Touristic destination image in light of the service dominant logic of marketing

• Autor(a) principal: Añaña,Edar da Silva
• Data de Publicação: 2018
• Outros Autores: Anjos,Francisco Antonio dos, Pereira,Melise de Lima
• 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=S2182-84582018000300001
• topic: Tourism; tourist destination image; image measurement; means-end theory; Brazil

This paper analyzes the composition and internal arrangement of touristic seaside destinations in Brazil, in light of three not-yet tested theories: the Means-End Chain (Gutman, 1982), the Service Dominant Logic of Marketing (Vargo & Lusch, 2004), and the organizational triad for local development proposed by Vázquez-Barquero (1999). An internet-based survey was distributed and completed by 178 respondents. The answers concentrated in four (among eight possible) destinations: Balneário Camboriú (31.4%), Rio de Janeiro (28%), Torres (20%) and Natal (8%). The data were first submitted to Confirmatory Factor Analysis to identify and to validate the set of components representing the Tourism Destination Image - TDI. The TDI constituting factors, and variables representing the Personal Values (as ancestors) and the Consumer Behavior (as descendants), were submitted to a Structural Equation Model to evaluate the TDI internal arrangement and inter-construct relationships. Results indicate that values related to self-respect, security and excitement influence the assessment of some TDI components, and that the last four constructs influence the likelihood of individuals to visit or to recommend the destinations.