IDEAS home Printed from https://ideas.repec.org/a/prp/jattij/v12y2019i1p83-96.html
   My bibliography  Save this article

The Branded Hotel as an Element of Destination Branding

Author

Listed:
  • Elizabeth Abiola-Oke

    (Department of Transport and Tourism Studies, Redeemer’s University, Nigeria)

Abstract

The purpose of this article was to examine the effect of the availability of hotel brands in a destination on the promotion of the destination. Data for this study were collected through online questionnaires from a diverse population. The respondents were reached via a social medium (LinkedIn, on which the author has an account) and membership in different tourism-related and non-tourism related groups. The tourism-related groups are made up of both professionals in the field and nonprofessionals. The data were analysed using descriptive analysis (tables, cross tabulation, and Spearman ranked correlation) with spss. It was discovered that hotel brands have little impact on the choice of destination to visit in comparison to other elements of a destination, such as attraction, transportation, and other supporting services. Therefore, a hotel brand cannot be used as the sole element of destination branding as it has little or no effect on branding a destination.

Suggested Citation

  • Elizabeth Abiola-Oke, 2019. "The Branded Hotel as an Element of Destination Branding," Academica Turistica - Tourism and Innovation Journal, University of Primorska Press, vol. 12(1), pages 83-96.
    • Handle: RePEc:prp:jattij:v:12:y:2019:i:1:p:83-96
    DOI: 10.26493/2335-4194.12.83-96
    as

    Download full text from publisher

    File URL: http://www.hippocampus.si/ISSN/2335-4194/12.83-96.pdf
    File Function: full text in English
    Download Restriction: no
    File URL: https://libkey.io/10.26493/2335-4194.12.83-96?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. da Silveira, Catherine & Lages, Carmen & Simões, Cláudia, 2013. "Reconceptualizing brand identity in a dynamic environment," Journal of Business Research, Elsevier, vol. 66(1), pages 28-36.
    2. 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.
    3. Pike, Steven & Page, Stephen J., 2014. "Destination Marketing Organizations and destination marketing: A narrative analysis of the literature," Tourism Management, Elsevier, vol. 41(C), pages 202-227.
    4. Carol J. Simon & Mary W. Sullivan, 1993. "The Measurement and Determinants of Brand Equity: A Financial Approach," Marketing Science, INFORMS, vol. 12(1), pages 28-52.
    5. Singfat Chu & Hean Keh, 2006. "Brand value creation: Analysis of the Interbrand-Business Week brand value rankings," Marketing Letters, Springer, vol. 17(4), pages 323-331, December.
    6. Kevin Lane Keller & Donald R. Lehmann, 2006. "Brands and Branding: Research Findings and Future Priorities," Marketing Science, INFORMS, vol. 25(6), pages 740-759, 11-12.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Dirk Crass & Dirk Czarnitzki & Andrew A. Toole, 2019. "The Dynamic Relationship Between Investments in Brand Equity and Firm Profitability: Evidence Using Trademark Registrations," International Journal of the Economics of Business, Taylor & Francis Journals, vol. 26(1), pages 157-176, January.
    2. Muhammad Fahid MUQADDAS & Ishtiaq AHMAD, 2016. "Determinants Of Brand Equity: An Empirical Study Of It Industry," SEA - Practical Application of Science, Romanian Foundation for Business Intelligence, Editorial Department, issue 12, pages 555-560, December.
    3. Buil, Isabel & de Chernatony, Leslie & Martínez, Eva, 2013. "Examining the role of advertising and sales promotions in brand equity creation," Journal of Business Research, Elsevier, vol. 66(1), pages 115-122.
    4. Venkatesh Shankar & Pablo Azar & Matthew Fuller, 2008. "—: A Multicategory Brand Equity Model and Its Application at Allstate," Marketing Science, INFORMS, vol. 27(4), pages 567-584, 07-08.
    5. Vlad I. Rosca & Cristina Veronica Partenie, 2018. "A theoretical overview on understanding customer-based brand equity," Journal of Community Positive Practices, Catalactica NGO, issue 4, pages 19-28.
    6. Yupin Yang & Mengze Shi & Avi Goldfarb, 2009. "Estimating the Value of Brand Alliances in Professional Team Sports," Marketing Science, INFORMS, vol. 28(6), pages 1095-1111, 11-12.
    7. David Wang & Tiffany Yu & Fang-Ru Ye, 2012. "The value relevance of brand equity in the financial services industry: an empirical analysis using quantile regression," Service Business, Springer;Pan-Pacific Business Association, vol. 6(4), pages 459-471, December.
    8. Lang, Le Dang & Lim, Weng Marc & Guzmán, Francisco, 2022. "How does promotion mix affect brand equity? Insights from a mixed-methods study of low involvement products," Journal of Business Research, Elsevier, vol. 141(C), pages 175-190.
    9. Torres, Anna & Bijmolt, Tammo H.A. & Tribó, Josep A. & Verhoef, Peter, 2012. "Generating global brand equity through corporate social responsibility to key stakeholders," International Journal of Research in Marketing, Elsevier, vol. 29(1), pages 13-24.
    10. Deli Yang & Mahmut Sonmez & Mario Gonzalez & Yi Liu & Carol Y. Yoder, 2019. "Consumer-based brand equity and consumer-based brand performance: evidence from smartphone brands in the USA," Journal of Brand Management, Palgrave Macmillan, vol. 26(6), pages 717-732, November.
    11. Mohammad Tipu Sultan & Farzana Sharmin & Alina Badulescu & Darie Gavrilut & Ke Xue, 2021. "Social Media-Based Content towards Image Formation: A New Approach to the Selection of Sustainable Destinations," Sustainability, MDPI, vol. 13(8), pages 1-22, April.
    12. Adam C. Merkle & Catherine Hessick & Britton R. Leggett & Larry Goehrig & Kenneth O’Connor, 2020. "Exploring the components of brand equity amid declining ticket sales in Major League Baseball," Journal of Marketing Analytics, Palgrave Macmillan, vol. 8(3), pages 149-164, September.
    13. Frías-Jamilena, Dolores M. & Sabiote-Ortiz, Carmen M. & Martín-Santana, Josefa D. & Beerli-Palacio, Asunción, 2018. "The effect of Cultural Intelligence on consumer-based destination brand equity," Annals of Tourism Research, Elsevier, vol. 72(C), pages 22-36.
    14. Mirzaei, Abas & Baumann, Chris & Johnson, Lester W. & Gray, David, 2016. "The impact of brand health on customer equity," Journal of Retailing and Consumer Services, Elsevier, vol. 33(C), pages 8-16.
    15. Torres, Anna & Tribó, Josep A., 2011. "Customer satisfaction and brand equity," Journal of Business Research, Elsevier, vol. 64(10), pages 1089-1096, October.
    16. Qiong Yao & Liwen Huang & Mingli Li, 2019. "The effects of tech and non-tech innovation on brand equity in China: The role of institutional environments," PLOS ONE, Public Library of Science, vol. 14(5), pages 1-24, May.
    17. Hauke A. Wetzel & Stefan Hattula & Maik Hammerschmidt & Harald J. Heerde, 2018. "Building and leveraging sports brands: evidence from 50 years of German professional soccer," Journal of the Academy of Marketing Science, Springer, vol. 46(4), pages 591-611, July.
    18. Bilal Gerekan & Abdulkadir Pehlivan & Mahmut Kocan, 2019. "The Effect of Firm Growth on Brand Value: Evidence from Brand Finance Turkey-100," Asian Economic and Financial Review, Asian Economic and Social Society, vol. 9(9), pages 1067-1076, September.
    19. Xin Xu & James Y. L. Thong & Viswanath Venkatesh, 2014. "Effects of ICT Service Innovation and Complementary Strategies on Brand Equity and Customer Loyalty in a Consumer Technology Market," Information Systems Research, INFORMS, vol. 25(4), pages 710-729, December.
    20. Serin Choi & Kyuwan Choi & Seoki Lee & Kyuseok Lee, 2017. "A financial approach-based measurement of brand equity in the restaurant industry," Tourism Economics, , vol. 23(7), pages 1515-1522, November.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:prp:jattij:v:12:y:2019:i:1:p:83-96. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Alen Jezovnik (email available below). General contact details of provider: http://academica.turistica.si .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.