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Reciprocal effect of tourist destinations on the strength of national tourism brands

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  • Santos, Glauber Eduardo de Oliveira
  • Giraldi, Janaina de Moura Engracia

Abstract

The assignment of a brand to a product affects consumer's perceptions not only about the product, but also about the brand itself. The reciprocal effect of the product on its brand can be either positive or negative. Extending the concept of reciprocal effect to a new context, this study analyzed how consumer's perceptions about tourist destinations can affect the national tourism brand. An experiment showed that destinations leading to attitudes that are more positive than the average can strengthen the national tourism brand, while destinations leading to attitudes below the average can weaken it. Brand dilution can happen even when the outcome is effective from the destination's perspective. Because of the reciprocal effect, the determination of public policies in the destination level is usually inefficient from the country's perspective. These results reinforce the need for national brand governance.

Suggested Citation

  • Santos, Glauber Eduardo de Oliveira & Giraldi, Janaina de Moura Engracia, 2017. "Reciprocal effect of tourist destinations on the strength of national tourism brands," Tourism Management, Elsevier, vol. 61(C), pages 443-450.
    • Handle: RePEc:eee:touman:v:61:y:2017:i:c:p:443-450
    DOI: 10.1016/j.tourman.2017.03.011
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    Cited by:

    1. Gabriela ZAI, 2018. "The Country Brand- An Objective That Is Difficult To Accomplish," Proceedings of the INTERNATIONAL MANAGEMENT CONFERENCE, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 12(1), pages 889-894, November.
    2. Can, Ali Selcuk & Ekinci, Yuksel & Pino, Giovanni, 2021. "Joint brand advertising for emerging heritage sites," Annals of Tourism Research, Elsevier, vol. 91(C).

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