Destination brand love and destination coolness: A case study about Lisbon

• Autor(a) principal: Soares, Mariana Vieira Morais de Almeida
• Data de Publicação: 2022
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/27235
• topic: Destination brand love; Destination coolness; Affective; Afetivo

Over the years, tourism is suffering a lot of changes. There is a constant need of adaptation to the new trends, so a destination keeps occupying a special place in tourists minds. For Lisbon, as a tourism destination is not any different since, in general, it is greatly impacted by the influx of tourism. On the other hand, tourists are now changing their perspective when it comes to decide where they should travel to and deciding it based on feelings and emotions. This study contributes to the tourism research since its main objective is to understand the influence of brand love and coolness and how it affects Lisbon as a tourism destination. For the methodological approach, a quantitative analysis was made through a questionnaire that was carried out online. To test the hypothesis purposed, multiple linear regression models were used based on several equations in SPSS. According to this study’s results, the image of a destination is primordial for the tourists’ perceptions. Also, the two main constructs of these study, brand love and coolness, lead to positive outcomes that can have great impact in Lisbon’s tourism. The results presented in this study contribute to the existing research and helping in that way the tourism sector to better understand and follow the changes that tourism is suffering every day.