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Evaluating Economic Sustainability of Nautical Tourism Through Brand Equity and Corporate Performance

In: Transcending Borders in Tourism Through Innovation and Cultural Heritage

Author

Listed:
  • Eleonora Santos

    (Polytechnic Institute of Leiria)

  • Ines Lisboa

    (Polytechnic Institute of Leiria)

  • Catia Crespo

    (Polytechnic Institute of Leiria)

  • Jacinta Moreira

    (Polytechnic Institute of Leiria)

  • Teresa Eugenio

    (Polytechnic Institute of Leiria)

Abstract

Previous literature has validated the effect of brand equity on firm’s value through the impact of measures of perceived quality and brand loyalty on customer value and willingness to buy. Simultaneously, understanding how sustainable tourism can be developed is important for destinations, to identify regional policies, and to potentiate its attractiveness to tourists that are increasingly looking for nautical activities in close contact with nature. Thus, this paper compares the performance of nautical tourism firms in the Centro Region of Portugal, to assess the economic sustainability of those firms. Bearing this in mind, the sample of 51 firms is split into those with a brand and the brandless firms to evaluate the impact of brand equity on corporate performance. The analysis is drawn on the concept of firms’ economic and financial performance, which is measured by a set of indicators of profitability, financial structure, and leverage, constructed from companies’ financial reports from SABI database for 2015–2019. Data on touristic firms operating in the Centro Region are collected from the National Tourism Registry. Results show that brand impacts positively on corporate performance and, thus, increases the economic sustainability of these firms.

Suggested Citation

  • Eleonora Santos & Ines Lisboa & Catia Crespo & Jacinta Moreira & Teresa Eugenio, 2022. "Evaluating Economic Sustainability of Nautical Tourism Through Brand Equity and Corporate Performance," Springer Proceedings in Business and Economics, in: Vicky Katsoni & Andreea Claudia Şerban (ed.), Transcending Borders in Tourism Through Innovation and Cultural Heritage, pages 105-118, Springer.
  • Handle: RePEc:spr:prbchp:978-3-030-92491-1_6
    DOI: 10.1007/978-3-030-92491-1_6
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    Citations

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    Cited by:

    1. Campo Elías López-Rodríguez & Jorge Alexander Mora-Forero & Ana León-Gómez, 2022. "Strategic Development Associated with Branding in the Tourism Sector: Bibliometric Analysis and Systematic Review of the Literature between the Years 2000 to 2022," Sustainability, MDPI, vol. 14(16), pages 1-19, August.
    2. Luyao Zhi & Hong-Youl Ha, 2023. "Do New Luxury Hotel Promotions Harm Member Customers?," Sustainability, MDPI, vol. 15(10), pages 1-15, May.

    More about this item

    Keywords

    Brand equity; Nautical tourism; Corporate performance; Economic sustainability; Tourism management;
    All these keywords.

    JEL classification:

    • M21 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Economics - - - Business Economics
    • Z32 - Other Special Topics - - Tourism Economics - - - Tourism and Development

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