Reciprocal effect of tourist destinations on the strength of national tourism brands

Glauber Eduardo de Oliveira Santos and Janaina de Moura Engracia Giraldi

Tourism Management, 2017, vol. 61, issue C, 443-450

Abstract: The assignment of a brand to a product affects consumer's perceptions not only about the product, but also about the brand itself. The reciprocal effect of the product on its brand can be either positive or negative. Extending the concept of reciprocal effect to a new context, this study analyzed how consumer's perceptions about tourist destinations can affect the national tourism brand. An experiment showed that destinations leading to attitudes that are more positive than the average can strengthen the national tourism brand, while destinations leading to attitudes below the average can weaken it. Brand dilution can happen even when the outcome is effective from the destination's perspective. Because of the reciprocal effect, the determination of public policies in the destination level is usually inefficient from the country's perspective. These results reinforce the need for national brand governance.

Keywords: Tourism marketing; Country brand; Tourism brand; Reciprocal effect (search for similar items in EconPapers)
Date: 2017
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Citations: View citations in EconPapers (2)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:touman:v:61:y:2017:i:c:p:443-450

DOI: 10.1016/j.tourman.2017.03.011

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