Publication
Tourism destination brand dimensions: an exploratory approach
| Summary: | 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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| Main Authors: | Veríssimo,José Manuel Cristóvão |
| Other Authors: | Tiago,Maria Teresa Borges; Tiago,Flávio Gomes; Jardim,João Sérgio |
| Subject: | Brand equity awareness image perceived quality loyalty branding destinations |
| Year: | 2017 |
| Country: | Portugal |
| Document type: | article |
| Access type: | open access |
| Associated institution: | Fundação para a Ciência e Tecnologia |
| Language: | English |
| Origin: | SciELO Portugal |
| Summary: | 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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