A model of destination branding: Integrating the concepts of the branding and destination image

被引：589
|
作者：
Qu, Hailin [1 ]
Kim, Lisa Hyunjung
Im, Holly Hyunjung [2 ]
机构：
[1] Oklahoma State Univ, William E Davis Distinguished Chair, Sch Hotel & Restaurant Adm, Stillwater, OK 74078 USA
[2] Jeonju Univ, Dept Hotel Management, Coll Culture & Tourism, Chonju, South Korea
来源：
TOURISM MANAGEMENT | 2011年 / 32卷 / 03期
关键词：
Destination branding; Destination image; Brand image; Brand associations; Cognitive image; Affective image; Unique image; Overall image; Loyalty; TOURISM; MANAGEMENT;
D O I：
10.1016/j.tourman.2010.03.014
中图分类号：
X [环境科学、安全科学];
学科分类号：
08 ; 0830 ;
摘要：
Despite the significance of destination branding in both academia and industry, literature on its conceptual development is limited. The current study aims to develop and test a theoretical model of destination branding, which integrates the concepts of the branding and destination image. The study suggests unique image as a new component of destination brand associations. It is proposed that the overall image of the destination (i.e., brand image) is a mediator between its brand associations (i.e., cognitive, affective, and unique image components) and tourists' future behaviors (i.e., intentions to revisit and recommend). The results confirmed that overall image is influenced by three types of brand associations and is a critical mediator between brand associations and tourists' future behaviors. In addition, unique image had the second largest impact on the overall image formation, following the cognitive evaluations. (C) 2010 Elsevier Ltd. All rights reserved.
引用
收藏
页码：465 / 476
页数：12
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