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Conceptual Model of Destination Branding: An Integrative Approach

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Finding New Ways to Engage and Satisfy Global Customers (AMSWMC 2018)

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Abstract

The purpose of this study is to contribute to a conceptual development of destination branding (DB) through the development of an integrative conceptual model. A self-administered survey of tourists from Porto and Norte (Portugal) was undertaken and resulted in a sample of 467 respondents. Multivariate statistics were analysed with structural equation modelling (SEM) using Statistical Package for the Social Sciences–Analysis of Moments Structures (SPSS–AMOS) software. We observed that brand associations influence significantly the brand image. We also discovered a positive relationship between perceived quality and brand image and a positive impact of perceived quality on satisfaction. Among other things, the model predicts that the effects of brand image and satisfaction explain tourist loyalty. We concluded that this integrative conceptual model, with more consistent measuring scales, is an original and relevant contribution since, in practical terms, the model and the data collection instrument (questionnaire) represent a new useful tool for the destination management organizations (DMO) to evaluate the DB of the tourist destination (TD).

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Authors and Affiliations

  1. Fernando Pessoa University, Porto, Portugal

    Pedro Costa Carvalho, Ana Kankura Salazar & Paulo Matos Graça Ramos

Authors
  1. Pedro Costa Carvalho
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  2. Ana Kankura Salazar
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  3. Paulo Matos Graça Ramos
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Corresponding author

Correspondence to Pedro Costa Carvalho .

Editor information

Editors and Affiliations

  1. Marketing Department, IÉSEG School of Management, Lille, France

    Patricia Rossi

  2. Rohrer College of Business, Rowan University, Glassboro, NJ, USA

    Nina Krey

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Carvalho, P.C., Salazar, A.K., Ramos, P.M.G. (2019). Conceptual Model of Destination Branding: An Integrative Approach. In: Rossi, P., Krey, N. (eds) Finding New Ways to Engage and Satisfy Global Customers. AMSWMC 2018. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-030-02568-7_189

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