IDEAS home Printed from https://ideas.repec.org/a/eee/touman/v61y2017icp443-450.html
   My bibliography  Save this article

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

Author

Listed:
  • 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
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0261517717300602
    Download Restriction: no

    File URL: https://libkey.io/10.1016/j.tourman.2017.03.011?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. John Horton & David Rand & Richard Zeckhauser, 2011. "The online laboratory: conducting experiments in a real labor market," Experimental Economics, Springer;Economic Science Association, vol. 14(3), pages 399-425, September.
    2. Sheinin, Daniel A., 2000. "The Effects of Experience with Brand Extensions on Parent Brand Knowledge," Journal of Business Research, Elsevier, vol. 49(1), pages 47-55, July.
    3. Franziska Völckner & Henrik Sattler & Gwen Kaufmann, 2008. "Image feedback effects of brand extensions: Evidence from a longitudinal field study," Marketing Letters, Springer, vol. 19(2), pages 109-124, June.
    4. repec:cup:judgdm:v:5:y:2010:i:5:p:411-419 is not listed on IDEAS
    5. Train,Kenneth E., 2009. "Discrete Choice Methods with Simulation," Cambridge Books, Cambridge University Press, number 9780521747387, January.
    6. Paolacci, Gabriele & Chandler, Jesse & Ipeirotis, Panagiotis G., 2010. "Running experiments on Amazon Mechanical Turk," Judgment and Decision Making, Cambridge University Press, vol. 5(5), pages 411-419, August.
    7. Ahluwalia, Rohini & Gurhan-Canli, Zeynep, 2000. "The Effects of Extensions of the Family Brand Name: An Accessibility-Diagnosticity Perspective," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 27(3), pages 371-381, December.
    8. Sullivan, Mary, 1990. "Measuring Image Spillovers in Umbrella-Branded Products," The Journal of Business, University of Chicago Press, vol. 63(3), pages 309-329, July.
    9. Pina, José M. & Dall'Olmo Riley, Francesca & Lomax, Wendy, 2013. "Generalizing spillover effects of goods and service brand extensions: A meta-analysis approach," Journal of Business Research, Elsevier, vol. 66(9), pages 1411-1419.
    10. Kim, Chung K. & Lavack, Anne M. & Smith, Margo, 2001. "Consumer evaluation of vertical brand extensions and core brands," Journal of Business Research, Elsevier, vol. 52(3), pages 211-222, June.
    11. Park, C Whan & Milberg, Sandra & Lawson, Robert, 1991. "Evaluation of Brand Extensions: The Role of Product Feature Similarity and Brand Concept Consistency," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 18(2), pages 185-193, September.
    12. Swaminathan, Vanitha, 2003. "Sequential brand extensions and brand choice behavior," Journal of Business Research, Elsevier, vol. 56(6), pages 431-442, June.
    13. Siddharth Suri & Duncan J Watts, 2011. "Cooperation and Contagion in Web-Based, Networked Public Goods Experiments," PLOS ONE, Public Library of Science, vol. 6(3), pages 1-18, March.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    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).

    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. Falana, Wuraola Oluwabukola & Aspara, Jaakko & Frösén, Johanna, 2024. "The impact of Janus fit brand extensions on perceived brand innovativeness," Journal of Business Research, Elsevier, vol. 179(C).
    2. Yamada, Katsunori & Sato, Masayuki, 2013. "Another avenue for anatomy of income comparisons: Evidence from hypothetical choice experiments," Journal of Economic Behavior & Organization, Elsevier, vol. 89(C), pages 35-57.
    3. Dens, Nathalie & De Pelsmacker, Patrick, 2010. "Attitudes toward the extension and parent brand in response to extension advertising," Journal of Business Research, Elsevier, vol. 63(11), pages 1237-1244, November.
    4. Martínez Salinas, Eva & Pina Pérez, José Miguel, 2009. "Modeling the brand extensions' influence on brand image," Journal of Business Research, Elsevier, vol. 62(1), pages 50-60, January.
    5. Vladimir Sashov Zhechev & Evgeni Stanimirov, 2017. "Image Effects of the Extension of Niche Class F Vehicles in Bulgaria," Economic Studies journal, Bulgarian Academy of Sciences - Economic Research Institute, issue 2, pages 132-171.
    6. Hindsley, Paul & McEvoy, David M. & Morgan, O. Ashton, 2020. "Consumer Demand for Ethical Products and the Role of Cultural Worldviews: The Case of Direct-Trade Coffee," Ecological Economics, Elsevier, vol. 177(C).
    7. Wladislaw Mill & Cornelius Schneider, 2023. "The Bright Side of Tax Evasion," CESifo Working Paper Series 10615, CESifo.
    8. Garbarino, Ellen & Slonim, Robert & Villeval, Marie Claire, 2019. "Loss aversion and lying behavior," Journal of Economic Behavior & Organization, Elsevier, vol. 158(C), pages 379-393.
    9. E. Bacchiega & M. Colucci & M. Magnani, 2019. "What goes around, comes around: Reciprocal effects and double-sided moral hazard in the choice of brand licensing," Working Papers wp1136, Dipartimento Scienze Economiche, Universita' di Bologna.
    10. Pina, José M. & Dall'Olmo Riley, Francesca & Lomax, Wendy, 2013. "Generalizing spillover effects of goods and service brand extensions: A meta-analysis approach," Journal of Business Research, Elsevier, vol. 66(9), pages 1411-1419.
    11. Nicolas Jacquemet & Alexander G James & Stéphane Luchini & James J Murphy & Jason F Shogren, 2021. "Do truth-telling oaths improve honesty in crowd-working?," PLOS ONE, Public Library of Science, vol. 16(1), pages 1-18, January.
    12. Milena Tsvetkova & Michael W Macy, 2014. "The Social Contagion of Generosity," PLOS ONE, Public Library of Science, vol. 9(2), pages 1-9, February.
    13. Pontes, Nicolas & Palmeira, Mauricio & Jevons, Colin, 2017. "Brand expertise and perceived consistency reversals on vertical line extensions: The moderating role of extension direction," Journal of Retailing and Consumer Services, Elsevier, vol. 34(C), pages 209-218.
    14. Ellen Garbarino & Robert Slonim & Marie Claire Villeval, 2016. "Loss Aversion and lying behavior: Theory, estimation and empirical evidence," Working Papers halshs-01404333, HAL.
    15. Richa Joshi & Rajan Yadav, 2018. "An Integrated SEM Neural Network Approach to Study Effectiveness of Brand Extension in Indian FMCG Industry," Business Perspectives and Research, , vol. 6(2), pages 113-128, July.
    16. Dall'Olmo Riley, Francesca & Pina, José M. & Bravo, Rafael, 2013. "Downscale extensions: Consumer evaluation and feedback effects," Journal of Business Research, Elsevier, vol. 66(2), pages 196-206.
    17. Palan, Stefan & Schitter, Christian, 2018. "Prolific.ac—A subject pool for online experiments," Journal of Behavioral and Experimental Finance, Elsevier, vol. 17(C), pages 22-27.
    18. Kunter Gunasti & Hans Baumgartner, 2016. "The Asymmetric Effects of Positive Or Negative Experiences with an Extension on Low- or High-Equity Parent Brands: A Microtheoretical Notion," Customer Needs and Solutions, Springer;Institute for Sustainable Innovation and Growth (iSIG), vol. 3(3), pages 126-143, December.
    19. Mark Pritchard & Theresa Wilson, 2018. "Building corporate reputation through consumer responses to green new products," Journal of Brand Management, Palgrave Macmillan, vol. 25(1), pages 38-52, January.
    20. Richa Joshi & Rajan Yadav, 2017. "Evaluating the Feedback Effects of Brand Extension on Parent Brand Equity: A Study on Indian FMCG Industry," Vision, , vol. 21(3), pages 305-313, September.

    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:eee:touman:v:61:y:2017:i:c:p:443-450. 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: Catherine Liu (email available below). General contact details of provider: https://www.journals.elsevier.com/tourism-management .

    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.