONF)	0.588	0.858	0.877	0.926
Tourist behavior (COMP)	0.614	0.834	0.834	0.698	0.942

presents the discriminant validity according to the Fornell–Larcker criteria. The AVE is represented by the diagonal of the matrix and must be greater than the correlations between the constructs of the model. As can be seen, the diagonal values corresponding to each factor are as follows: brand personality, 0.88; tourist behavior, 0.875; tourist experience, 0.859; destination authenticity, 0.868; and destination trust, 0.862. These values exceed the correlations between their constructs, which suggests that the latent variable shares greater variance with its own indicators than with the other constructs in the model (Jan et al., 2025a).

3.3. Analysis of the Theoretical Model

According to the model results (see Figure 2), the goodness-of-fit test yielded a chi-square statistic of 160.564 with 106 degrees of freedom (χ²/df = 1.51) and a p-value of 0.000, indicating that the proposed model adequately fits the observed data. As for the incremental indices, the comparative fit index (CFI = 0.987) and the Tucker–Lewis index (TLI = 0.983) exceed the 0.90 threshold, indicating a satisfactory level of model fit. Similarly, the root mean square error of approximation (RMSEA = 0.032) falls within the acceptable range (≤0.08) and an SRMR of 0.43, indicating minimal discrepancy between the estimated model and the population data.

3.4. Hypothesis Testing

Table 4. Verification of research hypotheses.

Research Hypothesis Test				Path Coefficient	p-Value	Decision
H1	Brand personality	--->	Tourist experience	0.682	***	Accepted
H2	Brand personality	--->	Tourist trust	0.588	***	Accepted
H3	Brand personality	--->	Authenticity of the destination	0.683	***	Accepted
H4	Tourist trust	--->	Tourist behavior	−0.330	0.052	Rejected
H5	Tourist authenticity	--->	Tourist behavior	0.618	***	Accepted
H6	Destination experience	--->	Tourist behavior	0.567	***	Accepted
	Indirect effects
Brand personality → Experience → Tourist behavior				0.386	0.002	Supported
Brand personality → Authenticity → Tourist behavior				0.422	0.006	Supported
Brand personality → Tourist trust → Behavior				−0.194	0.051	Rejected
Total indirect effect				0.614	0.000	Supported

Note: *** indicates p < 0.001.

reports the results of the hypothesis test, analyzed using the structural equation model, allowing a contrast among the latent variables linked to the tourist’s experience, brand personality, destination authenticity, trust, and the tourist’s behavior.

In principle, brand personality is confirmed to have a direct, statistically significant influence on the tourist experience (β = 0.682, p < 0.001). This indicates that brand personality is not only a resource or attribute of symbolic differentiation but also a direct determinant in the tourist experience; this suggests something very important: that the brand must be managed as a central axis of experience in order to promote a better service offering. Secondly, H2, which proposes that brand personality positively influences tourist confidence, was also accepted (β = 0.588, p < 0.001). This result indicates that a consolidated brand personality helps to make a destination credible.

In addition, it is evident that brand personality clearly influences the perceived authenticity of the destination (β = 0.683, p < 0.001), indicating that tourist destinations are coherent, distinctive, and well-positioned, thereby strengthening their image.

The hypothesis which holds that trust in the destination has a positive impact on tourism behavior (β = −0.330, p = 0.052) was rejected. Although the p-value is close to the limit of significance, the effect does not reach the necessary level (p < 0.05) and has a negative sign, which is contradictory to the theory. This finding indicates that, in this particular situation, trust is not directly converted into positive actions such as the desire to return to or recommend this destination. One possible justification is that trust, while important, cannot be sufficient by itself to promote behavior, especially if other elements such as authenticity or background have a greater impact.

On the other hand, H5, which holds that the authenticity of the destination has a positive effect on the tourist’s behavior, was corroborated (β = 0.618, p < 0.001). This result shows that the feeling of authenticity is an important determining factor in the tourist’s behavior. Tourists who consider a destination to be authentic are more likely to show positive behaviors, recommend the place and express their intention to return. This finding is in line with previous research that underlines authenticity as an essential factor in achieving satisfaction and loyalty in the tourism sector. H6, which suggests that the destination experience has a positive impact on visitor behavior, was also accepted (β = 0.567, p < 0.001). This finding validates that the tourist experience is one of the most important factors in predicting behavior.

Additionally, the findings suggest that brand personality exerts an important indirect impact on tourist behavior through authenticity and the tourist experience. However, the indirect impact through trust was not statistically relevant (p = 0.051), but the total indirect effect was significant (β = 0.614, p < 0.001), which supports the mediating function of authenticity and experience in the connection between brand personality and tourist behavior.

4. Discussion

Tourism is a key economic sector that significantly promotes the development of villages, often representing their primary source of income. In this context, tourists play a central role, so it is important to understand their behavior and the factors that determine their decision to visit a destination. Therefore, this research aims to analyze the influence of brand personality on tourist behavior while accounting for the mediating roles of experience, authenticity, and trust.

The study reveals a significant relationship between brand personality and the tourism experience. These results reinforce previous studies in the literature, which highlight positive, robust, and consistent effects between the two constructs across various tourist contexts and destinations (C. F. Chen & Phou, 2013; Çizel et al., 2022; Kovačić & Šagovnović, 2023).

H2 is supported by the results of the structural model, which indicate that the personality of the destination brand positively influences visitor trust. This discovery corroborates that the way in which a destination is perceived at the level of symbolic and emotional traits, such as innovation, honesty, performance or sociability, is crucial to stimulate confidence in that place. On the other hand, brand personality and destination authenticity are positively related, suggesting that a strong perception of personality leads tourists to perceive destinations as more authentic (J. Chang et al., 2021; Taheri et al., 2020; Kovačić & Šagovnović, 2023; Yin & Dai, 2021; Cheng et al., 2023).

It was proposed in H4 that tourist behavior is positively influenced by traveler confidence; however, the results indicate that this relationship is not significant, so the hypothesis is rejected. Although the p-value is close to the limit of significance, the effect does not reach the necessary level and has a negative sign, which contradicts what was theoretically expected. This finding indicates that, in the context studied, trust is not a decisive element for traveler behavior, such as their intention to revisit or recommend the location (S. K. Gupta et al., 2026). One possible explanation is that trust functions as an essential condition, although it is not sufficient to produce positive behaviors alone, since more determining factors such as authenticity and experience surpass it (Huo et al., 2023). In addition, it could indicate the presence of indirect or mediated relationships that do not manifest themselves in a significant direct impact within the model (Wut et al., 2023).

The authenticity of the destination is a significant predictor of tourist behavior. This finding indicates that perceptions of a destination’s authenticity directly influence visitors’ actions and decisions (Takata & Hallmann, 2025). Destinations that preserve traditions, cultural identity, and values generate an emotional connection that motivates favorable behavior, leading tourists to recommend the destination and intend to schedule their next trip to the same destination (Cheng et al., 2023). Authenticity conveys credibility, and this, in turn, generates commitment by offering unique experiences that reinforce tourists’ satisfaction and emotional attachment. An authentic destination not only increases its value but is also positioned as one of the main options for visitors (Aguilar-Rivero et al., 2025; Kolar & Zabkar, 2010).

Likewise, the findings report a significant positive influence of brand experience on tourist behavior. In addition, the tourist experience is influenced by the place’s culture, the natural environment, and service quality, which in turn influence recommendations and revisit intentions (J.-H. Kim, 2018). Along the same lines, experience becomes an essential component of tourist behavior, leaving an immediate positive impression and shaping future attitudes and decisions (Nguyen & Duong, 2025). Having a positive experience that aligns with the tourist’s aspirations generates emotional bonds that foster loyalty and commitment among visitors. This consolidates the positioning of the destination and generates a unique proposal that makes destinations more competitive (Han et al., 2025; Melo et al., 2021).

4.1. Theoretical and Practical Implications of the Study

This study makes a significant contribution to the literature on tourism destination marketing by integrating constructs such as brand personality, tourist experience, authenticity, and trust in the destination into a single structural model. The results reveal that brand personality significantly influences authenticity and tourist experience, which reinforce trust and consequently shapes tourist behavior. In addition, the study shows a better conceptual spectrum, demonstrating how symbolic and emotional factors interact to explain intentions to recommend and return to the tourist destination.

As practical implications, the findings offer guidance to authorities, companies, and managers regarding tourism. In principle, it is essential to build a brand personality that is consistent with visitors, that is, marketing actions should be aimed at influencing tourists to develop a very close emotional bond with the destination, feeling part of the brand. On the other hand, it is essential to promote tourism services with international (quality) standards, taking care of the elements that make them different, such as cultural and environmental aspects, as this helps to generate confidence in the destination. Without a doubt, these actions will encourage visitors to recommend the destination and return in the near future.

4.2. Limitations and Future Research Directions

The study has some limitations that should be considered. First, the study was conducted in a specific geographical area of Peru (northeast) where the main attractions are waterfalls, lagoons, etc. It cannot be generalized to destinations such as the highlands, which are more historical and archeological, or the coast, where the main attraction is the beach. In addition, the use of a cross-sectional approach limits the analysis of changes in perceptions at different points in time.

Based on these limitations, future lines of research emerge. It is recommended that studies be conducted in other parts of Peru or abroad to measure the behavior of the model and evaluate the stability of the relationships found. It is also pertinent to carry out longitudinal studies according to seasons to evaluate tourist behavior in terms of trust, authenticity, and tourist experience.

5. Conclusions

Based on the findings shown in the research, the following conclusions are reached.

Evidence indicates that tourism brand identity plays an important role in tourists’ enjoyment. Brand personality is a significant factor that shapes visitors’ emotions, perceptions, and expectations. Communication of promotional strategies for a tourist destination must be consistent with the personality traits that it projects, its values, and its essence. This allows tourists’ experience to be more meaningful and memorable.

With respect to brand personality and tourist confidence, this finding invites deep reflection on what the destination projects and the visitor’s actual perception. Trust is a very delicate aspect and is not generated by presentation or advertising discourse, but by what the destination promises and the reality of what it actually delivers. When a brand is perceived as too elaborate or far from reality, superficially adorned with decorous trappings by advertising bombardment, tourists respond with skepticism or disbelief. The findings highlight the importance of transparent, honest communication and the need to create brands that truly reflect the destination’s values.

Along the same lines, a coherent destination personality helps the destination appear authentic. A brand that is consistent with the local identity not only positions a name favorably but also connects the place’s and the community’s history with visitors. The empirical evidence found in this research reaffirms that the management of a brand involves culture and its traditions, which makes brands be seen as authentic, which is the true strength of a tourist place. Undoubtedly, visitors’ trust is based on experience, or at least that is what this research’s results reflect. Every moment lived, every interaction, and every service received serve as trusted validators. The tourist, feeling understood, valued, and satisfied, has a sense of security and affinity for the tourist destination. This is how trust becomes the product of memorable experiences that generate well-being and satisfaction of the expectations that the tourist had.

Additionally, a tourist destination’s authenticity is a relevant factor in its confidence. The findings indicate that this factor remains the most valued by tourists. When a destination is transparent about what it is, it gains credibility because it does not need special makeup or advertising to look attractive; its value lies in its honesty, hospitality, and preservation of its essence.

Finally, empirical evidence indicates that tourist behavior does not depend fundamentally on trust but rather on the interaction among emotional security, authenticity, and the quality of experience. Although trust is a fundamental aspect of the relationship between the destination and the tourist, it can become passive when tourists are already satisfied and seek new experiences motivated by curiosity or a desire to explore. On the contrary, the authenticity of the destination manifests itself as a true actor because maintaining its cultural identity and staying genuine awakens commitment, loyalty, and desire to return in the near future. Likewise, the lived experience emerges as the factor that culminates and articulates the tourism marketing process, since an adequate experience motivates tourists to act, recommend, and become promoters of the destination.