An Empirical Investigation of Destination Branding: The Case of the City of Rio de Janeiro, Brazil

Lucimari Acosta Pereira, Pablo Flôres Limberger, Luiz Carlos Da Silva Flores and Melise De Lima Pereira
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Lucimari Acosta Pereira: Program Postgraduate Programa in Tourism and Hospitality, Universidade Do Vale do Itajaí-UNIVALI, Campus Balneário Camboriú-SC 88337-300, Brazil
Pablo Flôres Limberger: Program Postgraduate Programa in Tourism and Hospitality, Universidade Do Vale do Itajaí-UNIVALI, Campus Balneário Camboriú-SC 88337-300, Brazil
Luiz Carlos Da Silva Flores: Program Postgraduate Programa in Tourism and Hospitality, Universidade Do Vale do Itajaí-UNIVALI, Campus Balneário Camboriú-SC 88337-300, Brazil
Melise De Lima Pereira: Instituto de Ciências Humanas e da Informação—ICHI, Universidade Federal do Rio Grande-FURG, Santa Vitória do Palmar-RS 96230-000, Brazil

Sustainability, 2018, vol. 11, issue 1, 1-17

Abstract: This paper conducts a study on brand image formation. In this sense, this research was developed to contribute to the tourism sector, and to do so, it had two major aims. The first one was to evaluate if destination branding factors influence the image assessment of a specific tourist destination: the Brazilian city of Rio de Janeiro. The second aim was to estimate if the image of this tourist destination is directly related to loyalty. Therefore, this paper provides a theoretical and an empirical contribution to the theme by using a set of destination branding dimensions to evaluate the image of Rio de Janeiro and to test its influence on destination loyalty. This research follows a quantitative exploratory approach, and in order to reach the designated aims, two research techniques were used: exploratory factor analysis and confirmatory factor analysis. The results confirmed four out of the five hypotheses established a priori in the proposed model. It can be concluded that the structural model is a reliable model.

Keywords: destination branding; image; Rio de Janeiro; Brazil (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2018
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Persistent link: https://EconPapers.repec.org/RePEc:gam:jsusta:v:11:y:2018:i:1:p:90-:d:192911

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