A social media approach to evaluating heritage destination perceptions: the case of Istanbul

Marketing strategies have long been considered essential for the development of successful destination brands. Their success, however, lies not upon the plans decided in closed boardrooms between tourism stakeholders, but upon the position the destination holds in the minds of actual and potential travellers. This may lead either to a competitive advantage and positive word-of-mouth or, alternatively, to pricy yet unsuccessful investments. Particularly heritage destinations often find themselves struggling to reinvent themselves and balance between current consumer trends and their local culture, which national stakeholders often believe to preannounce the success of their branding strategies. Within these lines, destination image from the tourists' point-of-view, offers a valuable evaluation and potential strategic tool, especially when assessed through its reflections on popular online media. Given the prioritization of culture and heritage for Istanbul as a tourism destination, their importance for tourists posting online is put on the scope as well. Destination image and online marketing are both popular research domains in the tourism literature. Still, limited studies attempt to assess destination image as reflected through actual tourists’ evaluations and reviews on social media. The current study contributes towards this direction, and embarks upon to analyse the three image components (i.e. cognitive, affective, conative) in the case of Istanbul. The destination image concept is presented from the tourists’ point-of-view, as they review Istanbul on TripAdvisor throughout the summer in 2013. Findings describe the destination image factors influencing online behavior, thereby contributing to extant knowledge. Finally, the study provides practitioners with a better understanding of travelers' image perceptions

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

Assessing destination brand equity: An integrated approach

Commonly, when referring to destination brand equity, four dimensions are taken into consideration: awareness, image, quality and loyalty. Building on product and corporate brand equity and the definition of destination branding, the present paper includes a marketing approach towards developing a structural model incorporating a fifth dimension; that of cultural brand assets. The proposed model, focused on cultural urban destinations, was tested from the perspective of international tourists visiting Rome. Findings indicate that the five dimensions are interrelated and important for the customers' evaluation of a cultural destination. Consistent with place and destination branding literature, the significance of specific cultural brand assets is emphasized. The study provides practitioners with a better understanding of the dimensions which may lead to favorable brand evaluations. Finally, it describes the structural relationships which are developed between assets, awareness, associations and quality, and links them with the intention to re-visit and recommend as outcomes leading to destination loyalty

Incorporating vanity into a luxury Value-Attitude-Behavior Model-Evidence from luxury restaurant consumers

Existing theories of the effect of luxury value on consumers may require adjustment when applied to service-based products. To contribute to the literature, this study incorporates a “vanity” variable into a luxury value-attitude-behavior model. A total of 150 participants from Taiwan completed questionnaires. All hypotheses are supported

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

Aspects of sustainability in the destination branding process: a bottom-up approach

The concept of sustainability is based on the premise that the inhabitants of a destination should be involved in the way that destination is managed and promoted. At the same time, the literature of place branding emphasizes the important role of local stakeholders in the creation of a true and reliable place brand. In fact, the process of developing a destination brand begins with the aim of shaping the identity of a destination; what the destination stands for. The sustainable dimensions of the destination branding process are explored, while focus groups and structured questionnaires are used to evaluate the usefulness of projection techniques in the process of building a brand identity. It seems that the use of the personification technique could work as an effective destination positioning exercise and as an alternative proposal to the outdated clichés used in tourism promotion