Impacts of positive images of tourism destination exhibited in a film or TV production on its brand equity: the case of Portuguese consumers’ perspective

2020 ◽  
Vol 8 (2) ◽  
pp. 271-295
Author(s):  
Sara Nunes ◽  
Alejandro del Moral Agúndez ◽  
Julia Fragoso da Fonseca ◽  
Samiha Chemli
Keyword(s):  
Qualitative Analysis ◽  
Brand Equity ◽  
Brand Image ◽  
Brand Value ◽  
Tourism Destination ◽  
Self Image ◽  
Tourism Destinations ◽  
Positive Images ◽  
Tv Production

Usually, it is difficult to see a correlation between cinema and tourism; we simply have the idea that they are two extremely powerful forces. Nevertheless, when these forces are interconnected, they represent an unavoidable bout of success in the perspective of tourist images. And in today’s market, there is great competition between tourism companies whereby they are constantly creating and recreating new tourism destinations. This is, indeed, due to the importance of the establishment of a great self-image essential for a positive positioning in the market. For that reason, we intend to stress the importance that the positive images exhibited in cinematographic productions have on the construction of the brand value of a tourism destination. According to the results – it is logic to affirm, through the quantitative and qualitative analysis carried out in this study that film tourism gives a higher value to the brand image of the destinations portrayed reinforcing their brand equity.

scholarly journals Examining the Antecedents of Brand Engagement of Tourists Based on the Theory of Value Co-Creation

2020 ◽  
Vol 12 (5) ◽  
pp. 1958 ◽  
Author(s):  
Feng Xu ◽  
Yuli Bai ◽  
Shuaishuai Li
Keyword(s):  
Brand Equity ◽  
Brand Image ◽  
Mediating Effect ◽  
Total Effect ◽  
Brand Awareness ◽  
Brand Value ◽  
Brand Trust ◽  
Brand Engagement ◽  
Brand Quality ◽  
Theory Of Value

Tourist engagement in marketing activities for destinations has been seen as a new driving force for the sustainable development of such destinations and as an effective way to improve their brand equity. Based on the theory of value co-creation and the theory of consumer-based brand equity for destinations, this paper examines the antecedents of brand engagement and the causal paths among them and compares the estimated values of different paths with brand image, brand awareness, and brand quality as the independent variables; brand value and brand trust as the mediating variables; and brand engagement as the dependent variable, taking Shandong Province as an example. The final results show that brand image, brand awareness, and brand quality are all key antecedents of brand engagement; however, they play different roles. The total effect of brand quality is the largest, the total effect of brand awareness follows, and the total effect of brand image is the smallest. Furthermore, the mediating effect of brand value is larger than the mediating effect of brand trust. The results provide empirical support for promoting the management of brand equity for similar destinations and encouraging tourists to participate in value co-creation activities.

Measuring Customer-based Brand Equity of Tourism Destinations: Just a Matter of Scale?

2018 ◽  
Vol 18 (3) ◽  
pp. 344-367
Author(s):  
Thomas Leicht
Keyword(s):  
Brand Equity ◽  
Theoretical Development ◽  
Tourism Destination ◽  
Measurement Scales ◽  
Cultural Contexts ◽  
Similar Product ◽  
Place Brand Equity ◽  
Local Residents ◽  
Tourism Destinations ◽  
Place Brand

An increasing number of measurement scales has been developed in order to measure the customer-based brand equity of tourism destination (CBBETD) brands. However, there is a lack of theoretical development about the measurement of brand equity in such a context. A review of recent approaches shows that most contributions selectively focus on specific cases and tourists as stakeholders, while most articles demonstrate little methodological or conceptual reflexivity. Considering the variety and complexity of places, the paper argues that measuring place brand equity requires an inductive exploration of the construct's dimensionality for the specific place under consideration. Research can then focus on comparing multiple places associated with similar product or service offerings. Cross-place assessments should compare similar territorial entities, but include more destinations located in different spatial-cultural contexts. Furthermore, the inclusion of more stakeholders (e.g.,local residents) and more longitudinal comparisons are required to make the findings more meaningful.

Brand equity in a tourism destination: a case study of domestic tourists in Hoi An city, Vietnam

2019 ◽  
Vol 74 (3) ◽  
pp. 704-720 ◽  
Author(s):  
Vinh Trung Tran ◽  
Nguyen Phuc Nguyen ◽  
Phuong Thi Kim Tran ◽  
Tuan Nien Tran ◽  
Thuan Thi Phuong Huynh
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Structural Equation ◽  
Brand Image ◽  
Perceived Quality ◽  
Tourism Industry ◽  
Tourism Destination ◽  
Content Type ◽  
Positive Effects ◽  
Destination Brand

Purpose This paper aims to propose and investigate the relationships among the components of brand equity, and examining the effects of these components on overall destination brand equity in Hoi An tourism destination, Vietnam, from the perspective of domestic tourists. Design/methodology/approach Questionnaire data were collected from 319 domestic tourists who have visited Hoi An city. The results of empirical tests using a structural equation model support the research hypotheses. Findings The results indicate that destination brand awareness has significant, positive effects on destination brand image and destination perceived quality; destination brand image has positive influences on destination perceived quality and destination brand loyalty; destination perceived quality has significant, positive impacts on destination brand loyalty; except for destination brand image, the remaining dimensions have positive and direct impacts on overall destination brand equity. Originality/value An integrated model of destination brand equity dimensions and overall destination brand equity was tested in a tourism city in the context of a developing economy. Moreover, relevant implications are provided for destination marketers as to how to improve destination brand equity in the tourism industry.

Destination brand equity and tourist's revisit intention towards health tourism: an empirical study

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Muhammad Sabbir Rahman ◽  
Surajit Bag ◽  
Hasliza Hassan ◽  
Md Afnan Hossain ◽  
Rajesh Kumar Singh
Keyword(s):  
Brand Equity ◽  
Medical Tourism ◽  
Tourism Destination ◽  
Health Tourism ◽  
Content Type ◽  
Brand Association ◽  
Revisit Intention ◽  
Tourism Destinations ◽  
Destination Brand ◽  
The Relationship

PurposeThis paper aims to investigate the relationship between destination brand equity and tourist's revisit intention towards health tourism destinations. The study also examines the mediating effect of destination brand association between destination-based brand equity and travellers' revisit intention for health tourism destinations.Design/methodology/approachA survey instrument is used to examine the relationships in the proposed model using the co-variance-based structural equation modelling (SEM) technique. The collected primary data from two hundred forty-six respondents (n = 246) are analysed to test the relationship amongst exogenous, mediating, moderating and endogenous constructs articulated in the proposed structural model.FindingsEmpirical findings reveal that destination brand equity influences the revisit intention of a traveller for health tourism via destination brand association. The perceived trust, reliability and soft issues of a traveller moderate the relationship between destination brand equity and destination brand association. Enduring travel involvement also proves a significant moderation effect on the relationship between destination brand association and the revisit intention of a traveller for a health tourism destination.Practical implicationsThis paper is an initial attempt to develop and empirically examine a conceptual model of the intention of a traveller to revisit a health tourism destination in a dynamic process of information search using the data collected from current travellers after medical tourism-related trips. Results suggest that stakeholders must focus on hedonic and utilitarian factors of the destination that are recognised by travellers to encourage revisit for medical tourism.Originality/valueAlthough there have been numerous studies on health tourism. However, to the best of the authors' knowledge, this research is a pioneer in the healthcare tourism literature that links destination brand equity, brand association and revisit intention of a traveller for health tourism. These findings extend the knowledge of how healthcare tourism that is embedded with destination brand equity and destination brand association. The study findings potentially benefit the marketers for gaining competitive advantages through considering the experience of a traveller.

scholarly journals On-Line Destination Branding: An Investigation Into The Divergence Between Brand Goals And On-Line Implementation

2014 ◽  
Vol 30 (6) ◽  
pp. 1597 ◽  
Author(s):  
Jens Blumrodt ◽  
Adrian Palmer
Keyword(s):  
Cultural Differences ◽  
Brand Image ◽  
Tourism Destination ◽  
Destination Branding ◽  
Website Development ◽  
French And English ◽  
On Line ◽  
Tourism Destinations ◽  
Natural Settings ◽  
Destination Brand

The marketing of tourism destinations has become increasingly competitive. However, a tourism destination cannot be seen as a single destination-based entity competing with other destinations. Each tourism destination manager must typically integrate a network of interested stakeholders and mediate between political aims and operational realities. Websites are an increasingly important focus for competitive differentiation of tourism destinations. This research examines the effects of cultural differences on website development by comparing cultural environments typified by a prevalence of collectivism with those typified by individualism. Websites from a sample of French and English seaside tourism destinations are compared, with a focus on tourism destination brand image elements. Our approach combines two methods. First, we analyse specific communicated images. Second, interviews with officials of these cities are undertaken to compare the communicated image to the desired one. We find that cities with a similar environment communicate elements of their natural settings as well as other brand elements, but the communicated image often does not correspond to the desired brand image. Therefore we propose a model to promote the desired destination brand image.

scholarly journals KETERKAITAN VARIABEL BRAND AWARENESS, BRAND IMAGE, BRAND QUALITY DAN BRAND VALUE TERHADAP BRAND LOYALTY

BISMA ◽  
2019 ◽  
Vol 13 (3) ◽  
pp. 158
Author(s):  
Verinita Verinita
Keyword(s):  
Brand Loyalty ◽  
Brand Image ◽  
Sampling Technique ◽  
Brand Awareness ◽  
High Price ◽  
Brand Value ◽  
Tourism Destination ◽  
Brand Quality ◽  
West Sumatra ◽  
Positive Effect

This study aims to analyze the effect of brand awareness, brand image, brand quality, and brand value on brand loyalty of the domestic tourists visiting Air Manis Beach, Padang City, West Sumatra Province. This research is a quantitative survey employing a purposive sampling technique with the sample consisted of 105 domestic tourists. Data were analyzed using multiple linear regression run by SPSS version 16. Results showed that brand awareness has a positive but not significant effect on brand loyalty. This indicated that the reputation and good characteristics of Air Manis Beach do not significantly influence loyalty. The brand image had a significant and positive effect on brand loyalty, which means that a good image can increase loyalty. Brand quality had a significant and positive effect on brand loyalty, which means that accommodation, safety, cleanliness, good experience, and interesting attractions can increase loyalty. Brand value had a negative and not significant effect on brand loyalty, which means that the high price of the tourism destination cannot increase tourist loyalty. Domestic tourists wish to visit a tourism destination that provides interesting and unique experiences and attractions offering at a reasonable price.

scholarly journals Implementasi Komunikasi Daring dalam Menunjang Jawa Barat sebagai Destinasi Pariwisata Cerdas

2020 ◽  
Vol 12 (1) ◽  
pp. 53
Author(s):  
Evi Novianti ◽  
Shandra Rama Panji Wulung
Keyword(s):  
Qualitative Analysis ◽  
Online Communication ◽  
Secondary Data ◽  
Global Scale ◽  
Tourism Destination ◽  
West Java ◽  
Tourist Behavior ◽  
Analysis Methods ◽  
Tourism Destinations ◽  
Smart Tourism

Tourism communication currently tends to be online-based and refers to tourist behavior preferences. West Java as a tourism destination has a variety of online-based tourism communication. This study aims to identify the efforts of the Tourism and Culture Office of West Java in realizing West Java as a smart tourism destination through online communication and the Smiling West Java mobile application. The qualitative method is the approach in this study with primary and secondary data collection. The unit of analysis in this research covers the function of online communication media utilities and components of tourism destinations. This study uses qualitative analysis methods and content analysis methods and is complemented by descriptive qualitative analysis methods through data analysis before going to the field, data reduction, data presentation, and concluding. The efforts of the Tourism and Culture Office of West Java in communicating tourism through three main online media namely websites, social media, and mobile applications. Smiling West Java is a manifestation of smart tourism destinations owned by West Java and provides global scale competitiveness. Komunikasi pariwisata saat ini cenderung berbasis daring dan mengacu kepada preferensi perilaku wisatawan. Jawa Barat sebagai destinasi pariwisata memiliki berbagai komunikasi pariwisata berbasis daring. Penelitian ini bertujuan untuk mengidentifikasi upaya Dinas Pariwisata dan Kebudayaan Provinsi Jawa Barat dalam mewujudkan Jawa Barat sebagai destinasi pariwisata cerdas melalui komunikasi daring dan aplikasi seluler Smiling West Java. Metode kualitatif menjadi pendekatan pada penelitian ini dengan pengumpulan data data primer dan sekunder. Unit analisis dalam penelitian mencakup fungsi utilitas media komunikasi daring dan komponen destinasi pariwisata. Penelitian ini menggunakan metode analisis kualitatif dan metode analisis isi dan dilengkap dengan metode analisis deskriptif kualitatif melalui analisis data sebelum ke lapangan, reduksi data, penyajian data, dan penarikan kesimpulan. Upaya Pemerintah Provinsi Jawa Barat melalui Dinas Pariwisata dan Kebudayaan dalam mengkomunikasikan pariwisata melalui tiga media daring utama yaitu situs web, media sosial, dan aplikasi seluler. Smiling West Java menjadi manifestasi destinasi pariwisata cerdas yang dimiliki oleh Jawa Barat dan memberikan daya saing skala global.

Tourists' Perspectives on Brand Image and Brand Loyalty of KwaZulu-Natal

2021 ◽  
Vol 4 (2) ◽  
pp. 99-123
Author(s):  
Pamela S. Mhlongo ◽  
◽  
Ikechukwu O. Ezeuduji
Keyword(s):  
South Africa ◽  
Brand Loyalty ◽  
Questionnaire Survey ◽  
Brand Image ◽  
Tourism Destination ◽  
Kwazulu Natal ◽  
Brand Attributes ◽  
Tourism Destinations ◽  
Sub Saharan

Destinations with strong brands will possibly perform better and hold more value than destinations with unbranded offerings. As sub-Saharan Africa's tourism destinations are becoming increasingly similar, competition among them has become very intense. This research aims to measure tourists' perceptions of KwaZulu-Natal destinations' brand image and brand loyalty. A questionnaire survey of 411 respondents revealed that most tourists are attached to the KwaZulu-Natal destination and will likely return. Furthermore, they are willing to recommend KwaZulu-Natal as a preferred tourism destination to their family and friends. Therefore, it is recommended that KwaZulu-Natal tourism destination marketers capitalise on the destination‘s brand attributes that make the destination a strong brand to strengthen its role in South Africa and globally as a cultural and natural destination.

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