ANALYSING DESTINATION IMAGE FROM A CONSUMER BEHAVIOUR PERSPECTIVE

Nuno Baptista () and Nelson Matos ()
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Nuno Baptista: Instituto Politécnico de Lisboa, Postal: Escola Superior de Comunicação Social, Instituto Politécnico de Lisboa, Lisbon, Portugal, http://www.escs.ipl.pt/
Nelson Matos: University of Algarve, CIEO, Postal: Research Center for Spatial and Organizational Dynamics, FE, University of Algarve, Faro, Portugal, http://www.cieo.pt/

Journal of Tourism, Sustainability and Well-being, 2018, vol. 6, issue 3, 226-236

Abstract: Trough a narrative literature review, this article frames the evolution of destination image within the evolution of destination branding. Main theories used, methodologies, relevant findings and implications to marketing practice are identified. Four relevant conclusions are extracted: first, recent studies of destination image research tend to adopt a joint cognitive-affective approach in an attempt to capture destination image in a more effective way; second, the dimensions of destination image (overall image, affective image and cognitive image) affect consumer satisfaction and consumer loyalty differently; third, the current academic perspective on destination branding is mostly based on the notion that destination image is not susceptible of being easily changed by marketing efforts. Finally, residents, as privileged interpreters of place image should be called to participate in branding efforts.

Keywords: Place Branding; Destination Branding; Destination Image; Place Image; Literature Review. (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2018
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