“How Brands Can Influence Consumers’ Attitudes Towards Visiting Brand-related destinations”
-
Miguel A. Ruz-Mendoza
and
Omar Chabán
Abstract
The image of a tourist destination is a fundamental element in understanding the process of analysis and choice by tourists. Destination Marketing Organizations (DMOs) work in a coordinated way to promote the qualities of a destination. However, other stimuli may escape the direct control of these organizations. Among these stimuli, there is a gap in the literature that has not been studied so far: the possible effect of brands linked to a destination on consumers’ attitudes toward visiting that destination. This article analyzes this effect through the consumer satisfaction effect on customer-based destination brand equity (CBDBE). The results confirm this chain of effects. From a theoretical perspective, we contribute to reinforcing studies that analyze the effect of CBDBE on destination choice. From a mangerial point of view, we highlight the need to expand the reference of stimuli that can affect CBDBE for a greater impact and efficiency of the actions developed by DMOs.
Appendix A: Scales of measurement (Cronbach’s alpha, CR, AVE; Sources of reference)
| Construct | Statement | References |
|---|---|---|
| Satisfaction | SAT1: In terms of what I expect, I am satisfied with this restaurant | Adapted from Fuentes-Blasco et al. (2017) |
| α = 0.946; CR = 0.957; AVE = 0.815 | SAT2: I think I have chosen a very good restaurant | |
| SAT3: It is a pleasure visiting this restaurant | ||
| SAT4: Eating in this restaurant is pleasant. | ||
| Destination awareness | DAW1: I can imagine what Seville is like as a tourist destination. | Adapted from Huerta-Álvarez, Cambra-Fierro, and Fuentes-Blasco (2020), Yoo, Donthu, and Lee (2000) |
| α = 0.897; CR = 0.913; AVE = 0.808 | DAW 2: I am aware of Seville. | |
| DAW 3: I can recognize Seville as a tourist destination. | ||
| Perceived quality of destination | PQD1: The quality of lodging in Seville is excellent. | Adapted from Huerta-Álvarez, Cambra-Fierro, and Fuentes-Blasco (2020), Yoo, Donthu, and Lee (2000) |
| α = 0.917; CR = 0.941; AVE = 0.735 | PQD2: The quality of infrastructures for tourism in Seville is excellent. | |
| PQD3: Seville, as a tourist destination, offers consistent quality. | ||
| PQD4: The probability of Seville being reliable as a tourist destination is very high. | ||
| PQD5: I can expect superior performance with regard to what’s on offer in Seville. | ||
| Destination image | DIM1: I can visualize several characteristics of Seville as a tourist destination. | Adapted from Huerta-Álvarez, Cambra-Fierro, and Fuentes-Blasco (2020), Yoo, Donthu, and Lee (2000) |
| α = 0.914; CR = 0.942; AVE = 0.788 | DIM2: Seville stands out above other tourist destinations. | |
| DIM3: Seville stands out above other tourist destinations. | ||
| DIM4: I know what Seville is. | ||
| Attitude towards visiting the city | ATV1: I would like to visit Seville in the near future | Adapted from Molinillo et al. (2018) |
| ATV2: Seville is one of my first options for traveling in the near future | ||
| ATV2: I would like to recommend Seville as a tourist destination to friends and acquaintances. | ||
| α = 0.903; CR = 0.930; AVE = 0.671 | ATV3: I would still consider traveling to Seville even if the cost of the trip went up. |
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Articles in the same Issue
- Frontmatter
- Reduction of Ivory Product Purchase in China: The Role of Cultural Values on Ethical Consumption
- The Prospection and Retrospection of Experiential Purchases as More Meaningful Memories: Social and Affective Implications
- “How Brands Can Influence Consumers’ Attitudes Towards Visiting Brand-related destinations”
- Consumer Behaviour on AI Applications for Services: Measuring the Impact of Value-Based Adoption Model on Luxurious AI Resorts’ Applications
- AI-Powered Augmented Reality App Satisfies My Beauty Needs and Want
- The 4Ps Marketing Strategy as a Driver of Dynamic Capabilities: Path to Consumer/Voter Satisfaction
- Authenticity as a Strategic Weapon: Navigating the Social Media Battlefield to Enhance Brand Loyalty
- Allurement of Augmented Reality on Behavioral Intention: Delineating the Role of Visual Appeal and Arousal Using Information System Success Model
- Don’t Tell Me to Have, but to Do It! The Role of Luxury Desirability Motives in Reducing Counterfeiting Schadenfreude
- “Gusto” or “Taste”? Anglicisms Change Perceived Product Risk and Product Appeal in Italian Print Advertising
- Does Advertising Facilitate Supplier-Provided Trade Credit?
- Understanding the Incongruent Brand Personalities on Social Media: Evidence from Indian Brands
