Sustainability-Based Destination Brand Equity Modeling

In a global context where socio-environmental responsibility emerges as a critical determinant in consumer choices, this study proposes to investigate the influence of signs and symbols associated with green certifications on the enhancement of Destination Brand Equity, as well as its impact on visitation intentions. To this end, a quantitative survey-based research is conducted, collecting data from a convenience sample of consumers who have already visited environmentally certified tourist destinations and those who express an intention to do so. The research is structured around an analytical methodological approach, which includes descriptive statistical analyses for characterizing the sample. Partial Least Squares Structural Equation Modeling (PLS-SEM) is implemented, an advanced technique that enables the validation of the proposed theoretical model while allowing the simultaneous analysis of multiple relationships between latent and observable variables. The SPSS® and SmartPLS software are used complementarily to carry out the analyses, ensuring consistency in statistical procedures, accuracy, and reliability of the results. The research examines how green certifications, acting as semiotic resources, are integrated into a visual communication system that interacts with cultural values and visitors' perceptions. It advances the understanding of the theoretical intersection between Destination Brand Equity (DBE), the semiotics of green certifications, and visitation intentions in the context of green tourism, aiming for a deep understanding of the dynamics that influence the perception of value in sustainable tourist destinations. Therefore, it is estimated that the Sustainability-Based Destination Brand Equity Modeling will provide theoretical and practical recommendations for researchers and branding professionals. It proposes the effective integration of sustainable elements into branding strategies to promote tourism that meets market demands while contributing to environmental, cultural preservation, and sustainable development, in alignment with the Sustainable Development Goals (SDGs) set by the United Nations' 2030 Agenda.

Keywords: Sustainability-Based Destination Brand Equity Modeling; Green Certifications; Semiotics; Green Tourism.