A Cross-Destination Analysis of Country Image: A Key Factor of Tourism Marketing

Enrique Marinao-Artigas and Karla Barajas-Portas
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Enrique Marinao-Artigas: Department of Administration, Faculty of Administration and Economics, Universidad de Santiago de Chile, Santiago 9160000, Chile
Karla Barajas-Portas: Faculty of Economics and Business, Universidad Anáhuac México, Naucalpan de Juárez 52786, Mexico

Sustainability, 2021, vol. 13, issue 17, 1-20

Abstract: The purpose of this study is to check whether the image of a country can be configured by the interaction of cognitive and emotional experiences with the functional, hedonic, and symbolic benefits perceived by the visitor. It is intended to verify whether this multidimensional image facilitates the connection between people’s familiarity with the country, its reputation, and their satisfaction. A non-probabilistic convenience sample has been used. An online questionnaire has been applied. In total, 1812 valid answers have been obtained. Through a structural equations model (SEM), the quantitative analysis has been developed. This study revealed that the country’s image has a multidimensional configuration that positively connects people’s familiarity with a country with its reputation and with visitor satisfaction. This proposed new approach to configure the image of a country based on its visitors can be a key tool for implementing destination marketing strategies.

Keywords: country image; country familiarity; country reputation; visitor satisfaction (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

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