The Antecedents of Destination Imagery: Exploring the ''Shadow Effect'' of Place Brand Associations

Petri Salimäki & Ernesto Rumboldt

Studenteropgave: Kandidatafhandlinger

Abstrakt

Tourists imagery regarding destinations comprise associations held towards destinations from which images of destinations are formed. These images of destinations are generally linked to tourists’ behavioral outcomes. Therefore, knowledge regarding the antecedents of tourists’ imagery formation process is valuable to achieve effective destination marketing. Prior research implies that three constructs are linked to this process: personal factors, internal information sources, and external information sources. By applying a deductive research design, the present study examines the influence of the most prominent variables that comprise these three constructs on the imagery formation process, and their interrelations among one another. By utilizing linear regression analyses, it was found that interrelations exist among these variables and that the variables apply different levels of influence on the imagery formation process of tourists. The findings of this research propose that the imagery formation process of tourists is individualistic and dynamic by nature, which points out to a variety of managerial implications.

UddannelserCand.soc.sm Service Management, (Kandidatuddannelse) Afsluttende afhandlingCand.merc.bcm Brand and Communications Management, (Kandidatuddannelse) Afsluttende afhandling
SprogEngelsk
Udgivelsesdato2019
Antal sider208
VejledereAlexander Josiassen