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An Empirical Investigation of Destination Branding: The Case of the City of Rio de Janeiro, Brazil

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  • Lucimari Acosta Pereira

    (Program Postgraduate Programa in Tourism and Hospitality, Universidade Do Vale do Itajaí-UNIVALI, Campus Balneário Camboriú-SC 88337-300, Brazil)

  • Pablo Flôres Limberger

    (Program Postgraduate Programa in Tourism and Hospitality, Universidade Do Vale do Itajaí-UNIVALI, Campus Balneário Camboriú-SC 88337-300, Brazil)

  • Luiz Carlos Da Silva Flores

    (Program Postgraduate Programa in Tourism and Hospitality, Universidade Do Vale do Itajaí-UNIVALI, Campus Balneário Camboriú-SC 88337-300, Brazil)

  • Melise De Lima Pereira

    (Instituto de Ciências Humanas e da Informação—ICHI, Universidade Federal do Rio Grande-FURG, Santa Vitória do Palmar-RS 96230-000, Brazil)

Abstract

This paper conducts a study on brand image formation. In this sense, this research was developed to contribute to the tourism sector, and to do so, it had two major aims. The first one was to evaluate if destination branding factors influence the image assessment of a specific tourist destination: the Brazilian city of Rio de Janeiro. The second aim was to estimate if the image of this tourist destination is directly related to loyalty. Therefore, this paper provides a theoretical and an empirical contribution to the theme by using a set of destination branding dimensions to evaluate the image of Rio de Janeiro and to test its influence on destination loyalty. This research follows a quantitative exploratory approach, and in order to reach the designated aims, two research techniques were used: exploratory factor analysis and confirmatory factor analysis. The results confirmed four out of the five hypotheses established a priori in the proposed model. It can be concluded that the structural model is a reliable model.

Suggested Citation

  • Lucimari Acosta Pereira & Pablo Flôres Limberger & Luiz Carlos Da Silva Flores & Melise De Lima Pereira, 2018. "An Empirical Investigation of Destination Branding: The Case of the City of Rio de Janeiro, Brazil," Sustainability, MDPI, vol. 11(1), pages 1-17, December.
    • Handle: RePEc:gam:jsusta:v:11:y:2018:i:1:p:90-:d:192911
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    References listed on IDEAS

    as
    1. J.J. Brakus & B.H. Schmitt & L. Zarantonello, 2009. "Brand Experience: What Is It? How Do We Measure It? And Does It Affect Loyalty?," Post-Print hal-00799102, HAL.
    2. Feng Xu & Xuejiao Lin & Shuaishuai Li & Wenxia Niu, 2018. "Is Southern Xinjiang Really Unsafe?," Sustainability, MDPI, vol. 10(12), pages 1-21, December.
    3. Carlo Aall, 2014. "Sustainable Tourism in Practice: Promoting or Perverting the Quest for a Sustainable Development?," Sustainability, MDPI, vol. 6(5), pages 1-22, April.
    4. García, Juan A. & Gómez, Mar & Molina, Arturo, 2012. "A destination-branding model: An empirical analysis based on stakeholders," Tourism Management, Elsevier, vol. 33(3), pages 646-661.
    5. Kevin Lane Keller & Donald R. Lehmann, 2006. "Brands and Branding: Research Findings and Future Priorities," Marketing Science, INFORMS, vol. 25(6), pages 740-759, 11-12.
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