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Factors Influencing the Perception of Destination Brand Luxuriousness

Author

Listed:
  • Krupka Zoran

    (University of Zagreb, Faculty of Economics and Business, Croatia)

  • Dobra Andreja

    (A1 d.d., Vrtni put 1, 10000Zagreb, Croatia)

  • Vlašić Goran

    (University of Zagreb, Faculty of Economics and Business, Croatia)

Abstract

The main purpose of this paper is to identify and investigate the factors that influence the building and managing of luxury destination brands. Based on a review of existing literature, the authors identified eight crucial factors: accommodation quality, quality of gastronomy offers, premium price, service quality, luxury shopping, unique experience, transportation infrastructure, and celebrity. The research was conducted on a sample of 619 respondents from 16 countries. Factor and regression analyses were used. The results indicate that the availability of celebrity and luxury shopping has the strongest significant influence on luxury destination brand building, while the impact of accommodation quality and a premium price is non-significant, and, interestingly, transportation infrastructure has a negative and significant impact. A convenience sample and the possibility of omitting certain factors (e.g. safety) from the research represent the main research limitations. This research contributes to marketing and brand management literature by identifying and investigating the factors that help in building and managing a luxury destination brand, which to date has been neglected in literature.

Suggested Citation

  • Krupka Zoran & Dobra Andreja & Vlašić Goran, 2021. "Factors Influencing the Perception of Destination Brand Luxuriousness," Naše gospodarstvo/Our economy, Sciendo, vol. 67(4), pages 74-86, December.
    • Handle: RePEc:vrs:ngooec:v:67:y:2021:i:4:p:74-86:n:2
    DOI: 10.2478/ngoe-2021-0022
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    References listed on IDEAS

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    1. Qu, Hailin & Kim, Lisa Hyunjung & Im, Holly Hyunjung, 2011. "A model of destination branding: Integrating the concepts of the branding and destination image," Tourism Management, Elsevier, vol. 32(3), pages 465-476.
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    More about this item

    Keywords

    brand management; luxury; destination; building factors; luxury branding;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • Z32 - Other Special Topics - - Tourism Economics - - - Tourism and Development

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    Access and download statistics

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