Tourism destination brand dimensions: an exploratory approach
Autor(a) principal: | |
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Data de Publicação: | 2017 |
Outros Autores: | , , |
Tipo de documento: | Artigo |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://scielo.pt/scielo.php?script=sci_arttext&pid=S2182-84582017000400001 |
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. |
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7160 |
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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.Escola Superior de Gestão, Hotelaria e Turismo da Universidade do Algarve2017-12-01info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articletext/htmlhttp://scielo.pt/scielo.php?script=sci_arttext&pid=S2182-84582017000400001Tourism & Management Studies v.13 n.4 2017reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAPenghttp://scielo.pt/scielo.php?script=sci_arttext&pid=S2182-84582017000400001Veríssimo,José Manuel CristóvãoTiago,Maria Teresa BorgesTiago,Flávio GomesJardim,João Sérgioinfo:eu-repo/semantics/openAccess2024-02-06T17:29:09Zoai:scielo:S2182-84582017000400001Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T02:33:12.814714Repositório 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 |
2017 |
dc.date.none.fl_str_mv |
2017-12-01 |
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 |
http://scielo.pt/scielo.php?script=sci_arttext&pid=S2182-84582017000400001 |
url |
http://scielo.pt/scielo.php?script=sci_arttext&pid=S2182-84582017000400001 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.relation.none.fl_str_mv |
http://scielo.pt/scielo.php?script=sci_arttext&pid=S2182-84582017000400001 |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
text/html |
dc.publisher.none.fl_str_mv |
Escola Superior de Gestão, Hotelaria e Turismo da Universidade do Algarve |
publisher.none.fl_str_mv |
Escola Superior de Gestão, Hotelaria e Turismo da Universidade do Algarve |
dc.source.none.fl_str_mv |
Tourism & Management Studies v.13 n.4 2017 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 |
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1799137391787638784 |