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.

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