Assessing the role of venturesomeness in a destination consumer-based brand equity model

Cruz-Milán, Oliver

doi:10.1108/jhti-09-2021-0264

Cited by 12 publications

(8 citation statements)

References 99 publications

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“…This study directs the comprehensive DI construct discussed in the article towards construct validity, i.e. assessing the accuracy of translating theory into actual measures (Cruz-Milán, 2021). Future research, following the development of a suitable methodology should also address its construct validity.…”

Section: Discussionmentioning

confidence: 99%

Destination stereotypes: a phenomenon of destination image

Karri

Dogra²

2022

JHTI

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PurposeDespite years of research on destination image (DI), studies have surprisingly failed to investigate how tourists perceive and approach destinations that they are not cognizant about. While prodigious amount of information is available on the dimensionality and nature of DI, little is known about the construct with reference to cognizance, geographical proximity and units. Understanding such an aspect would help destination management organizations (DMOs) in refining their marketing strategies and in improving their destination's competitiveness.Design/methodology/approachThrough an extensive review of literature in areas pertinent to the phenomenon being investigated, this article puts forward a series of propositions, which are then used in the framework entailing the proposed construct of destination stereotypes (DS).FindingsWhile identifying an overlap in concepts pertaining to the fields of marketing and tourism, this study postulates that DS facilitate the extension of a destination's dominant impressions to that of another based on various parameters. It further discusses several courses through which impressions of a particular destination are extended to that of another, thereby putting forward DS as a missing link in tourists' reception of destinations.Practical implicationsDS as a construct helps in identifying the source of an impression which may not be the destination in question but instead another destination. Upon construct validity, the proposed framework would yield insights into other competing destinations and thereby effectively help in altering the extant DI.Originality/valueWhile there have been many studies on tourist stereotypes and DI, it is amongst the first few studies to have discussed stereotypes in the context of destinations and their image, especially with an emphasis on cognizance, geographical proximity and units. Therefore, it acts as a meaningful piece of work towards the progression of the DI literature.

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Section: Discussionmentioning

confidence: 99%

Destination stereotypes: a phenomenon of destination image

Karri

Dogra²

2022

JHTI

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“…Tavitiyaman and Qu (2013) showed that destination image dimensions such as quality of hotels and restaurants and attractions in Thailand triggered travelers' overall satisfaction. Similarly, Cruz-Milàn (2021) found that destination's perceived image (natural environment, services and amenities) positively affected destination satisfaction. Zhang et al 's (2014) meta-analytic study showed that overall image, when compared with the affective-cognitive joint images, exerted the highest effect on tourist loyalty.…”

Section: Theoretical Backgroundmentioning

confidence: 92%

Does a highly standardized international advertising campaign contribute to the enhancement of destination image? Evidence from Turkey

Üner

Karatepe

Çavuşgil

et al. 2022

JHTI

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PurposeDoes a highly standardized international advertising campaign enhance destination image? Drawing evidence from Turkey's Home Global Image Campaign, the authors investigate this fundamental question. This would help the authors to understand whether there are significant differences in cognitive and affective image among tourist groups in Europe in a destination where there is a highly standardized international advertising campaign.Design/methodology/approachData collected from British, German, French and Italian tourists through the official Twitter account of the Turkish Ministry of Culture and Tourism (TMCT) were used to carry out the quantitative analysis. Analysis of variance test was performed to assess the differences in nationalities. The Scheffe test was also applied as a post hoc comparison.FindingsCognitive image attributes such as “good value for money,” “good climate,” “interesting and friendly people,” “beautiful scenery and natural attractions,” “interesting cultural attractions,” “appealing local food (cuisine)” and “hygiene and cleanliness” are found to be less favorable in the perceptions of French tourists than those of British, German and Italian tourists. British, German and Italian tourists perceive Turkey as a more pleasant destination than French tourists. Overall, the findings suggest that a highly standardized international advertising campaign fails to boost the destination image for all nationalities.Practical implicationsThe TMCT officials should use the adaptation strategy in international advertising campaigns since the findings denote that the “one-size-fits all” approach is problematic. The TMCT should support and promote environmental sustainability efforts and green hotel practices to attract more tourists and use them in different communication channels.Originality/valueAssessment of affective and cognitive destination images (differences) is still an unresolved issue in the destination management and marketing literature. It seems that there is no empirical study investigating the cognitive and affective image attributes of a destination based on standardization versus adaptation approaches. This paper makes a contribution to the current literature by demonstrating that using the same image campaign in different markets is a practice that fails to achieve the intended goals.

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“…The economic impact of the pandemic has been severe, and it will take some time before we can return to the size and scale of pre-Covid events. Planning for the near future remains uncertain (Cruz-Mil an, 2023). While much has changed in the 20 years since Tourism Studies began, festivals have proven to be resilient and will likely re-emerge in the future, perhaps not unscathed, but with renewed purpose (Duffy and Mair, 2021).…”

Section: Practical Implicationsmentioning

confidence: 99%

“…Revisit intention is a result of positive experiences during a tourist's visit (Han and Kim, 2010). Satisfied tourists tend to hold positive attitudes towards a destination and are more likely to return to it (Huang and Hsu, 2009; Mat Som et al , 2012; Cruz-Milán, 2023). Research in the tourism industry has shown that tourist satisfaction is a strong predictor of a person's intention to revisit and recommend a destination to others.…”

Section: Literature Reviewmentioning

confidence: 99%

Antecedents and outcomes of the consumer-based brand equity of events and its importance for destinations: the case of Portuguese music festivals

Van-Dúnem

Coelho

Bairrada

2023

IJEFM

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PurposeEven though the importance of understanding festivals from a tourism attraction development perspective has been addressed, few studies have examined the factor of brand equity in festival tourism. For that reason, this research examines the antecedents and consequents of the consumer-based brand equity (CBBE) of an event.Design/methodology/approachAfter data collection, which was carried out through a questionnaire, the structural equation model was used to analyze the statistical data. The results were based on a sample of 329 participants who attended two major music festivals in Portugal: NOS Primavera Sound and NOS Alive Portugal.FindingsFor both samples, this research shows that many aspects related to the event (image, experience and satisfaction) impact CBBE and CBBE influences destination image, the intention to revisit the destination and the intention to recommend the destination.Originality/valueThis study presents itself as innovative since it brings the CBBE of an event to the center of an investigation, showing how it helps transfer the effects of image, satisfaction and the experience of a festival to a destination image, the intention to revisit and the intention to recommend a place.

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Assessing the role of venturesomeness in a destination consumer-based brand equity model

Cited by 12 publications

References 99 publications

Destination stereotypes: a phenomenon of destination image

Destination stereotypes: a phenomenon of destination image

Does a highly standardized international advertising campaign contribute to the enhancement of destination image? Evidence from Turkey

Antecedents and outcomes of the consumer-based brand equity of events and its importance for destinations: the case of Portuguese music festivals

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