THE ROLE OF PERSONAL BRAND ON CONSUMER BEHAVIOUR IN TOURISM CONTEXTS: THE CASE OF MADEIRA
Autor(a) principal: | |
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Data de Publicação: | 2019 |
Outros Autores: | |
Tipo de documento: | Artigo |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/11110/1752 |
Resumo: | In a world that undeniably competes for investment, visitors and residents, the adoption of approaches derived from the marketing has become a reality in the search for sustainability. It is a fact that a city marketing and brand management policy is able to promote and transform an image, boost economic activity and enhance all aspects of the city that present competitive advantage over other territories, so this is why associate marketing with cities makes sense. This study aims a better understanding of the brand image and their relationship with behavioral intentions, especially through the perceptions that tourists have toward the destinations (e.g. Madeira island), and how this may influence their attitudes. The objective of this study is to understand the impact of the personal brand on the image of a tourist destination, using as a case study the Madeira destination. The data for this study were collected by a self-administered questionnaire method in Madeira International Airport (Funchal, Portugal in 2017, with 147 valid responses). It was possible to understand the perception of visitors and assess the experience of visitors and the theoretical and practical contributions to local development and tourism marketing. Under an interdisciplinary perspective, this research brings together inputs from marketing, tourism and local economics. A theoretical model is developed specifying antecedents of satisfaction and loyalty in specific tourism contexts. Implications for future research are also presented. |
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THE ROLE OF PERSONAL BRAND ON CONSUMER BEHAVIOUR IN TOURISM CONTEXTS: THE CASE OF MADEIRABrand ManagementCR7Tourism MarketingMadeira IslandPersonal BrandingIn a world that undeniably competes for investment, visitors and residents, the adoption of approaches derived from the marketing has become a reality in the search for sustainability. It is a fact that a city marketing and brand management policy is able to promote and transform an image, boost economic activity and enhance all aspects of the city that present competitive advantage over other territories, so this is why associate marketing with cities makes sense. This study aims a better understanding of the brand image and their relationship with behavioral intentions, especially through the perceptions that tourists have toward the destinations (e.g. Madeira island), and how this may influence their attitudes. The objective of this study is to understand the impact of the personal brand on the image of a tourist destination, using as a case study the Madeira destination. The data for this study were collected by a self-administered questionnaire method in Madeira International Airport (Funchal, Portugal in 2017, with 147 valid responses). It was possible to understand the perception of visitors and assess the experience of visitors and the theoretical and practical contributions to local development and tourism marketing. Under an interdisciplinary perspective, this research brings together inputs from marketing, tourism and local economics. A theoretical model is developed specifying antecedents of satisfaction and loyalty in specific tourism contexts. Implications for future research are also presented.Enlightening Tourism. A Pathmaking Journal2019-07-04T14:56:29Z2019-07-04T14:56:29Z2019-06-26T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articlehttp://hdl.handle.net/11110/1752oai:ciencipca.ipca.pt:11110/1752enghttps://doi.org/Sousa, B., & Rodrigues, S. (2019). THE ROLE OF PERSONAL BRAND ON CONSUMER BEHAVIOUR IN TOURISM CONTEXTS: THE CASE OF MADEIRA. ENLIGHTENING TOURISM. A PATHMAKING JOURNAL, 9(1), 38-62. doi:http://dx.doi.org/10.33776/et.v9i1.35972174-548Xhttp://hdl.handle.net/11110/1752Sousa, BrunoRodrigues, Sóniainfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2022-09-05T12:53:07Zoai:ciencipca.ipca.pt:11110/1752Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T15:02:04.024420Repositório 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 |
THE ROLE OF PERSONAL BRAND ON CONSUMER BEHAVIOUR IN TOURISM CONTEXTS: THE CASE OF MADEIRA |
title |
THE ROLE OF PERSONAL BRAND ON CONSUMER BEHAVIOUR IN TOURISM CONTEXTS: THE CASE OF MADEIRA |
spellingShingle |
THE ROLE OF PERSONAL BRAND ON CONSUMER BEHAVIOUR IN TOURISM CONTEXTS: THE CASE OF MADEIRA Sousa, Bruno Brand Management CR7 Tourism Marketing Madeira Island Personal Branding |
title_short |
THE ROLE OF PERSONAL BRAND ON CONSUMER BEHAVIOUR IN TOURISM CONTEXTS: THE CASE OF MADEIRA |
title_full |
THE ROLE OF PERSONAL BRAND ON CONSUMER BEHAVIOUR IN TOURISM CONTEXTS: THE CASE OF MADEIRA |
title_fullStr |
THE ROLE OF PERSONAL BRAND ON CONSUMER BEHAVIOUR IN TOURISM CONTEXTS: THE CASE OF MADEIRA |
title_full_unstemmed |
THE ROLE OF PERSONAL BRAND ON CONSUMER BEHAVIOUR IN TOURISM CONTEXTS: THE CASE OF MADEIRA |
title_sort |
THE ROLE OF PERSONAL BRAND ON CONSUMER BEHAVIOUR IN TOURISM CONTEXTS: THE CASE OF MADEIRA |
author |
Sousa, Bruno |
author_facet |
Sousa, Bruno Rodrigues, Sónia |
author_role |
author |
author2 |
Rodrigues, Sónia |
author2_role |
author |
dc.contributor.author.fl_str_mv |
Sousa, Bruno Rodrigues, Sónia |
dc.subject.por.fl_str_mv |
Brand Management CR7 Tourism Marketing Madeira Island Personal Branding |
topic |
Brand Management CR7 Tourism Marketing Madeira Island Personal Branding |
description |
In a world that undeniably competes for investment, visitors and residents, the adoption of approaches derived from the marketing has become a reality in the search for sustainability. It is a fact that a city marketing and brand management policy is able to promote and transform an image, boost economic activity and enhance all aspects of the city that present competitive advantage over other territories, so this is why associate marketing with cities makes sense. This study aims a better understanding of the brand image and their relationship with behavioral intentions, especially through the perceptions that tourists have toward the destinations (e.g. Madeira island), and how this may influence their attitudes. The objective of this study is to understand the impact of the personal brand on the image of a tourist destination, using as a case study the Madeira destination. The data for this study were collected by a self-administered questionnaire method in Madeira International Airport (Funchal, Portugal in 2017, with 147 valid responses). It was possible to understand the perception of visitors and assess the experience of visitors and the theoretical and practical contributions to local development and tourism marketing. Under an interdisciplinary perspective, this research brings together inputs from marketing, tourism and local economics. A theoretical model is developed specifying antecedents of satisfaction and loyalty in specific tourism contexts. Implications for future research are also presented. |
publishDate |
2019 |
dc.date.none.fl_str_mv |
2019-07-04T14:56:29Z 2019-07-04T14:56:29Z 2019-06-26T00:00:00Z |
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://hdl.handle.net/11110/1752 oai:ciencipca.ipca.pt:11110/1752 |
url |
http://hdl.handle.net/11110/1752 |
identifier_str_mv |
oai:ciencipca.ipca.pt:11110/1752 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.relation.none.fl_str_mv |
https://doi.org/Sousa, B., & Rodrigues, S. (2019). THE ROLE OF PERSONAL BRAND ON CONSUMER BEHAVIOUR IN TOURISM CONTEXTS: THE CASE OF MADEIRA. ENLIGHTENING TOURISM. A PATHMAKING JOURNAL, 9(1), 38-62. doi:http://dx.doi.org/10.33776/et.v9i1.3597 2174-548X http://hdl.handle.net/11110/1752 |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.publisher.none.fl_str_mv |
Enlightening Tourism. A Pathmaking Journal |
publisher.none.fl_str_mv |
Enlightening Tourism. A Pathmaking Journal |
dc.source.none.fl_str_mv |
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 |
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1799129890724773888 |