Tourism destination brand dimensions: an exploratory approach
Recently, researchers have suggested using destination branding as a powerful marketing tool. Despite its apparent value, there appears to be little applied research on this subject that goes beyond the conventional destination brand image, especially regarding research that combines different b...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
University of the Algarve - ESGHT - CIEO
2017-10-01
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| Series: | Tourism & Management Studies |
| Subjects: | |
| Online Access: | https://tmstudies.net/index.php/ectms/article/view/997/pdf_65 |
| _version_ | 1818971165274669056 |
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| author | José Manuel Cristóvão Veríssimo Maria Teresa Borges Tiago Flávio Gomes Tiago João Sérgio Jardim |
| author_facet | José Manuel Cristóvão Veríssimo Maria Teresa Borges Tiago Flávio Gomes Tiago João Sérgio Jardim |
| author_sort | José Manuel Cristóvão Veríssimo |
| collection | DOAJ |
| description | Recently, researchers have suggested using destination branding as a
powerful marketing tool. Despite its apparent value, there appears to
be little applied research on this subject that goes beyond the
conventional destination brand image, especially regarding research
that combines different brand equity dimensions. This study is
designed to address this gap, using the islands of Madeira as a unit of
research. For this purpose, a survey was undertaken of 321 tourists,
in seven hotels at this destination. Respondents were requested to
rate the factors for awareness, image, perceived quality, and loyalty,
in a method consistent with the brand equity model, using descriptive
analyses and a confirmatory factor analysis. The results show that
these four dimensions are relevant for the composition of destination
brand equity. Even though image shows the greatest imp |
| first_indexed | 2024-12-20T14:48:02Z |
| format | Article |
| id | doaj.art-7efe9c771f8e48bc9a6a705a7361f251 |
| institution | Directory Open Access Journal |
| issn | 2182-8466 |
| language | English |
| last_indexed | 2024-12-20T14:48:02Z |
| publishDate | 2017-10-01 |
| publisher | University of the Algarve - ESGHT - CIEO |
| record_format | Article |
| series | Tourism & Management Studies |
| spelling | doaj.art-7efe9c771f8e48bc9a6a705a7361f2512022-12-21T19:37:03ZengUniversity of the Algarve - ESGHT - CIEOTourism & Management Studies2182-84662017-10-011341810.18089/tms.2017.13401Tourism destination brand dimensions: an exploratory approachJosé Manuel Cristóvão Veríssimo0Maria Teresa Borges Tiago1Flávio Gomes Tiago2João Sérgio Jardim3ISEG - Lisbon School of Economics and Management, Universidade de Lisboa, PortugalBusiness and Economics Department, University of the Azores, Ponta Delgada, PortugalBusiness and Economics Department, University of the Azores, Ponta Delgada, PortugalPublicis London, London, United KingdomRecently, researchers have suggested using destination branding as a powerful marketing tool. Despite its apparent value, there appears to be little applied research on this subject that goes beyond the conventional destination brand image, especially regarding research that combines different brand equity dimensions. This study is designed to address this gap, using the islands of Madeira as a unit of research. For this purpose, a survey was undertaken of 321 tourists, in seven hotels at this destination. Respondents were requested to rate the factors for awareness, image, perceived quality, and loyalty, in a method consistent with the brand equity model, using descriptive analyses and a confirmatory factor analysis. The results show that these four dimensions are relevant for the composition of destination brand equity. Even though image shows the greatest imphttps://tmstudies.net/index.php/ectms/article/view/997/pdf_65brand equityawarenessimageperceived qualityloyaltybranding destinations |
| spellingShingle | José Manuel Cristóvão Veríssimo Maria Teresa Borges Tiago Flávio Gomes Tiago João Sérgio Jardim Tourism destination brand dimensions: an exploratory approach Tourism & Management Studies brand equity awareness image perceived quality loyalty branding destinations |
| title | Tourism destination brand dimensions: an exploratory approach |
| title_full | Tourism destination brand dimensions: an exploratory approach |
| title_fullStr | Tourism destination brand dimensions: an exploratory approach |
| title_full_unstemmed | Tourism destination brand dimensions: an exploratory approach |
| title_short | Tourism destination brand dimensions: an exploratory approach |
| title_sort | tourism destination brand dimensions an exploratory approach |
| topic | brand equity awareness image perceived quality loyalty branding destinations |
| url | https://tmstudies.net/index.php/ectms/article/view/997/pdf_65 |
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