Una aplicación metodológica para el estudio de la imagen de marca de un destino turístico
Although many proposals have been developed to study brand image, perhaps the more accepted approach consist of to combine a qualitative and quantitative phases. Using focus groups is usual to select the stimulus and attributes to consider and next, in a survey, subjects can scale the stimulus on co...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
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Instituto de Investigación Social y Turismo
2008-01-01
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| Series: | PASOS Revista de Turismo y Patrimonio Cultural |
| Subjects: | |
| Online Access: | http://www.pasosonline.org/Publicados/6108/PS0108_1.pdf |
| _version_ | 1818141742419935232 |
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| author | Varela Mallou, Jesús García Carreira, Alberto Rial Boubeta, Antonio |
| author_facet | Varela Mallou, Jesús García Carreira, Alberto Rial Boubeta, Antonio |
| author_sort | Varela Mallou, Jesús |
| collection | DOAJ |
| description | Although many proposals have been developed to study brand image, perhaps the more accepted approach consist of to combine a qualitative and quantitative phases. Using focus groups is usual to select the stimulus and attributes to consider and next, in a survey, subjects can scale the stimulus on considered attribute list. However, this methodology has received several critiques, by the excessive weight of the attributes in order to obtain the final dimensions and by the difficulty to tackle the dimen-sions there was to evaluate. The objective of this study is for that very reason to use this mixed approach to analyse brand image of a tourist destination. The results obtained with a sample of 916 national tour-ists who visited Galicia last two years, show up the utility and power of proposed scale in tourist market-ing surveys. |
| first_indexed | 2024-12-11T11:04:43Z |
| format | Article |
| id | doaj.art-8b1e19b9d5664e6a919d7e8b043ea56f |
| institution | Directory Open Access Journal |
| issn | 1695-7121 |
| language | English |
| last_indexed | 2024-12-11T11:04:43Z |
| publishDate | 2008-01-01 |
| publisher | Instituto de Investigación Social y Turismo |
| record_format | Article |
| series | PASOS Revista de Turismo y Patrimonio Cultural |
| spelling | doaj.art-8b1e19b9d5664e6a919d7e8b043ea56f2022-12-22T01:09:44ZengInstituto de Investigación Social y TurismoPASOS Revista de Turismo y Patrimonio Cultural1695-71212008-01-0161110Una aplicación metodológica para el estudio de la imagen de marca de un destino turísticoVarela Mallou, JesúsGarcía Carreira, AlbertoRial Boubeta, AntonioAlthough many proposals have been developed to study brand image, perhaps the more accepted approach consist of to combine a qualitative and quantitative phases. Using focus groups is usual to select the stimulus and attributes to consider and next, in a survey, subjects can scale the stimulus on considered attribute list. However, this methodology has received several critiques, by the excessive weight of the attributes in order to obtain the final dimensions and by the difficulty to tackle the dimen-sions there was to evaluate. The objective of this study is for that very reason to use this mixed approach to analyse brand image of a tourist destination. The results obtained with a sample of 916 national tour-ists who visited Galicia last two years, show up the utility and power of proposed scale in tourist market-ing surveys.http://www.pasosonline.org/Publicados/6108/PS0108_1.pdfTourism marketingBrand imageConsumer Behaviour. |
| spellingShingle | Varela Mallou, Jesús García Carreira, Alberto Rial Boubeta, Antonio Una aplicación metodológica para el estudio de la imagen de marca de un destino turístico PASOS Revista de Turismo y Patrimonio Cultural Tourism marketing Brand image Consumer Behaviour. |
| title | Una aplicación metodológica para el estudio de la imagen de marca de un destino turístico |
| title_full | Una aplicación metodológica para el estudio de la imagen de marca de un destino turístico |
| title_fullStr | Una aplicación metodológica para el estudio de la imagen de marca de un destino turístico |
| title_full_unstemmed | Una aplicación metodológica para el estudio de la imagen de marca de un destino turístico |
| title_short | Una aplicación metodológica para el estudio de la imagen de marca de un destino turístico |
| title_sort | una aplicacion metodologica para el estudio de la imagen de marca de un destino turistico |
| topic | Tourism marketing Brand image Consumer Behaviour. |
| url | http://www.pasosonline.org/Publicados/6108/PS0108_1.pdf |
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