Design and validation of the Brand Personality Scale in Tourist Destinations

"The new modality caused by COVID-19 has significantly affected tourism, from the decrease in demand and the deterioration of facilities due to lack of budget to the point of becoming unattractive. In response to this, the objective of this research work is to design and validate a scale to measure Brand Personality in Tourist Destinations (BPTD). The results were structured in three phases. In the first phase, an exhaustive search of the bibliography and first version of the instrument were generated. Moreover, a panel of 12 professionals between academics and managers was held, who evaluated the features and content validation by a panel of 7 experts. In the second phase, data collection was carried out with the participation of 998 tourists. In the third phase, exploratory and confirmatory factor analysis was carried out, obtaining a KMO of 0.979 and a p-value of 0.000. The total explained variance of the 21 items grouped in three dimensions represents 87.27%. In the confirmatory analysis, χ2 = 921.57, p = 0.000, RMR = 0.069, GFI = 0.917, AGFI = 0.829, CFI = 0.980, TLI = 0.976, NFI = 0.975, IFI = 0.980 and RMSA = 0.065, with an appropriate internal consistency (performance: α = 0.984; social innovation α = 0.982; honesty α = 0.964). Composite reliability was CR > 0.70 and convergent validity was AVE > 0.5. In conclusion, the values imply an acceptable adjustment, for which the model is adequate, and the scale is valid to be applied in tourism.

Dimensions of Tourists’ Emotional Experiences towards Hedonic Holiday Destinations

Destinations are more likely to be successful if they recognize the experiential qualities of their offerings. However, with some exceptions, research into the emotional content of the destination experience remains largely underexplored. This current research addresses this lacuna and empirically investigates the dimensions of tourists’ emotional experiences towards hedonic holiday destinations. Adopting a rigorous scale development procedure, exploratory and confirmatory factor analyses identify three salient dimensions to represent the destination emotion scale (DES) namely: joy, love and positive surprise. Additionally, tourists’ emotional experiences were related to satisfaction, which in turn has a significant influence on behavioural intentions. Findings offer important implications for destination marketers in relation to branding and emotional experience management

Destination brand positioning slogans - towards the development of a set of accountability criteria

A significant gap in the tourism and travel literature exists in the area of tourism destination branding. While interest in applications of brand theory to practise in tourism is increasing, there is a paucity of published research in the literature to guide destination marketing organisations (DMOs). In particular there have been few reported analyses of destination brand positioning slogans, which represent the interface between brand identity and brand image. Brand positioning is an inherently complex process, exacerbated for DMOs by the politics of decision making. DMOs must somehow capture the essence of a multi-attributed destination community in a succinct and focused positioning slogan, in a way that is both meaningful to the target audience and effectively differentiates the destination from the myriad of competitors offering the same features. Based on a review of the brand positioning literature and an examination of destination slogans used in the USA, Australia and New Zealand, the paper proposes a set of slogan criteria by which a DMO’s marketing manager, political appointees and advertising agency could be held accountable to stakeholders

Am I Ibiza? Measuring brand identification in the tourism context

Understanding brand identification is critical when developing successful relationships between tourists and the destinations they visit. Nevertheless, there is an absence of academic work that measures tourist destination brand identification. The purpose of this study is to develop a scale to measure brand identification within the context of tourism. The study develops 24 measurement items to construct a survey instrument. The instrument is then administered to collect data from a sample of 308 Ibizan tourists. Following a rigorous scale development process, a one-dimensional brand identification model is identified. Finally, a refined scale consisting of seven measurement items is developed. This scale is validated with a new sample of 126 Ibizan visitors. Multi-step psychometric tests verify that the new brand identification scale is reliable and valid. Destination managers could use this scale to evaluate and identify highly acknowledged tourist segments, and more accurately implement the corresponding promotional strategies to this target.This research was funded by a grant from the Spanish Ministry of Science and Innovation (National Plan for Research, Development and Innovation ECO2014-59356-P and ECO2015-69103-R

Mediating Effects of Place Attachment and Satisfaction on the Relationship between Tourists’ Emotions and Intention to Recommend

This study develops a model based on the developmental theory of place attachment. The model considers the influence of tourists’ emotions on place attachment and the mediating effects of satisfaction and place attachment on the relationship between tourists’ emotions and intention to recommend. The model was tested using data collected from 464 international tourists at the end of their trip to Thailand. Results show that positive emotions, negative emotions and satisfaction are significant determinants of place attachment. In particular, negative emotions display a positive relationship with place attachment. In addition, only satisfaction mediates the relationship between tourists’ emotions and intention to recommend. Findings highlight the need for researchers to incorporate emotions in modeling place attachment and offer implications for marketers promoting Thailand as a tourist destination

Developing a structural brand equity model for cultural destinations

Purpose – This paper aims to investigate the structural relationships between the brand equity (BE) dimensions, when the fifth dimension of cultural brand assets is incorporated. The paper seeks to establish and validate a five-dimensional BE measure for cultural urban destination, by comparing findings in two destinations. Design/methodology/approach – The structural model was tested from the perspective of 399 international tourists visiting Athens. Confirmatory factor analysis and structural equation modeling analysis are used to test and validate an integrated BE model for cultural destinations. Findings are compared with respective ones in the case of Rome. Findings – Findings reveal the significance of cultural brand assets for the BE of cultural urban destinations. Further, the study provides useful insight into the theory of reasoned action by investigating the structural relationships developed between BE dimensions and their impact on loyalty. Research limitations/implications – The study argues that the summative valence of associations, as described in the theory of reasoned action, can be applied in the case of a cultural destination as well. Research directions, including additional place brand dimensions, additional destinations, stakeholders groups or multi-group analysis, are advised to verify and generalise the application of the five-dimensional BE model. Practical implications – Findings reveal those cultural brand assets which can help practitioners build up coherent and successful proprietary brand assets. Quality is a necessary pre-requisite to enhance loyalty. In the case of Athens, associations influence only indirect loyalty through their impact on quality. Originality/value – This study offers to the limited literature concerning structural relationships developed among all five BE dimensions and consumer decision-making models in a tourism context. Moreover, the study contributes to the under-researched dimension of cultural brand assets.</p

Destination brand equity research from 2001 to 2012

The present study delves into a review of the destination brand equity literature published since 2001, aiming to offer tourism researchers a reference guide to the general context, corresponding methods,and focus of previous works. A multisource search resulted in the identification of 64 relevant papers. Content analysis using multiple classifier variables provides further insights into specific geographical, conceptual, and methodological aspects. Conclusions pertain to the multidimensional character of the construct, the methodology, and context in which destination brand performance has been developed. Destination brand equity appears as a rapidly conceived concept, borrowed from traditional (corporate/product) branding theory, while discussion on its definition and operationalization is still in progress and has yet to mature in a multidisciplinary context. As the first attempt to review destination brand equity within the top tourism and marketing journals and relevant search engines, the study may contribute to a comprehensive overview of the field. The outcomes offer marketing scholars an in-depth view of the concept, providing an overall insight on the various ways destination brands might be evaluated

Understanding the Relationships between Tourists’ Emotional Experiences, Perceived Overall Image, Satisfaction, and Intention to Recommend

The purpose of this study is to empirically test an integrative model linking tourists&#039; emotional experiences, perceived overall image, satisfaction, and intention to recommend. The model was tested using data collected from domestic tourists visiting Sardinia, Italy. Results show that tourists&#039; emotional experiences act as antecedents of perceived overall image and satisfaction evaluations. In addition, overall image has a positive influence on tourist satisfaction and intention to recommend. The study expands current theorizations by examining the merits of emotions in tourist behavior models. From a practical perspective, the study offers important implications for destination marketers

Tourism in contemporary cities. Proceedings of the International Tourism Studies Association Conference: University of Greenwich, London, UK 17–19 August 2016 Conference Proceedings

The 6th International Tourism Studies Association (ITSA) Biennial conference was held at the University of Greenwich, London, England from 17‐19 August 2016. This was the first time that the conference had been held in Europe and it provided a unique opportunity to meet, hear from and network with tourism scholars and professionals from across Europe, Asia, Australasia, and North and South America. ITSA has a mission to encourage interaction and cooperation between developing and developed countries and the conference was successful in attracting 130 delegates from 29 countries. The main theme of the conference was 'Tourism in Contemporary Cities' with four conference sub‐themes of ‘Tourism Cities and Urban Tourism’, ‘The Chinese Market for European Tourism’, ‘River, Cruise and Maritime Tourism’, and ‘Heritage Tourism in Cities’, The subthemes were chosen to reflect the unique location of the conference on the UNESCO Maritime Greenwich World Heritage Site, and London which is Europe’s most visited tourist destination. The conference also presented ‘Dark Tourism and Cities’ and ‘Tourism and Communist Heritage’ as special sessions