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“How Brands Can Influence Consumers’ Attitudes Towards Visiting Brand-related destinations”

Author

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  • Ruz-Mendoza Miguel A.

    (16772 Pablo de Olavide University , Sevilla, Spain)

  • Chabán Omar

    (Centro Universitario San Isidoro, Spain)

Abstract

The image of a tourist destination is a fundamental element in understanding the process of analysis and choice by tourists. Destination Marketing Organizations (DMOs) work in a coordinated way to promote the qualities of a destination. However, other stimuli may escape the direct control of these organizations. Among these stimuli, there is a gap in the literature that has not been studied so far: the possible effect of brands linked to a destination on consumers’ attitudes toward visiting that destination. This article analyzes this effect through the consumer satisfaction effect on customer-based destination brand equity (CBDBE). The results confirm this chain of effects. From a theoretical perspective, we contribute to reinforcing studies that analyze the effect of CBDBE on destination choice. From a mangerial point of view, we highlight the need to expand the reference of stimuli that can affect CBDBE for a greater impact and efficiency of the actions developed by DMOs.

Suggested Citation

  • Ruz-Mendoza Miguel A. & Chabán Omar, 2024. "“How Brands Can Influence Consumers’ Attitudes Towards Visiting Brand-related destinations”," Review of Marketing Science, De Gruyter, vol. 22(1), pages 43-56.
    • Handle: RePEc:bpj:revmkt:v:22:y:2024:i:1:p:43-56:n:1009
    DOI: 10.1515/roms-2024-0019
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