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Connecting Brand Identity and Consumer-Based Brand Equity for Tourism Destinations

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The study proposes and empirically validates an integrated model of leisure visitors’ destination brand associations that can guide destination marketing and branding activities for both, the brand identity and the consumer-based brand equity (CBBE) perspective. A ten-phase empirical research design is established and data is collected from a sample of German leisure visitors to the Balearic Island of Mallorca, Spain. Structural equation modeling (SEM) provides empirical evidence of construct validity and reveals strong support for the validity of the proposed structural theory of leisure visitors’ destination brand associations. Results also demonstrate that the structural model possesses excellent levels of predictive power and validity. Importantly, the model performs very well in the overall prediction of consumers’ destination brand attitudes and loyalty.

Availability
Inventory Code Barcode Call Number Location Status
21080001992108000199658.8 Hot cCentral Library (OPAC)Available
Detail Information
Series Title
Entrepreneurial Management und Standortentwicklung
Call Number
658.8 Hot c
Publisher
Springer Gabler : Springer Gabler Wiesbaden.,
Collation
xxiv, 357p.:ill
Language
English
ISBN/ISSN
978-3-658-33057-6
Classification
658.8
Content Type
Ebook
Media Type
-
Carrier Type
online resource
Edition
1
Subject(s)
Marketing
Specific Detail Info
-
Statement of Responsibility
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