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Based on the scientific literature, this paper emphasises the destination brand experience (DBE) (multidimensional construct and second-order factor) in order to analyse the implications it plays regarding visitors’ satisfaction, their intentions to revisit and their intentions to recommend it. In terms of methodology, a confirmatory factor analysis was used to test the model and the research hypotheses. The sample was composed of 507 tourists who visited the Peneda-Gerês National Park in Northern Portugal. Results showed an acceptable fit. The items of each construct were very strong. Positive significant results were found for all the considered hypotheses, particularly regarding the association of sensory DBE and behavioural DBE (subdimensions of the DBE scale) with satisfaction. The sensory DBE and affective DBE subdimensions of the DBE scale were meaningfully associated with visitors’ intentions to recommend. Satisfaction was a strong mediator for sensory DBE impact on their intention to revisit and to recommend, and a less strong effect was found for satisfaction as a mediator for behavioural DBE impact on intentions to revisit and to recommend. The theoretical contribution of this study aimed to deepen the analysis of the DBE construct in its multidimensional aspect and its relationship with other constructs. The results are discussed in relation to their theoretical and practical relevance.

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In the last few decades, branding is an important part of marketing tourism destinations. Tour‑ ist destinations started to be seen as companies and started to use the brand as a way to attract and retain visitors. The brand is based on a perspective of value creation acting as a differentiation strategy in an increasingly competitive market. In this context, this study presented here sought to understand how the regional entity of Tourism in Porto and Northern Portugal has developed its marketing through branding. In methodological terms, in a first part, there is an analysis of the literature on the concept of brands, and in a second part, the strategies adopted by the target entity of our study were analysed. As main conclusions, it was found that this entity sought to create its own brand, aggregating all anchor strategic products and complementary products, from its sub‑regions with a view to promoting its natural and heritage resources, and to convey the idea of a glam‑ orousa cosmopolitan destination with history and tradition.

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