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Perceived Sustainable Destination Image: Implications for Marketing Strategies in Europe

Author

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  • Arminda Almeida-Santana

    (Research Group in Business Management (Gide), University of León (ULE), 24007 León, Spain)

  • Sergio Moreno-Gil

    (Institute of Tourism and Sustainable Economic Development, Universidad Las Palmas de Gran Canaria, 35001 Las Palmas de Gran Canaria, Spain)

Abstract

There is currently a growing concern about the consequences of tourism activity on the environment. In this regards, sustainable management is understood as a key element that can help destination marketing organizations (DMOs) to improve a tourist destination’s competitiveness. This study provides some clues about the best way to develop the image and branding of a destination using the concept of sustainable image. Through an analysis of 28,947 tourists from 18 European countries, this paper studies what sociodemographic, cultural, and behavioral characteristics of tourists influence their perception of sustainable destination. The results of the binomial logit analysis show that destination primary and secondary images, motivations, cultural background of tourists, and sociodemographic characteristics are determinant factors explaining the perception of sustainable destination image (SDI). Thus, the fundamental role of segmentation to positioning a destination as a sustainable destination is suggested. The study provides interesting recommendations for DMOs in order to be able to design better marketing strategies focused on destination image.

Suggested Citation

  • Arminda Almeida-Santana & Sergio Moreno-Gil, 2019. "Perceived Sustainable Destination Image: Implications for Marketing Strategies in Europe," Sustainability, MDPI, vol. 11(22), pages 1-12, November.
    • Handle: RePEc:gam:jsusta:v:11:y:2019:i:22:p:6466-:d:287887
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    References listed on IDEAS

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    1. Gema Pérez-Tapia & Fernando Almeida-García & Pere Mercadé-Melé, 2021. "The “ Four Core Elements ” as a Measuring Instrument: From Simplicity to Complexity in Tourist Destination," Economies, MDPI, vol. 9(2), pages 1-16, April.
    2. Aglaia-Spyridoula Koliotasi & Konstadinos Abeliotis & Paris-Georgios Tsartas, 2023. "Understanding the Impact of Waste Management on a Destination′s Image: A Stakeholders′ Perspective," Tourism and Hospitality, MDPI, vol. 4(1), pages 1-13, January.
    3. Yunduk Jeong & Andrew Yu & Suk-Kyu Kim, 2019. "The Antecedents of Tourists’ Behavioral Intentions at Sporting Events: The Case of South Korea," Sustainability, MDPI, vol. 12(1), pages 1-16, December.
    4. Kuo-Kuang Fan & Ying Zhou & Jun Zhang, 2021. "Exploring the Sustainable Development of Archaized Block Tourist Destination Based on Communicative Image and Perceptive Image," Sustainability, MDPI, vol. 13(12), pages 1-22, June.
    5. Mohammad Tipu Sultan & Farzana Sharmin & Alina Badulescu & Darie Gavrilut & Ke Xue, 2021. "Social Media-Based Content towards Image Formation: A New Approach to the Selection of Sustainable Destinations," Sustainability, MDPI, vol. 13(8), pages 1-22, April.
    6. Leonidas Hatzithomas & Christina Boutsouki & Fotini Theodorakioglou & Evanthia Papadopoulou, 2021. "The Link between Sustainable Destination Image, Brand Globalness and Consumers’ Purchase Intention: A Moderated Mediation Model," Sustainability, MDPI, vol. 13(17), pages 1-16, August.

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