Measuring Congruence of Affective Images of Destinations and Their Slogans

Lehto, Xinran; Lee, Gwangjin; Ismail, Joseph A.

doi:10.1002/jtr.1923

Cited by 30 publications

(14 citation statements)

References 26 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…Researches utilized a 7-point semantic scale to evaluate affective image (eg. Basaran, 2016;Lehto, Lee, & Ismail 2014;San, & Rodriguez, 2008).…”

Section: Methodology Data Collection and Samplementioning

confidence: 99%

“…Del Bosque & San Martin (2008) measured the affective image of three destinations in Spain using four affective attributes (sleepy-arousing, distressing-relaxing, gloomy-exciting and unpleasant-pleasant). Lehto et al, (2014) examined the affective image of destination and its influence on destination slogan. Their study used 7-point scale based on four affective attributes (pleasant-unpleasant, exciting-gloomy, arousing-sleepy and distressingrelaxing).…”

Section: Stereotype Content Model (Scm)mentioning

confidence: 99%

See 1 more Smart Citation

Promoting Egypt through its National Stereotype: The Role of Stereotype in Evaluating the Components of Destination Image

2020

ITHJ

View full text Add to dashboard Cite

National stereotype could play a crucial role in evaluating tourist destinations. Through the stereotype content model (SCM), the study tried to understand how stereotypes influence destination image components and identify the most influenced one when using such type. The study used qualitative and quantitative methods in examining national stereotype and its effect on the three components of destination image evaluation. Results revealed that there are significant relationships between the two dimensions of Egypt's stereotype (warmth and competence) and its image's three components (cognitive, affective and conative). The results showed that the affective component has the most significant impact on the evaluation process unlike the cognitive and conative components. Using the warmth and competence traits when promoting strong and attractive affective image, is one of the practical implications of the study recommended for marketing managers.

show abstract

“…Researches utilized a 7-point semantic scale to evaluate affective image (eg. Basaran, 2016;Lehto, Lee, & Ismail 2014;San, & Rodriguez, 2008).…”

Section: Methodology Data Collection and Samplementioning

confidence: 99%

Section: Stereotype Content Model (Scm)mentioning

confidence: 99%

Promoting Egypt through its National Stereotype: The Role of Stereotype in Evaluating the Components of Destination Image

2020

ITHJ

View full text Add to dashboard Cite

show abstract

“…Anholt (2010) emphasized the major challenges inherent in designing a brand identity for destinations as large identities, primarily centered on the difficulty in gaining the support of the diverse and eclectic range of destination stakeholders. Typically, the majority of brand positioning slogans developed to communicate these brand identities are based on terms that represent tangible destination attributes or affective benefits, and these are easily imitable by rivals (e.g., Lehto et al, 2012; Pike, 2004; Shanka, 2001). Another option that has not attracted much attention in the destination marketing literature is the opportunity to develop brand positioning themes based on consumers’ personal values.…”

Section: Literature Reviewmentioning

confidence: 99%

Destination Brand Positioning Theme Development Based on Consumers’ Personal Values

Kotsi

Pike

2020

Journal of Hospitality & Tourism Research

View full text Add to dashboard Cite

This research note reports an investigation into the personal values that are salient to consumers when considering stopover destinations during long-haul travel. The findings, from personal interviews using the Repertory Test and laddering analysis, present destination marketers with potential brand positioning themes based on personal values. One of the greatest challenges facing destination marketers is developing a succinct brand positioning theme representative of a multiattributed entity that effectively differentiates from competing places offering similar attributes and benefits. It is argued that the development of a brand identity based on personal values, which subsume a myriad of attributes and benefits, has the potential to appeal to a broader range of travelers. This study, in the context of international stopover destinations for Greek travelers, replicated a similar investigation undertaken in the context of Australian domestic short-break holidays. The commonality between the findings of the two studies supports the development of a proposition that a relatively small number of personal values are relevant across different destination travel contexts. This could represent a solution to the challenge of developing a brand positioning theme that will be relevant across different markets and will appease the diversity of stakeholders at the destination.

show abstract

“…A brand slogan serves as a useful “hook” or “handle” to help tourists capture the meaning of a destination (Keller 2003). A slogan is one of the most critical tools available to marketers to communicate a destination’s unique characteristics to its prospects (Lehto, Lee, and Ismail 2014). Therefore, it is critical for destination management organizations (DMOs) to measure the effectiveness of their slogans in order to improve their communication strategies (Kohli, Leuthesser, and Suri 2007).…”

Section: Introductionmentioning

confidence: 99%

The Effects of Associative Slogans on Tourists’ Attitudes and Travel Intention

Zhang

Gürsoy

2016

Journal of Travel Research

View full text Add to dashboard Cite

The study tests a model that examines the influence of characteristics of associative slogans on tourists’ attitudes toward slogan, attitudes toward destination, and travel intentions as well as the moderating effects of the need for cognition and destination familiarity on these relationships. Findings reveal that extremity has negative effects on attitudes toward slogan, attitudes toward destination, and travel intention; specificity has a positive effect on attitudes toward slogan; and relevancy has positive effects on attitudes toward slogan, and attitudes toward destination. Need for cognition moderates the relationship between extremity and intention, relevancy and attitudes toward slogan and destination, and intention. Familiarity moderates the relationships between extremity and attitudes toward slogan, attitudes toward destination, and the relationship between relevancy and attitudes toward destination.

show abstract

Measuring Congruence of Affective Images of Destinations and Their Slogans

Cited by 30 publications

References 26 publications

Promoting Egypt through its National Stereotype: The Role of Stereotype in Evaluating the Components of Destination Image

Promoting Egypt through its National Stereotype: The Role of Stereotype in Evaluating the Components of Destination Image

Destination Brand Positioning Theme Development Based on Consumers’ Personal Values

The Effects of Associative Slogans on Tourists’ Attitudes and Travel Intention

Contact Info

Product

Resources

About