IDEAS home Printed from https://ideas.repec.org/p/pra/mprapa/99367.html
   My bibliography  Save this paper

Tourism destination branding through advertising strategies

Author

Listed:
  • Longman, John
  • Williams, Timothy

Abstract

Brand confusion takes place when a person views an advertisement for a particular brand as a communication about a different brand. This empirical study was conducted in a sample of 134 men and women and based on 24 mass tourism destination advertisements of 8 different Mediterranean countries. Advertisements that were perceived as likeable and distinctive, and that were not information-overloaded suffered less from brand confusion. Destination brands with weak advertising support were found to be more vulnerable to brand confusion. Consumers with higher levels of product category involvement and higher levels of brand awareness and brand loyalty appear to confuse mass tourism destination brands less frequently.

Suggested Citation

  • Longman, John & Williams, Timothy, 2020. "Tourism destination branding through advertising strategies," MPRA Paper 99367, University Library of Munich, Germany.
    • Handle: RePEc:pra:mprapa:99367
    as

    Download full text from publisher

    File URL: https://mpra.ub.uni-muenchen.de/99367/1/MPRA_paper_99367.pdf
    File Function: original version
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Chatzigeorgiou, Chryssoula & Christou, Evangelos, 2016. "Destination branding and visitor brand loyalty: Evidence from mature tourism destinations in Greece," MPRA Paper 93897, University Library of Munich, Germany.
    2. Nikolaos Misirlis & George Lekakos & Maro Vlachopoulou, 2018. "Associating Facebook Measurable Activities with Personality Traits: A Fuzzy Sets Approach," Post-Print hal-02462389, HAL.
    3. Nair, Revi & George, Babu P., 2016. "E-learning adoption in hospitality education: An analysis with special focus on Singapore," MPRA Paper 77447, University Library of Munich, Germany, revised 21 Apr 2016.
    4. Eleni Mavragani & Paraskevi Nikolaidou & Efi Theodoraki, 2019. "Traveler segmentation through Social Media for intercultural marketing purposes: The case of Halkidiki," Post-Print hal-02458464, HAL.
    5. Chatzigeorgiou, Chryssoula & Christou, Evangelos, 2020. "Adoption of social media as distribution channels in tourism marketing: A qualitative analysis of consumers’ experiences," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 6(1), pages 25-32.
    6. Nella, Athina & Christou, Evangelos, 2016. "Extending tourism marketing: Implications for targeting the senior tourists’ segment," MPRA Paper 77468, University Library of Munich, Germany, revised 07 Apr 2016.
    7. Misirlis, Nikolaos & Lekakos, George & Vlachopoulou, Maro, 2018. "Associating Facebook Measurable Activities with Personality Traits: A Fuzzy Sets Approach," MPRA Paper 90100, University Library of Munich, Germany, revised 31 Mar 2018.
    8. Mavragani, Eleni & Nikolaidou, Paraskevi & Theodoraki, Efi, 2019. "Traveler segmentation through Social Media for intercultural marketing purposes: The case of Halkidiki," MPRA Paper 93526, University Library of Munich, Germany.
    9. Revi Nair & Babu P George, 2016. "E-Learning Adoption In Hospitality Education: An Analysis With Special Focus On Singapore," Tourism Research Institute, Journal of Tourism Research, vol. 15(1), pages 52-77, June.
    10. Christou, Evangelos & Chatzigeorgiou, Chryssoula, 2019. "Experiential learning through industrial placement in hospitality education: The meat in the sandwich," MPRA Paper 98497, University Library of Munich, Germany.
    11. Chatzigeorgiou, Chryssoula, 2017. "Modelling the impact of social media influencers on behavioural intentions of millennials: The case of tourism in rural areas in Greece," MPRA Paper 87916, University Library of Munich, Germany.
    12. Dubravka Vlasic & Katarina Poldrugovac & Sandra Jankovic, 2019. "The Competitive pricing in marina business: Exploring relative price position and price fluctuation," Post-Print hal-02458440, HAL.
    13. Christou, Evangelos, 2013. "Exploring brand confusion through hotel adverts," MPRA Paper 98211, University Library of Munich, Germany.
    14. Pirnar, Ige & Kurtural, Sinem & Tutuncuoglu, Melih, 2019. "Festivals and destination marketing: An application from Izmir City," MPRA Paper 93520, University Library of Munich, Germany.
    15. Murphy, Daniel, 2019. "Increasing clicks through advanced targeting: Applying the third-party seal model to airline advertising," MPRA Paper 93886, University Library of Munich, Germany.
    16. Christou, Evangelos & Chatzigeorgiou, Chryssoula & Simeli, Ioanna, 2018. "Destination branding and visitor loyalty: The case of agrotourism," EconStor Conference Papers 215863, ZBW - Leibniz Information Centre for Economics.
    17. Zafiropoulos, Kostas & Vrana, Vasiliki & Antoniadis, Konstantinos, 2015. "Use of twitter and Facebook by top European museums," MPRA Paper 77408, University Library of Munich, Germany, revised 07 Nov 2015.
    18. Vlasic, Dubravka & Poldrugovac, Katarina & Jankovic, Sandra, 2019. "The Competitive pricing in marina business: Exploring relative price position and price fluctuation," MPRA Paper 93519, University Library of Munich, Germany.
    19. Chami, Maximilian & Kaminyoge, Gabriel, 2019. "Closed House of Wonders museum: Implications to the tourism of Zanzibar Stone Town, UNESCO World Heritage Site," MPRA Paper 93887, University Library of Munich, Germany.
    20. Christou, Evangelos & Chatzigeorgiou, Chryssoula & Simeli, Ioanna, 2018. "Destination branding and visitor loyalty: The case of agrotourism," MPRA Paper 98791, University Library of Munich, Germany.
    21. Mick, David Glen & Fournier, Susan, 1998. "Paradoxes of Technology: Consumer Cognizance, Emotions, and Coping Strategies," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 25(2), pages 123-143, September.
    22. Ige Pirnar & Sinem Kurtural & Melih Turkey, 2019. "Festivals and destination marketing: An application from Izmir City," Post-Print hal-02458450, HAL.
    23. Chatzigeorgiou, Chryssoula & Christou, Evangelos & Simeli, Ioanna, 2017. "Delegate satisfaction from conference service quality and its impact on future behavioural intentions," EconStor Conference Papers 215864, ZBW - Leibniz Information Centre for Economics.
    24. Chatzigeorgiou, Chryssoula & Christou, Evangelos, 2016. "Destination branding and visitor loyalty: Evidence from mature tourism destinations in Greece," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 11(5), pages 102-120.
    25. Chatzigeorgiou, Chryssoula & Christou, Evangelos & Simeli, Ioanna, 2019. "Confidence and loyalty for agrotourism brands: The Lesvos paradigm," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 14(1), pages 151-166.
    26. Christou, Evangelos & Chatzigeorgiou, Chryssoula, 2019. "Industrial placement in hospitality management education: Students’ experiences and development of skills," MPRA Paper 98794, University Library of Munich, Germany.
    27. Daniel Murphy, 2019. "Increasing clicks through advanced targeting: Applying the third-party seal model to airline advertising," Post-Print hal-02458480, HAL.
    28. Chatzigeorgiou, Chryssoula & Simeli, Ioanna, 2017. "Perception of service quality in agrotourism accommodations: Impact on guest loyalty and re-visit intentions," MPRA Paper 87914, University Library of Munich, Germany.
    29. Maximilian Chami & Gabriel Kaminyoge, 2019. "Closed House of Wonders museum: Implications to the tourism of Zanzibar Stone Town, UNESCO World Heritage Site," Post-Print hal-02458487, HAL.
    30. Chatzigeorgiou, Chryssoula & Christou, Evangelos & Simeli, Ioanna, 2019. "Confidence and loyalty for agrotourism brands: The Lesvos paradigm," MPRA Paper 93898, University Library of Munich, Germany.
    31. Chatzigeorgiou, Chryssoula & Christou, Evangelos, 2019. "Social media in tourism marketing: Travellers’ attitudes and encounters," MPRA Paper 98793, University Library of Munich, Germany.
    32. Revilla Hernández, Mercedes & Santana Talavera, Agustín & Parra López, Eduardo, 2016. "Effects of co-creation in a tourism destination brand image through twitter," MPRA Paper 77595, University Library of Munich, Germany, revised 21 Nov 2016.
    33. Frambach, Ruud T. & Barkema, Harry G. & Nooteboom, Bart & Wedel, Michel, 1998. "Adoption of a service innovation in the business market: An empirical test of supply-side variables," Journal of Business Research, Elsevier, vol. 41(2), pages 161-174, February.
    34. Barczak, Gloria & Ellen, Pam Scholder & Pilling, Bruce K., 1997. "Developing typologies of consumer motives for use of technologically based banking services," Journal of Business Research, Elsevier, vol. 38(2), pages 131-139, February.
    35. Dabholkar, Pratibha A, 1994. "Incorporating Choice into an Attitudinal Framework: Analyzing Models of Mental Comparison Processes," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 21(1), pages 100-118, June.
    36. Spyridou, Anastasia, 2017. "Perceived Service Quality and Customer Revisiting Intention: The Case of “all you can eat” Asian Restaurants in Southern Taiwan," MPRA Paper 88146, University Library of Munich, Germany.
    37. Chatzigeorgiou, Chryssoula & Christou, Evangelos & Kassianidis, Panagiotis & Sigala, Marianna, 2009. "Examining the Relationship between Emotions, Customer Satisfaction and Future Behavioral Intentions in Agrotourism," MPRA Paper 25355, University Library of Munich, Germany, revised 28 Sep 2009.
    38. Dermetzopoulos, Athanasios & Bonarou, Christina & Christou, Evangelos, 2009. "Military Service, Destination Image and Repeat Visitation on a Greek Border Island," MPRA Paper 25354, University Library of Munich, Germany, revised 25 Aug 2009.
    39. Chatzigeorgiou, Chryssoula & Christou, Evangelos & Simeli, Ioanna, 2017. "Delegate satisfaction from conference service quality and its impact on future behavioural intentions," MPRA Paper 93933, University Library of Munich, Germany.
    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. Johnson, Catherine & McLaughlin, James, 2020. "Tourism branding and promotion: A critical approach," MPRA Paper 100706, University Library of Munich, Germany.
    2. Gartner, Simone & Nicholson, Alexander & Christou, Eleftherios, 2020. "Tourism marketing and distribution through social media: Assessing business economic performance," MPRA Paper 99194, University Library of Munich, Germany.
    3. Chatzigeorgiou, Chryssoula & Christou, Evangelos, 2019. "Social media in tourism marketing: Travellers’ attitudes and encounters," MPRA Paper 98793, University Library of Munich, Germany.
    4. Chatzigeorgiou, Chryssoula & Christou, Evangelos, 2020. "Adoption of social media as distribution channels in tourism marketing: A qualitative analysis of consumers’ experiences," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 6(1), pages 25-32.
    5. Chatzigeorgiou, Chryssoula & Christou, Evangelos, 2019. "Social media in tourism marketing: Travellers’ attitudes and encounters," EconStor Conference Papers 215794, ZBW - Leibniz Information Centre for Economics.
    6. Chatzigeorgiou, Chryssoula & Christou, Evangelos & Simeli, Ioanna, 2019. "Confidence and loyalty for agrotourism brands: The Lesvos paradigm," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 14(1), pages 151-166.
    7. Chatzigeorgiou, Chryssoula & Christou, Evangelos & Simeli, Ioanna, 2019. "Confidence and loyalty for agrotourism brands: The Lesvos paradigm," MPRA Paper 93898, University Library of Munich, Germany.
    8. Chatzigeorgiou, Chryssoula & Christou, Evangelos & Simeli, Ioanna, 2017. "Delegate satisfaction from conference service quality and its impact on future behavioural intentions," EconStor Conference Papers 215864, ZBW - Leibniz Information Centre for Economics.
    9. Christou, Evangelos & Chatzigeorgiou, Chryssoula & Simeli, Ioanna, 2018. "Destination branding and visitor loyalty: The case of agrotourism," MPRA Paper 98791, University Library of Munich, Germany.
    10. Christou, Evangelos & Chatzigeorgiou, Chryssoula, 2019. "Industrial placement in hospitality management education: Students’ experiences and development of skills," MPRA Paper 98794, University Library of Munich, Germany.
    11. Zouni, Georgia & Digkas, Dimitrios, 2019. "Marketing suggestions for multi-religious tourism development: The case of Thessaloniki," MPRA Paper 98042, University Library of Munich, Germany.
    12. Christou, Evangelos & Chatzigeorgiou, Chryssoula, 2019. "Experiential learning through industrial placement in hospitality education: The meat in the sandwich," MPRA Paper 98497, University Library of Munich, Germany.
    13. Halkiopoulos, Constantinos & Antonopoulou, Hera & Papadopoulos, Dimitrios & Giannoukou, Ioanna & Gkintoni, Evgenia, 2020. "Online reservation systems in e-Business: Analyzing decision making in e-Tourism," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 6(1), pages 9-16.
    14. Bonarou, Christina, 2021. "The poetics of travel through unravelling visual representations on postcards: A critical semiotics analysis," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 7(1), pages 44-53.
    15. Christou, Evangelos & Chatzigeorgiou, Chryssoula & Simeli, Ioanna, 2018. "Destination branding and visitor loyalty: The case of agrotourism," EconStor Conference Papers 215863, ZBW - Leibniz Information Centre for Economics.
    16. Mugobi, Thereza & Mlozi, Shogo, 2021. "The impact of external factors on ICT usage practices at UNESCO World Heritage Sites," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 7(1), pages 3-12.
    17. Halkiopoulos, Constantinos & Antonopoulou, Hera & Papadopoulos, Dimitrios & Giannoukou, Ioanna & Gkintoni, Evgenia, 2020. "Online reservation systems in e-Business: Analyzing decision making in e-Tourism," MPRA Paper 98230, University Library of Munich, Germany.
    18. Constantinos Halkiopoulos & Hera Antonopoulou & Dimitrios N. Papadopoulos & Ioanna Giannoukou & Evgenia Gkintoni, 2020. "Online reservation systems in e- Business: Analyzing decision making in e-Tourism," Post-Print hal-02447741, HAL.
    19. Sheresheva, Marina Y. & Polukhina, Anna N. & Oborin, Matvey S., 2020. "Marketing issues of sustainable tourism development in Russian regions," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 6(1), pages 33-38.
    20. De Ridder, Kaat & Vanneste, Dominique, 2020. "Tourism development through landscape theming: Exploring Art Nouveau experiences in Brussels," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 6(2), pages 45-54.

    More about this item

    Keywords

    mass tourism; destination promotion; advertising campaigns; brand confusion;
    All these keywords.

    JEL classification:

    • L83 - Industrial Organization - - Industry Studies: Services - - - Sports; Gambling; Restaurants; Recreation; Tourism
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

    NEP fields

    This paper has been announced in the following NEP Reports:

    Statistics

    Access and download statistics

    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:pra:mprapa:99367. 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: Joachim Winter (email available below). General contact details of provider: https://edirc.repec.org/data/vfmunde.html .

    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.