THE ROLE OF PERSONAL BRAND ON CONSUMER BEHAVIOUR IN TOURISM CONTEXTS: THE CASE OF MADEIRA
In a world that undeniably competes for investment, visitors and residents, the adoption of approaches derived from the marketing has become a reality in the search for sustainability. It is a fact that a city marketing and brand management policy is able to promote and transform an image, boost eco...
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| Format: | Article |
| Language: | English |
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University of Huelva
2019-06-01
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| Series: | Enlightening Tourism: A Pathmaking Journal |
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| Online Access: | https://www.uhu.es/publicaciones/ojs/index.php/et/article/view/3597 |
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| author | Bruno Sousa Sónia Rodrigues |
| author_facet | Bruno Sousa Sónia Rodrigues |
| author_sort | Bruno Sousa |
| collection | DOAJ |
| description | In a world that undeniably competes for investment, visitors and residents, the adoption of approaches derived from the marketing has become a reality in the search for sustainability. It is a fact that a city marketing and brand management policy is able to promote and transform an image, boost economic activity and enhance all aspects of the city that present competitive advantage over other territories, so this is why associate marketing with cities makes sense. This study aims a better understanding of the brand image and their relationship with behavioural intentions, especially through the perceptions that tourists have toward the destinations (e.g. Madeira island), and how this may influence their attitudes. The objective of this study is to understand the impact of the personal brand on the image of a tourist destination, using as a case study the Madeira destination. An empirical study was carried out through questionnaires applied to 142 tourists in Madeira island. It was possible to understand the perception of visitors and assess the experience of visitors and the theoretical and practical contributions to local development and tourism marketing. Under an interdisciplinary perspective, this research brings together inputs from marketing, tourism and local economics. A theoretical model is developed specifying antecedents of satisfaction and loyalty in specific tourism contexts. Implications for future research are also presented. |
| format | Article |
| id | doaj-art-66500ac5bfa947969a8f95ce7ffe4bde |
| institution | Kabale University |
| issn | 2174-548X |
| language | English |
| publishDate | 2019-06-01 |
| publisher | University of Huelva |
| record_format | Article |
| series | Enlightening Tourism: A Pathmaking Journal |
| spelling | doaj-art-66500ac5bfa947969a8f95ce7ffe4bde2025-08-20T03:24:47ZengUniversity of HuelvaEnlightening Tourism: A Pathmaking Journal2174-548X2019-06-019110.33776/et.v9i1.3597THE ROLE OF PERSONAL BRAND ON CONSUMER BEHAVIOUR IN TOURISM CONTEXTS: THE CASE OF MADEIRABruno Sousa0Sónia Rodrigues1IPCA – Polytechnic Institute of Cávado and Ave UNIAG and CITUR research memberIPCA – Polytechnic Institute of Cávado and Ave UNIAG and CITUR research memberIn a world that undeniably competes for investment, visitors and residents, the adoption of approaches derived from the marketing has become a reality in the search for sustainability. It is a fact that a city marketing and brand management policy is able to promote and transform an image, boost economic activity and enhance all aspects of the city that present competitive advantage over other territories, so this is why associate marketing with cities makes sense. This study aims a better understanding of the brand image and their relationship with behavioural intentions, especially through the perceptions that tourists have toward the destinations (e.g. Madeira island), and how this may influence their attitudes. The objective of this study is to understand the impact of the personal brand on the image of a tourist destination, using as a case study the Madeira destination. An empirical study was carried out through questionnaires applied to 142 tourists in Madeira island. It was possible to understand the perception of visitors and assess the experience of visitors and the theoretical and practical contributions to local development and tourism marketing. Under an interdisciplinary perspective, this research brings together inputs from marketing, tourism and local economics. A theoretical model is developed specifying antecedents of satisfaction and loyalty in specific tourism contexts. Implications for future research are also presented.https://www.uhu.es/publicaciones/ojs/index.php/et/article/view/3597Brand ManagementCR7Tourism MarketingMadeira IslandPersonal Branding |
| spellingShingle | Bruno Sousa Sónia Rodrigues THE ROLE OF PERSONAL BRAND ON CONSUMER BEHAVIOUR IN TOURISM CONTEXTS: THE CASE OF MADEIRA Enlightening Tourism: A Pathmaking Journal Brand Management CR7 Tourism Marketing Madeira Island Personal Branding |
| title | THE ROLE OF PERSONAL BRAND ON CONSUMER BEHAVIOUR IN TOURISM CONTEXTS: THE CASE OF MADEIRA |
| title_full | THE ROLE OF PERSONAL BRAND ON CONSUMER BEHAVIOUR IN TOURISM CONTEXTS: THE CASE OF MADEIRA |
| title_fullStr | THE ROLE OF PERSONAL BRAND ON CONSUMER BEHAVIOUR IN TOURISM CONTEXTS: THE CASE OF MADEIRA |
| title_full_unstemmed | THE ROLE OF PERSONAL BRAND ON CONSUMER BEHAVIOUR IN TOURISM CONTEXTS: THE CASE OF MADEIRA |
| title_short | THE ROLE OF PERSONAL BRAND ON CONSUMER BEHAVIOUR IN TOURISM CONTEXTS: THE CASE OF MADEIRA |
| title_sort | role of personal brand on consumer behaviour in tourism contexts the case of madeira |
| topic | Brand Management CR7 Tourism Marketing Madeira Island Personal Branding |
| url | https://www.uhu.es/publicaciones/ojs/index.php/et/article/view/3597 |
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