Assessing the impact of co-branding of island destination and tourism activities on tourists’ reactions

Austin Rong-Da Liang

Current Issues in Tourism, 2017, vol. 20, issue 5, 536-551

Abstract: The aim of this study is to examine the status and images of certain islands based on specific tourism activities. A total of 385 valid samples were obtained from tourists at the islands' main transportation facilities. The results are as follows: (1) different island destinations are promoted differently, which significantly affects the perceptions of tourists. (2) Tourists' familiarity with various tourism activities and the rate of participation in these activities vary significantly between the islands; in addition, tourists display greater familiarity with beach/water activities and participate in these activities in higher proportions. (3) Greater consistency in the matching of island destinations with tourism activities helps produce a co-branding effect, which positively affects tourists' perception of these destinations. From a co-branding perspective, this study demonstrates that the empirical market positioning of island destinations must be consistent with the tourism activities that are possible to produce an optimal experience for the tourists. This comparison of different islands explains why the development of island tourism on such locations should involve the provision of information on rankings and tourism activities.

Date: 2017
References: Add references at CitEc
Citations:

Downloads: (external link)
http://hdl.handle.net/10.1080/13683500.2014.946476 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:taf:rcitxx:v:20:y:2017:i:5:p:536-551

Ordering information: This journal article can be ordered from
http://www.tandfonline.com/pricing/journal/rcit20

DOI: 10.1080/13683500.2014.946476

Access Statistics for this article

Current Issues in Tourism is currently edited by Jennifer Tunstall

More articles in Current Issues in Tourism from Taylor & Francis Journals
Bibliographic data for series maintained by Chris Longhurst ().