Authentic experiences and destination brand equity: a moderated mediation model of aesthetic perception and place identity

Purpose This study investigates how aesthetic perception and place identity enhance the relationship between authentic tourism experiences and destination brand equity (DBE). Drawing on experiential value and affective engagement theories, the research develops a moderated mediation framework that explains how authenticity translates into brand-related outcomes through emotional and experiential mechanisms. Design/methodology/approach A quantitative survey was conducted with 1,087 tourists visiting Kinmen Island, Taiwan. Using covariance-based structural equation modelling (CB-SEM), the study tested both mediating and moderating effects among authenticity experience, experiential value, affective engagement, aesthetic perception, and place identity. Findings Results reveal that experiential value significantly mediates the effect of authentic experiences on DBE, while both aesthetic perception and place identity strengthen these pathways. Aesthetic perception amplifies the emotional and sensory resonance of authenticity, whereas place identity reinforces the symbolic and emotional attachment that connects tourists to destinations, thereby enhancing brand loyalty and perceived quality. Originality/value This research advances theoretical understanding by introducing a conditional process framework that refines traditional linear mediation models, demonstrating how authenticity influences destination brand equity through experiential value and affective engagement, while being contingent upon specific sensory (aesthetic perception) and symbolic (place identity) boundary conditions. It highlights the synergistic roles of aesthetics and place identity as boundary conditions for authenticity-driven brand building. Practically, the findings provide strategic insights for destination marketers to design aesthetically rich, identity-embedded experiences that cultivate stronger emotional engagement and enduring brand equity.