Adventure tourism and the place brand of Argentina

ABSTRACT This paper extends what is known about place brand to a specific context and a particular type of tourism. Mountain-based adventure tourism and the country of Argentina’s place brand are empirically assessed, building on the literature regarding Product Country Image and Tourist Destination Image using an existing integrated approach to these two areas. Argentina was selected as the location for the research due to its geography (including Mount Aconcagua, the highest point in the world outside of the Himalaya), its people, and its position as both the #1 tourist destination and the 2nd largest economy in South America. It is a place with a wealth of cultural attractions and adventure opportunities. This research builds upon previous literature to examine how adventure tourists observe place image constructs versus the views of other tourists, with the goal of improving our understanding of how place images influence the travel decisions of adventure tourists. Surveys were conducted with tourists in the Aconcagua region (n = 263) to test three hypotheses related to whether there are differential place image views and effects for adventure tourists. The hypotheses were supported, empirically validating that adventure tourists are a distinct segment for destinations similar to Argentina and that tourism marketers in these kinds of environments should focus on adventure opportunities as well as the place image dimensions that play a role in adventure tourist travel decisions, which are people character, people competence, country character, and country evaluation.