DOI•
Destination branding and visitor brand loyalty: Evidence from mature tourism destinations in Greece
20 Dec 2016-Vol. 11, Iss: 5, pp 102-120
TL;DR: In this article, the authors examined attitudes of past visitors of mature destinations and found that trust in a destination brand has high influence in developing loyalty towards the destination. But they did not examine the relationship between brand characteristics, destination characteristics, and visitor characteristics.
Abstract: Destination brands provide the link between visitors and destination management organisations; tourists may or may not develop a degree of loyalty to destinations as brands. This study suggests that trust in a destination brand has high influence in developing loyalty towards the destination. Based on hypotheses developed, trust in a destination as a brand is influenced by brand characteristics, destination characteristics and visitor characteristics. The survey took place in Greece and examined attitudes of past visitors of mature destinations. Survey results demonstrate that destination brand characteristics appear more important in their impact on a visitor’s trust in a brand. It was also found that trust in a destination brand is positively influencing brand loyalty and repeat visitation intentions.
Citations
More filters
10 Jun 2016
TL;DR: In this paper, the authors study the factors influencing the development of networked collaboration between small and medium-sized businesses in the Italian tourist industry and propose new development processes to deal with the notable difficulties that the sector is subjected to.
Abstract: The aim of the paper is to study the factors influencing the development of networked collaboration between small and medium-sized businesses in the Italian tourist industry. These businesses are obliged to choose networking when faced with difficulties of growth and the need to improve their offer for increasingly discerning customers. The paper aims to add to the recent studies on the management and governance of small and medium- sized tourism businesses, and to pinpoint new development processes to deal with the notable difficulties that the sector is subjected to. A survey was carried out by administering a questionnaire to a sample of Italian travel agencies and tour operators, specialising in incoming and outgoing activities. The sample consisted of 2,200 enterprises (or 70% of the total operating in Italy) and was addressed only to small or medium-sized businesses (with less than 250 employees and a turnover less than 40 million euros a year). The narrowness of the sample analysed constitutes a limit to the work, and eventual future studies should try to analyse all tourism companies with a view to discovering new business opportunities, relieve critical situations and above all, call attention to appropriate issues of governance.
83 citations
DOI•
30 Jan 2020TL;DR: The authors explored consumers' experiences with technology-assisted service encounters by investigating the applicability of Mick and Fournier's paradoxes of technology adoption to the social media as distribution channel in tourism scenario.
Abstract: The study reported in this paper explores consumers’ experiences with technology-assisted service encounters by investigating the applicability of Mick and Fournier’s paradoxes of technology adoption to the social media as distribution channel in tourism scenario. In-depth interviews were conducted to explore consumers’ experiences when using social media distribution services and the results were compared to those of Mick and Fournier. The findings are similar, suggesting that when consumers adopt online technology like social media, they can simultaneously develop positive and negative attitudes. The findings of this study also suggest that the nature of some of the paradoxes experienced by consumers may depend on the industry (tourism in this study) and the technology (social media in this study) being investigated.
46 citations
Cites background from "Destination branding and visitor br..."
...Competence results when consumers understand how a particular technology works and incompetence results when they are ignorant of how to use a particular technology (Yang & Fang, 2004; Chatzigeorgiou & Christou, 2016)....
[...]
12 Jun 2016
TL;DR: In this paper, the authors analyze the effects of co-creation of a tourist brand image projected in Twitter by using NVIVO 11 and show that the results show that there is no brand awareness and that the effect of brand awareness on tourism brand image cocreation is negative.
Abstract: The purpose of this paper is to analyze the effects of co-creation of a tourist brand image projected in Twitter by using NVIVO 11. It takes the case study of the Smart Fuerteventura brand, an ecotourism association made up of a group of local firms. The brand concept is linked to the enhancement of heritage of the island of Fuerteventura, that is included in the World Network of Biosphere Reserves. The results show that there is no brand awareness and co-creation is negative. This analysis can contribute to methodologies on marketing strategies within the framework of co-creation in similar destinations.
39 citations
DOI•
06 Feb 2017
TL;DR: In this paper, the authors present a conceptual model that demonstrates the dynamic nature of the relationship between service quality and delegate satisfaction in the conference sector, based on theories derived from social psychology and previous research in the marketing, management, and services literature.
Abstract: This study presents the development of a conceptual model that demonstrates the dynamic nature of the relationship between service quality and delegate satisfaction in the conference sector, based on theories derived from social psychology and previous research in the marketing, management, and services literature. The model was tested using sample data from delegates of four different academic conferences and was modified as a result of empirical results. The final model improves understanding of the relationship between service quality and delegate satisfaction because these constructs were examined from the process perspective of a conference experience; it portrays service quality and satisfaction in the context of a complete system.
33 citations
Cites background from "Destination branding and visitor br..."
...…market share in the conference industry; yet, it is not clear to conference organisers which of the two constructs is the means to an end, or even whether they are separate constructs (Haber & Lerner, 1998; Christou, 2003; Bazera & Gomes, 2015; Chatzigeorgiou & Christou, 2016; Kido-Cruz, 2016)....
[...]
27 Mar 2017
TL;DR: In this paper, a combined re-analysis of multiple qualitative case studies and empirically developed destination governance dimensions from a practitioner point of view is presented, showing that theoretical conceptualisation of destination governance and practical foci differ in some respects.
Abstract: Most of research on destination governance focuses on reporting the results of single case studies, whose findings are often related to the particularities of the specific destinations considered. As a result, there is little (empirical) consistency in underlying principles and dimensions of destination governance. To overcome this gap, this paper presents a combined (re-)analysis of multiple qualitative case studies and empirically develops destination governance dimensions from a practitioner point of view. Findings show that theoretical conceptualisation of destination governance and practical foci differ in some respects: In contrast to governance theory, practitioners refer more to context, process and change.
29 citations
References
More filters
01 Jan 1978
13,810 citations
"Destination branding and visitor br..." refers methods in this paper
...3 was used to identify whether a variable is part of a factor (Nunnally, 1978)....
[...]
...Construct validity of the measures was examined through factor analysis; a factor loading of at least 0.3 was used to identify whether a variable is part of a factor (Nunnally, 1978)....
[...]
...Cronbach coefficient alpha was calculated in order to examine internal consistency and the reliability of the scales; a Cronbach alpha of 0.70 or higher is sufficient (Nunnally, 1978)....
[...]
TL;DR: In this article, a conceptual model of brand equity from the perspective of the individual consumer is presented, which is defined as the differential effect of brand knowledge on consumers' perceptions of the brand.
Abstract: The author presents a conceptual model of brand equity from the perspective of the individual consumer. Customer-based brand equity is defined as the differential effect of brand knowledge on consu...
12,021 citations
"Destination branding and visitor br..." refers background in this paper
...Later, researchers like Jacoby (1971) and Keller (1993) argued that brand loyalty has two components: brand loyal behaviour and brand loyal attitudes....
[...]
Book•
01 Jan 1995
TL;DR: In this article, Aaker uses real brand-building cases from Saturn, General Electric, Kodak, Healthy Choice, McDonald's, and others to demonstrate how strong brands have been created and managed.
Abstract: As industries turn increasingly hostile, it is clear that strong brand-building skills are needed to survive and prosper. In David Aaker's pathbreaking book, MANAGING BRAND EQUITY, managers discovered the value of a brand as a strategic asset and a company's primary source of competitive advantage. Now, in this compelling new work, Aaker uses real brand-building cases from Saturn, General Electric, Kodak, Healthy Choice, McDonald's, and others to demonstrate how strong brands have been created and managed. A common pitfall of brand strategists is to focus on brand attributes. Aaker shows how to break out of the box by considering emotional and self-expressive benefits and by introducing the brand-as-person, brand-as-organisation, and brand-as-symbol perspectives. A second pitfall is to ignore the fact that individual brands are part of a larger system consisting of many intertwined and overlapping brands and subbrands. Aaker shows how to manage the "brand system" to achieve clarity and synergy, to adapt to a changing environment, and to leverage brand assets into new markets and products. As executives in a wide range of industries seek to prevent their products and services from becoming commodities, they are recommitting themselves to brands as a foundation of business strategy. This new work will be essential reading for the battle-ready.
5,078 citations
"Destination branding and visitor br..." refers background in this paper
...Tourism destination marketers have long been interested in the concept of brand loyalty because brand loyalty is a measure of the attachment that a customer has to a brand (Aaker, 1991; Aaker, 1996)....
[...]
TL;DR: In this article, the authors modeled commitment in channel relationships as a function of each party's perception of the other party's commitment, self-reported and perceived pledges (idiosyncratic investments and c...
Abstract: Commitment in channel relationships is modeled as a function of (1) each party's perception of the other party's commitment, (2) self-reported and perceived pledges (idiosyncratic investments and c...
3,220 citations
Additional excerpts
...Destination reputation was measured by asking respondents to rate the destination in terms of its reputation for fairness, safety and honesty (Anderson and Weitz, 1996; Nella & Christou, 2016)....
[...]
TL;DR: In this paper, the authors present managers with a framework for measuring the strength of a brand by examining ten sets of measures grouped into five categories: loyalty, perceived quality, associations, awareness, and market behavior.
Abstract: This article presents managers with a framework for measuring the strength of a brand. It specifically examines ten sets of measures grouped into five categories: loyalty, perceived quality, associations, awareness, and market behavior. Employing these measures can be difficult and their results must be used carefully. However, they have the capacity to provide managers with a set of important and extremely useful measurement tools.
3,107 citations
"Destination branding and visitor br..." refers background in this paper
...Tourism destination marketers have long been interested in the concept of brand loyalty because brand loyalty is a measure of the attachment that a customer has to a brand (Aaker, 1991; Aaker, 1996)....
[...]