Measuring quality for destination marketing: local public stakeholders’ perceptions in Portugal
Based on academic research and international recommendations on tourism quality, this study sought to develop a wide-ranging tourism quality scale adapted for Portuguese contexts. The research included creating and validating a marketing subscale to measure local public stakeholders’ perceptions...
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| Format: | Article |
| Language: | English |
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University of Algarve, ESGHT/CINTURS
2019-01-01
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| Series: | Tourism & Management Studies |
| Subjects: | |
| Online Access: | https://www.tmstudies.net/index.php/ectms/article/view/1119/pdf_141 |
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| author | Andreia Filipa Antunes Moura Lisete Santos Mendes Mónico Maria do Rosário Campos Mira |
| author_facet | Andreia Filipa Antunes Moura Lisete Santos Mendes Mónico Maria do Rosário Campos Mira |
| author_sort | Andreia Filipa Antunes Moura |
| collection | DOAJ |
| description | Based on academic research and international recommendations on
tourism quality, this study sought to develop a wide-ranging tourism
quality scale adapted for Portuguese contexts. The research included
creating and validating a marketing subscale to measure local public
stakeholders’ perceptions of marketing strategies focused on improving
tourism destinations’ quality. A self-administered survey was
conducted with a sample of Portuguese municipalities including, more
specifically, 134 local public stakeholders commonly considered local
destination marketing organisations, as well as public policy- and
decision-makers. Exploratory and confirmatory factor analyses were
performed to measure destination marketing quality, resulting in the
identification of two factors: (1) image and promotion and (2) product
differentiation. The proposed instrument was shown to have validity
and reliability and to be a useful measurement tool. The findings
highlight local public stakeholders’ responsibility to ensure the quality
and competitiveness of tourism destinations’ marketing and provide
multiple useful practical and theoretical implications and insights to
guide future research. |
| format | Article |
| id | doaj-art-8c540dc2125c49a8b63f2381ad5f1924 |
| institution | Kabale University |
| issn | 2182-8466 |
| language | English |
| publishDate | 2019-01-01 |
| publisher | University of Algarve, ESGHT/CINTURS |
| record_format | Article |
| series | Tourism & Management Studies |
| spelling | doaj-art-8c540dc2125c49a8b63f2381ad5f19242025-02-02T20:51:31ZengUniversity of Algarve, ESGHT/CINTURSTourism & Management Studies2182-84662019-01-01151445310.18089/tms.2019.150104Measuring quality for destination marketing: local public stakeholders’ perceptions in PortugalAndreia Filipa Antunes Moura0Lisete Santos Mendes Mónico1Maria do Rosário Campos Mira2Polytechnic Institute of Coimbra, Coimbra Education School; GOVCOPP-UA; Rua Dom João III - Solum, 3030-329 Coimbra, Portugal,University of Coimbra, Faculty of Psychology and Education Sciences, Rua do Colégio Novo, 3000-115 Coimbra, Portugal Polytechnic Institute of Coimbra, Coimbra Education School; Rua Dom João III - Solum, 3030-329 Coimbra, Portugal Based on academic research and international recommendations on tourism quality, this study sought to develop a wide-ranging tourism quality scale adapted for Portuguese contexts. The research included creating and validating a marketing subscale to measure local public stakeholders’ perceptions of marketing strategies focused on improving tourism destinations’ quality. A self-administered survey was conducted with a sample of Portuguese municipalities including, more specifically, 134 local public stakeholders commonly considered local destination marketing organisations, as well as public policy- and decision-makers. Exploratory and confirmatory factor analyses were performed to measure destination marketing quality, resulting in the identification of two factors: (1) image and promotion and (2) product differentiation. The proposed instrument was shown to have validity and reliability and to be a useful measurement tool. The findings highlight local public stakeholders’ responsibility to ensure the quality and competitiveness of tourism destinations’ marketing and provide multiple useful practical and theoretical implications and insights to guide future research.https://www.tmstudies.net/index.php/ectms/article/view/1119/pdf_141marketingdmoqualitycompetitivenessmeasuring instrument |
| spellingShingle | Andreia Filipa Antunes Moura Lisete Santos Mendes Mónico Maria do Rosário Campos Mira Measuring quality for destination marketing: local public stakeholders’ perceptions in Portugal Tourism & Management Studies marketing dmo quality competitiveness measuring instrument |
| title | Measuring quality for destination marketing: local public stakeholders’ perceptions in Portugal |
| title_full | Measuring quality for destination marketing: local public stakeholders’ perceptions in Portugal |
| title_fullStr | Measuring quality for destination marketing: local public stakeholders’ perceptions in Portugal |
| title_full_unstemmed | Measuring quality for destination marketing: local public stakeholders’ perceptions in Portugal |
| title_short | Measuring quality for destination marketing: local public stakeholders’ perceptions in Portugal |
| title_sort | measuring quality for destination marketing local public stakeholders perceptions in portugal |
| topic | marketing dmo quality competitiveness measuring instrument |
| url | https://www.tmstudies.net/index.php/ectms/article/view/1119/pdf_141 |
| work_keys_str_mv | AT andreiafilipaantunesmoura measuringqualityfordestinationmarketinglocalpublicstakeholdersperceptionsinportugal AT lisetesantosmendesmonico measuringqualityfordestinationmarketinglocalpublicstakeholdersperceptionsinportugal AT mariadorosariocamposmira measuringqualityfordestinationmarketinglocalpublicstakeholdersperceptionsinportugal |