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The effect of a destination branding strategy for rural tourism on the perceived value of the conservation of the indigenous resources of the rural tourism destination: the case of Spain

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  • Ana Polo Peña
  • Dolores Frías Jamilena
  • Miguel Rodríguez Molina

Abstract

The identification of mechanisms that encourage the tourism sector to contribute to sustainable conservation is of great interest. The present work proposes the use of destination branding based on contribution to the conservation of the indigenous resources of the rural tourist destination, and studies the effect this has on perceived value for the tourist visiting the destination. A scale of destination brand identity is validated, along with a scale for destination brand positioning and another for perceived value, as viewed by the tourist, of contribution to sustainable conservation. The perceived value scale offers an overall perspective which includes: functional-affective factors; benefits–sacrifices; the pre-visit stage; and the stay in the rural tourism location. These findings make a new contribution to both literature and to the professional sector.

Suggested Citation

  • Ana Polo Peña & Dolores Frías Jamilena & Miguel Rodríguez Molina, 2013. "The effect of a destination branding strategy for rural tourism on the perceived value of the conservation of the indigenous resources of the rural tourism destination: the case of Spain," Current Issues in Tourism, Taylor & Francis Journals, vol. 16(2), pages 129-147.
    • Handle: RePEc:taf:rcitxx:v:16:y:2013:i:2:p:129-147
    DOI: 10.1080/13683500.2012.679357
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    Cited by:

    1. Zanete Garanti & Shiva Ilkhanizadeh & Sotiroula Liasidou, 2024. "Sustainable Place Branding and Visitors’ Responses: A Systematic Literature Review," Sustainability, MDPI, vol. 16(8), pages 1-15, April.

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