行銷硏究 : Marketing research

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Engaged Scholarship: A Guide for Organizational and Social Research

This article evaluates a theoretical model based on hypothesized relationships among four constructs, namely, destination image, place attachment, personal involvement, and visitors’ satisfaction as antecedents of loyalty. These relationships are explored for a sample of 705 international visitors staying in hotels on the island of Mauritius. Confirmatory factor analysis is used initially to ascertain the dimensions of the various constructs but also to assess the convergent and discriminant validity of the measurement items. The structural model indicates that destination image, personal involvement and place attachment are antecedents of visitors’ loyalty but this relationship is mediated by satisfaction levels. The findings offer important implications for tourism theory and practice.

http://mastercomputer.persiangig.com/document/Paper_Download/Page_4/123.pdf

Antecedents of Tourists’ Loyalty to Mauritius: The Role and Influence of Destination Image, Place Attachment, Personal Involvement, and Satisfaction

http://jpkc.fudan.edu.cn/picture/article/179/bc/0c/ca58cbde4e718fcb4f835a0bf9b7/75f94f9d-e79a-473e-a067-985f02431185.pdf

A model of destination branding: Integrating the concepts of the branding and destination image

There has been exponential growth in the number of studies of destination image appearing in the tourism literature. However, few have addressed the issues of destination positioning analysis and the role of affective perceptions. This article analyzes the market positions held by a competitive set of destinations through a comparison of cognitive, affective, and conative perceptions. Cognition was identified by trialing a factor analytic adaptation of importanceperformance analysis. Affect was measured using an affective response grid, while conation was gauged by stated intent to visit. The alignment of the results from these techniques identified leadership positions held by two quite different destinations on two quite different dimensions of destination attractiveness. It is suggested that this method of positioning analysis offers a practical means for destination marketers faced with the challenge of identifying the one or few features from their diverse and multiattributed product range that could...

/pdf/destination-positioning-analysis-through-a-comparison-of-2mjfnwmbi0.pdf

Destination Positioning Analysis through a Comparison of Cognitive, Affective, and Conative Perceptions

Destination image analysis—a review of 142 papers from 1973 to 2000

This article presents the first narrative analysis of the areas of research that have developed within the destination marketing field since its commencement in 1973. Given the broad extent of the field, and the absence of any previous reviews in four decades, a key challenge is in providing a focus for such a disparate body of knowledge. The review is structured around one principal question: ‘To what extent is the Destination Marketing Organisation (DMO) responsible for the competitiveness of the destination’? In pursuit of this underlying question, we address a number of themes including nomenclature and the DMO, the evolution of the destination marketing literature, competitiveness as the DMO reason d’etre, and DMO effectiveness including issues of branding and positioning, and future research themes in the field.

Destination marketing organizations and destination marketing : a narrative analysis of the literature

http://eprints.bournemouth.ac.uk/21118/1/Eprints%20-%20Pike%20and%20Page%20-%20DMO%20and%20destination%20marketing-1.pdf

Destination Marketing Organizations and destination marketing: a narrative analysis of the literature.

Prior to completing a tourism marketing PhD the author spent almost two decades working in the tourism industry, mostly in destination marketing organisations (DMOs). In this paper he laments a significant gap in the literature in the area of tourism destination branding, a field that has only attracted academic attention since the late 1990s. While interest in applications of brand theory to practise in tourism is increasing, there is a paucity of published research with which to guide DMOs. There has been relatively little discussion on the complexity involved in capturing the essence of a multi-attributed destination with a succinct and focused brand position, in a way that is both meaningful to the multiplicity of target audiences of interest to stakeholders and effectively differentiates the destination from competitors. The paper summarises six issues that make the application of branding theory to destinations a complex undertaking.

/pdf/tourism-destination-branding-complexity-46tkbur5z2.pdf

Steven Pike

Papers

Destination image analysis—a review of 142 papers from 1973 to 2000

Destination Positioning Analysis through a Comparison of Cognitive, Affective, and Conative Perceptions

Destination marketing organizations and destination marketing : a narrative analysis of the literature

Destination Marketing Organizations and destination marketing: a narrative analysis of the literature.

Tourism destination branding complexity