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Perceived Sustainable Destination Image: Implications for Marketing Strategies in Europe

Author

Listed:
  • Arminda Almeida-Santana

    () (Research Group in Business Management (Gide), University of León (ULE), 24007 León, Spain)

  • Sergio Moreno-Gil

    () (Institute of Tourism and Sustainable Economic Development, Universidad Las Palmas de Gran Canaria, 35001 Las Palmas de Gran Canaria, Spain)

Abstract

There is currently a growing concern about the consequences of tourism activity on the environment. In this regards, sustainable management is understood as a key element that can help destination marketing organizations (DMOs) to improve a tourist destination’s competitiveness. This study provides some clues about the best way to develop the image and branding of a destination using the concept of sustainable image. Through an analysis of 28,947 tourists from 18 European countries, this paper studies what sociodemographic, cultural, and behavioral characteristics of tourists influence their perception of sustainable destination. The results of the binomial logit analysis show that destination primary and secondary images, motivations, cultural background of tourists, and sociodemographic characteristics are determinant factors explaining the perception of sustainable destination image (SDI). Thus, the fundamental role of segmentation to positioning a destination as a sustainable destination is suggested. The study provides interesting recommendations for DMOs in order to be able to design better marketing strategies focused on destination image.

Suggested Citation

  • Arminda Almeida-Santana & Sergio Moreno-Gil, 2019. "Perceived Sustainable Destination Image: Implications for Marketing Strategies in Europe," Sustainability, MDPI, Open Access Journal, vol. 11(22), pages 1-1, November.
  • Handle: RePEc:gam:jsusta:v:11:y:2019:i:22:p:6466-:d:287887
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    References listed on IDEAS

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    1. Christian Eckert & Harald Pechlaner, 2019. "Alternative Product Development as Strategy Towards Sustainability in Tourism: The Case of Lanzarote," Sustainability, MDPI, Open Access Journal, vol. 11(13), pages 1-1, June.
    2. Francisco Javier Díaz Pérez & Ricardo Díaz Martín & Francisco Javier Pérez Trujillo & Moises Díaz & Adib Guardiola Mouhaffel, 2019. "Consumption and Emissions Analysis in Domestic Hot Water Hotels. Case Study: Canary Islands," Sustainability, MDPI, Open Access Journal, vol. 11(3), pages 1-1, January.
    3. Költringer, Clemens & Dickinger, Astrid, 2015. "Analyzing destination branding and image from online sources: A web content mining approach," Journal of Business Research, Elsevier, vol. 68(9), pages 1836-1843.
    4. Manuel Uche-Soria & Carlos Rodríguez-Monroy, 2019. "An Efficient Waste-To-Energy Model in Isolated Environments. Case Study: La Gomera (Canary Islands)," Sustainability, MDPI, Open Access Journal, vol. 11(11), pages 1-1, June.
    5. Almeida-Santana, Arminda & Moreno-Gil, Sergio, 2018. "Understanding tourism loyalty: Horizontal vs. destination loyalty," Tourism Management, Elsevier, vol. 65(C), pages 245-255.
    6. Whang, Haesung & Yong, Sunghwa & Ko, Eunju, 2016. "Pop culture, destination images, and visit intentions: Theory and research on travel motivations of Chinese and Russian tourists," Journal of Business Research, Elsevier, vol. 69(2), pages 631-641.
    Full references (including those not matched with items on IDEAS)

    Citations

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    Cited by:

    1. Yunduk Jeong & Andrew Yu & Suk-Kyu Kim, 2019. "The Antecedents of Tourists’ Behavioral Intentions at Sporting Events: The Case of South Korea," Sustainability, MDPI, Open Access Journal, vol. 12(1), pages 1-1, December.

    More about this item

    Keywords

    sustainable destination; destination image; marketing strategies; communication; segmentation;

    JEL classification:

    • Q - Agricultural and Natural Resource Economics; Environmental and Ecological Economics
    • Q0 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - General
    • Q2 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Renewable Resources and Conservation
    • Q3 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Nonrenewable Resources and Conservation
    • Q5 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Environmental Economics
    • Q56 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Environmental Economics - - - Environment and Development; Environment and Trade; Sustainability; Environmental Accounts and Accounting; Environmental Equity; Population Growth
    • O13 - Economic Development, Innovation, Technological Change, and Growth - - Economic Development - - - Agriculture; Natural Resources; Environment; Other Primary Products

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