| Summary: | Purpose – This research note offers an integrative model of destination branding in the context of overtourism in an ecotourism destination. This study examines the impact of overtourism on the functional and emotional values and destination branding. Design – A quantitative research design was used. The research findings were collected through purposive sampling and a cross-sectional approach. Methodology/Approach – Three hundred and thirty-three (333) valid responses were utilised for hypothesis testing. Measurement of the study model and their interrelationship were examined based on Partial-least square-Structural Equation Modelling (PLS-SEM). Findings – The empirical results revealed that overtourism impacts tourists’ functional and emotional value and positively influences destination branding. In contrast, overtourism impacts both tourists’ functional and emotional values adversely. As predicted, tourists’ functional and emotional values mediate the relationship between the effects of overtourism and the destination branding. Originality of the research – This study makes a unique theoretical contribution to the destination branding literature by integrating and empirically testing the interrelationships between overtourism impacts, functional values, emotional values, and destination branding from the tourists’ perceptions. The results of the study are also valuable for destination managers and policy makers to develop sustainable destination branding for their respective tourism destinations. © 2023, University of Rijeka. All rights reserved.
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