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| Author: | Qu, H. Kim, L.H. Im, H.H. |
| Title: | A model of destination branding: Integrating the concepts of the branding and destination image |
| Journal: | Tourism Management
2011 : JUN, VOL. 32:3, p. 465-476 |
| Index terms: | marketing brand valuation tourist industry cognitive processes loyalty image models |
| Language: | eng |
| Abstract: | Regardless of the significance of destination branding in academia as well as industry, limited literature exists on its conceptual development. This article aims to develop and test a theoretical destination branding model, integrating the concepts of branding and destination image. We suggest unique image as a new component of destination brand associations. It is proposed that the overall destination image(or, brand image) mediates between its brand associations (i.e. cognitive, affective, and unique image components) and touristsÂ’ future behaviour (i.e. likelihood of revisiting and recommending). The results show that overall image is affected by three types of brand associations and is a key mediator between brand associations and tourists' future behaviour. Additionally, unique image was the second largest factor on formation of the overall image, following the cognitive evaluations. |
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