IDEAS home Printed from https://ideas.repec.org/a/taf/rcitxx/v20y2017i5p536-551.html
   My bibliography  Save this article

Assessing the impact of co-branding of island destination and tourism activities on tourists’ reactions

Author

Listed:
  • Austin Rong-Da Liang

Abstract

The aim of this study is to examine the status and images of certain islands based on specific tourism activities. A total of 385 valid samples were obtained from tourists at the islands' main transportation facilities. The results are as follows: (1) different island destinations are promoted differently, which significantly affects the perceptions of tourists. (2) Tourists' familiarity with various tourism activities and the rate of participation in these activities vary significantly between the islands; in addition, tourists display greater familiarity with beach/water activities and participate in these activities in higher proportions. (3) Greater consistency in the matching of island destinations with tourism activities helps produce a co-branding effect, which positively affects tourists' perception of these destinations. From a co-branding perspective, this study demonstrates that the empirical market positioning of island destinations must be consistent with the tourism activities that are possible to produce an optimal experience for the tourists. This comparison of different islands explains why the development of island tourism on such locations should involve the provision of information on rankings and tourism activities.

Suggested Citation

  • Austin Rong-Da Liang, 2017. "Assessing the impact of co-branding of island destination and tourism activities on tourists’ reactions," Current Issues in Tourism, Taylor & Francis Journals, vol. 20(5), pages 536-551, April.
    • Handle: RePEc:taf:rcitxx:v:20:y:2017:i:5:p:536-551
    DOI: 10.1080/13683500.2014.946476
    as

    Download full text from publisher

    File URL: http://hdl.handle.net/10.1080/13683500.2014.946476
    Download Restriction: Access to full text is restricted to subscribers.
    File URL: https://libkey.io/10.1080/13683500.2014.946476?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
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    More about this item

    Statistics

    Access and download statistics

    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:taf:rcitxx:v:20:y:2017:i:5:p:536-551. 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.

    We have no bibliographic references for this item. You can help adding them by using 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: Chris Longhurst (email available below). General contact details of provider: http://www.tandfonline.com/rcit .

    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.