Connecting Brand Identity and Consumer-Based Brand Equity for Tourism Destinations
A Structural Model of Leisure Visitors' Destination Brand Associations
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…
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Produktdetails
- ISBN: 978-3-658-33056-9
- EAN: 9783658330569
- Produktnummer: 36304826
- Verlag: Springer Fachmedien Wiesbaden
- Sprache: Englisch
- Erscheinungsjahr: 2021
- Seitenangabe: 384 S.
- Masse: H21.0 cm x B14.8 cm x D2.0 cm 496 g
- Auflage: 1st ed. 2021
- Abbildungen: Paperback
- Gewicht: 496
Über den Autor
Julian Michael Hodson earned a Ph.D. at the Chair of Tourism Management, Prof. Edgar Kreilkamp, Leuphana University of Lueneburg. He graduated with degrees in media and business administration, focusing on marketing management and consumer behavior. The author gained international practical experience working for Destination Marketing and Management Organizations (DMOs). His research interests include destination marketing & branding, visitor/host community perceptions & attitudes, visitor destination loyalty, as well as destination planning, development, and management.
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