Destination brand experience, brand positioning, and intention to visit: A multi-destination comparison study

IF 4.5 3区管理学 Q1 BUSINESS

Journal of Vacation Marketing Pub Date : 2023-02-12 DOI:10.1177/13567667231155646

Shuang Lin, Shuangyu Xu, Yue Liu, Liying Zhang

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引用次数: 1

Abstract

Brand experience, critical to the success of businesses, is well studied in marketing research. However, little is known about its effect on building advantages of competitive differentiation and brand positioning, especially in the tourism field. This study investigated the applicability of a well-established brand experience model from marketing research through a comparative study across multiple destinations. Factor analysis and cluster analysis were utilized to examine the effect of destination brand experience on tourist perception of destinations and regression analysis was utilized to examine the effect of four dimensions of destination brand experience on tourists' visit intention. Results showed that tourists perceived differently on all four dimensions of their brand experiences across different destinations. The sensory and affective dimensions of destination brand experience have positive effects on tourists' visit intention. This study provides marketing intelligence for destinations to create strong differentiated advantages and achieve precise brand positioning.

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目的地品牌体验、品牌定位与访问意向:多目的地比较研究

品牌体验是企业成功的关键，在营销研究中得到了充分的研究。然而，人们对其在构建竞争差异化优势和品牌定位方面的作用知之甚少，尤其是在旅游领域。本研究通过对多个目的地的比较研究，从营销研究中调查了一个成熟的品牌体验模型的适用性。采用因子分析和聚类分析考察了目的地品牌体验对游客对目的地感知的影响，并采用回归分析考察了四个维度的目的地品牌经验对游客访问意愿的影响。结果显示，游客在不同目的地的品牌体验的四个维度上都有不同的看法。目的地品牌体验的感官和情感维度对游客的访问意愿有积极影响。本研究为目的地提供营销情报，以创造强大的差异化优势，实现精准的品牌定位。

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来源期刊

Journal of Vacation Marketing Multiple-

CiteScore

9.70

自引率

15.70%

发文量

期刊介绍： Journal of Vacation Marketing is a fully peer reviewed international journal that publishes original research and review articles on topics relating to the marketing of destinations and businesses/organisations involved in the wider tourism, hospitality and events industries. Its objective is to provide a forum for the publication of refereed academic papers and reviewed practitioner papers which are of direct relevance to industry, while meeting the highest standards of intellectual rigour.