 A model of destination branding: Integrating the concepts of the branding and destination imageHailin Qu, Lisa Hyunjung Kim and Holly Hyunjung Im Tourism Management, 2011, vol. 32, issue 3, 465-476 Abstract: 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. Keywords: Destination branding; Destination image; Brand image; Brand associations; Cognitive image; Affective image; Unique image; Overall image; Loyalty (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:touman:v:32:y:2011:i:3:p:465-476 DOI: 10.1016/j.tourman.2010.03.014 Access Statistics for this article Tourism Management is currently edited by Chris Ryan More articles in Tourism Management from Elsevier |
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