Determining the relationship between destination brand image and its components with intention to visit
- UNCW Author/Contributor (non-UNCW co-authors, if there are any, appear on document)
- Megan K. Gras (Creator)
- Institution
- The University of North Carolina Wilmington (UNCW )
- Web Site: http://library.uncw.edu/
- Advisor
- L. Vince Howe
Abstract: Tourism, considered one of the fastest growing industries, is characterized as
having a high level of competitiveness. In attempts to attract tourists, destinations have
relatively recently begun taking strides to engage in and improve their destination
marketing efforts, making the subject significantly relevant. Creating a positive brand
image is especially important in the tourism industry, as it is necessary for destinations,
many of which tout the same benefits and attributes, to set themselves apart from the
competition.
Previous studies have shown that destination brand image, or the way people
perceive a specific destination, effects consumer behavior. This paper sought to further
examine the relationship between brand image and intention to visit. In order to gain a
better understanding of this relationship, a group of relatively homogenous Americans
that had never visited Spain were interviewed about their currently held brand images of
Spain as well as the information sources, which assumedly influenced their perception,
that they had been exposed to. The answers of participants were then assessed in order to
discern if there is a relationship between perceived destination image and its components
with intention to visit.
Results from the interviews reaffirmed previous studies that indicated a
relationship between intention to visit a destination and a positive brand image. In
addition, many components of destination brand image also demonstrated a positive
relationship. As respondents demonstrated greater familiarity with the place, for
instance, they had a greater intention of visiting.
Determining the relationship between destination brand image and its components with intention to visit
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Created on 1/1/2009
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Additional Information
- Publication
- Thesis
- A Thesis Submitted to the University of North Carolina Wilmington in Partial Fulfillment of the Requirements for the Degree of Masters of Business Administration
- Language: English
- Date: 2009
- Keywords
- Advertising--Tourism, Brand choice, Communication in marketing, Consumers' preferences, Tourism--Marketing--Research
- Subjects
- Consumers' preferences
- Brand choice
- Communication in marketing
- Tourism -- Marketing -- Research
- Advertising -- Tourism