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Table of contents (5 chapters)
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Front Matter
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Back Matter
Keywords
About this book
The study proposes and empirically validates an integrated model of leisure visitors’ destination brand associations that can guide destination marketing and branding activities for both, the brand identity and the consumer-based brand equity (CBBE) perspective. A ten-phase empirical research design is established and data is collected from a sample of German leisure visitors to the Balearic Island of Mallorca, Spain. Structural equation modeling (SEM) provides empirical evidence of construct validity and reveals strong support for the validity of the proposed structural theory of leisure visitors’ destination brand associations. Results also demonstrate that the structural model possesses excellent levels of predictive power and validity. Importantly, the model performs very well in the overall prediction of consumers’ destination brand attitudes and loyalty.
Authors and Affiliations
About the author
Julian Michael Hodson earned a Ph.D. at the Chair of Tourism Management, Prof. Edgar Kreilkamp, Leuphana University of Lueneburg. He graduated with degrees in media and business administration, focusing on marketing management and consumer behavior. The author gained international practical experience working for Destination Marketing and Management Organizations (DMOs). His research interests include destination marketing & branding, visitor/host community perceptions & attitudes, visitor destination loyalty, as well as destination planning, development, and management.
Bibliographic Information
Book Title: Connecting Brand Identity and Consumer-Based Brand Equity for Tourism Destinations
Book Subtitle: A Structural Model of Leisure Visitors’ Destination Brand Associations
Authors: Julian Michael Hodson
Series Title: Entrepreneurial Management und Standortentwicklung
DOI: https://doi.org/10.1007/978-3-658-33057-6
Publisher: Springer Gabler Wiesbaden
eBook Packages: Business and Management, Business and Management (R0)
Copyright Information: The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Fachmedien Wiesbaden GmbH, part of Springer Nature 2021
Softcover ISBN: 978-3-658-33056-9Published: 24 April 2021
eBook ISBN: 978-3-658-33057-6Published: 23 April 2021
Series ISSN: 2626-2266
Series E-ISSN: 2626-2274
Edition Number: 1
Number of Pages: XXIV, 357
Number of Illustrations: 13 b/w illustrations
Topics: Marketing, Industries