Tourism destination brand Dimensions: An exploratory approach

Detalhes bibliográficos
Autor(a) principal: Veríssimo, José Manuel Cristóvão
Data de Publicação: 2024
Outros Autores: Tiago, Maria Teresa Borges, Tiago, Flávio Gomes, Jardim, João Sérgio
Tipo de documento: Artigo
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: https://tmstudies.net/index.php/ectms/article/view/997
Resumo: 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 impact, the outcome establishes the need to look beyond brand image.
id RCAP_7ce8e68ec04fc2d49b22719d28d587eb
oai_identifier_str oai:ojs.pkp.sfu.ca:article/997
network_acronym_str RCAP
network_name_str Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
repository_id_str 7160
spelling Tourism destination brand Dimensions: An exploratory approachBrand EquityAwarenessImagePerceived QualityLoyaltyBranding DestinationsRecently, 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 impact, the outcome establishes the need to look beyond brand image.University of Algarve2024-01-08info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articleapplication/pdfhttps://tmstudies.net/index.php/ectms/article/view/997Revista Encontros Científicos - Tourism & Management Studies; v. 13 n. 4 (2017); 1-8Tourism & Management Studies; Vol. 13 N.º 4 (2017); 1-8Tourism & Management Studies; Vol. 13 No. 4 (2017); 1-8Revista Encontros Científicos - Tourism & Management Studies; Vol. 13 Núm. 4 (2017); 1-82182-8466reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAPenghttps://tmstudies.net/index.php/ectms/article/view/997https://tmstudies.net/index.php/ectms/article/view/997/2346Copyright (c) 2017 Tourism & Management Studiesinfo:eu-repo/semantics/openAccessVeríssimo, José Manuel CristóvãoTiago, Maria Teresa BorgesTiago, Flávio GomesJardim, João Sérgio2024-01-10T10:35:29Zoai:ojs.pkp.sfu.ca:article/997Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T00:56:27.369927Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv Tourism destination brand Dimensions: An exploratory approach
title Tourism destination brand Dimensions: An exploratory approach
spellingShingle Tourism destination brand Dimensions: An exploratory approach
Veríssimo, José Manuel Cristóvão
Brand Equity
Awareness
Image
Perceived Quality
Loyalty
Branding Destinations
title_short 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_sort Tourism destination brand Dimensions: An exploratory approach
author Veríssimo, José Manuel Cristóvão
author_facet Veríssimo, José Manuel Cristóvão
Tiago, Maria Teresa Borges
Tiago, Flávio Gomes
Jardim, João Sérgio
author_role author
author2 Tiago, Maria Teresa Borges
Tiago, Flávio Gomes
Jardim, João Sérgio
author2_role author
author
author
dc.contributor.author.fl_str_mv Veríssimo, José Manuel Cristóvão
Tiago, Maria Teresa Borges
Tiago, Flávio Gomes
Jardim, João Sérgio
dc.subject.por.fl_str_mv Brand Equity
Awareness
Image
Perceived Quality
Loyalty
Branding Destinations
topic Brand Equity
Awareness
Image
Perceived Quality
Loyalty
Branding Destinations
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 impact, the outcome establishes the need to look beyond brand image.
publishDate 2024
dc.date.none.fl_str_mv 2024-01-08
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://tmstudies.net/index.php/ectms/article/view/997
url https://tmstudies.net/index.php/ectms/article/view/997
dc.language.iso.fl_str_mv eng
language eng
dc.relation.none.fl_str_mv https://tmstudies.net/index.php/ectms/article/view/997
https://tmstudies.net/index.php/ectms/article/view/997/2346
dc.rights.driver.fl_str_mv Copyright (c) 2017 Tourism & Management Studies
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2017 Tourism & Management Studies
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv University of Algarve
publisher.none.fl_str_mv University of Algarve
dc.source.none.fl_str_mv Revista Encontros Científicos - Tourism & Management Studies; v. 13 n. 4 (2017); 1-8
Tourism & Management Studies; Vol. 13 N.º 4 (2017); 1-8
Tourism & Management Studies; Vol. 13 No. 4 (2017); 1-8
Revista Encontros Científicos - Tourism & Management Studies; Vol. 13 Núm. 4 (2017); 1-8
2182-8466
reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron:RCAAP
instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron_str RCAAP
institution RCAAP
reponame_str Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
collection Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
repository.name.fl_str_mv Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
repository.mail.fl_str_mv
_version_ 1799136449320189952

Registros relacionados