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Drawing on brand relationship theory and attitude theory, this study investigates the relationships among destination image, destination personality, tourist-destination relationship and tourist behavior. Using a sample of 428 foreign tourists visiting the Angkor temple area of Cambodia and the structural equation modeling technique, the results reveal that destination image and destination personality have positive effects on the tourist-destination relationship, which in turn affect tourist behavior. The study lends support to brand relationship theory, indicating that tourists form emotional relationships with destinations, and further supports Bagozzi?s (1992) reformulation of attitude theory with regard to the cognitive, affective and behavior sequence.
Destination image
Destination image is defined as the sum of beliefs, ideas, and impressions that a tourist holds about a destination (Crompton, 1979), and it is viewed as a multidimensional construct composed of three primary dimensions, i.e. cognitive, affective, and conative (Beerli & Martin, 2004; Prayag, 2007). The cognitive component involves beliefs and knowledge about the physical attributes of a destination, while the affective one refers to the appraisal of the affective quality of feelings towardthe attributesandthe surrounding environment (Baloglu & McCleary,1999). The conative component is considered analogous to behavior, and evolves from cognitive and affective images (Beerli & Martin, 2004; Prayag, 2007).
Brand personality
Brand personality is defined as the set of human characteristics associated with a brand. Aaker (1997) conceptualizes it using the five trait dimensions of sincerity, excitement, competence, sophistication and ruggedness. These dimensions have been applied to various settings across different cultures to gauge consumers? symbolic consumption and their effects on behavior (Ekinci & Hosany, 2006). By adopting Aaker?s (1997) terminology of brand personality, Ekinci and Hosany (2006) define destination personality as the set of human characteristics associated with a destination, and find that tourists ascribe personality characteristics to destinations based on three salient dimensions: sincerity, excitement and conviviality. The concept of destination personality has been applied to characterize tourism destinations (Hosany et al., 2006; Murphy, Benchendorff, & Moscardo, 2007; Park & Jung, 2010; Prayag, 2007), and its effects on differentiating among them (Murphy, Moscardo, & Benckendorff, 2007).
Despite the significance of destination branding in both academia and industry, literature on its
conceptual development is limited. The current study aims to develop and test a theoretical model of destination branding, which integrates the concepts of the branding and destination image. The study suggests unique image as a new component of destination brand associations. It is proposed that the overall image of the destination (i.e., brand image) is a mediator between its brand associations (i.e., cognitive, affective, and unique image components) and tourists? future behaviors (i.e., intentions to revisit and recommend). The results confirmed that overall image is influenced by three types of brand associations and is a critical mediator between brand associations and tourists? future behaviors. In addition, unique image had the second largest impact on the overall image formation, following the cognitive evaluations.
Destination Branding
Destination branding can be defined as a way to communicate a destination?s unique identity by differentiating a destination from its competitors (Morrison & Anderson, 2002). Similar to the general knowledge on brands, destination brands exert two important functions: identification and differentiation. In the branding literature, the meaning of “identification” involves the explication of the source of the product to consumers. While a product in general terms represents a physical offering, which can be easily modified, a place as a product is a large entity which contains various material and non-material elements to represent it (Florek, 2005). For example, a place includes tangible attributes such as historical sites or beaches as well as intangible characteristics such as culture, customs, and history. Because of the complex nature of a destination to be a brand, generalization of the identity is inevitable.
Brand identity and image
Brand identity reflects the contribution of all brand elements to awareness and image (Keller, 1998, p. 166). It provides a direction, purpose, and meaning for the brand and is central to a brand?s strategic vision and the driver of brand associations (Aaker, 1996). On the other hand, brand image can be defined as consumer perceptions of a brand as reflected by the brand associations held in consumer?s memory (Keller, 2008). To brand a destination, the sender (i.e., destination marketers) projects a destination brand identity through all the features and activities that differentiate the destination from other competing destinations. All the while, the receiver (i.e., a consumer) perceives the image of the place, which is formed and stored in their minds (Florek et al., 2006).
Brand associations
brand associations are classified into three major categories: attributes, benefits, and attitudes (Keller, 1993, 1998). According to Keller (1993, 1998), attributes are those descriptive features that characterize a brand. In other words, an attribute is what a consumer thinks the brand is or has to offer and what is involved with its purchase or consumption. The benefits that may occur are the personal value consumers associate with the brand attributes in the form of functional, symbolic, experiential attachments. That is, what consumers think the brand can do for them. Brand attitudes are consumers? overall evaluations of the brand and are the basis for consumer
behavior (e.g., brand choice).
The images of a tourist destination often depend on information and contents generated by travelers, suppliers, and residents. This article analyzes the weight that different information sources exert in defining the overall information source construct. The authors adopt a multidimensional methodology; unlike prior research, this study considers the combined weight of various web platforms for determining the images of tourist destinations. Thus, in addition to integrating various explanatory models to detail how the images of a tourist destination form, this study adds web platform factors and thereby moves beyond the influences of traditional, offline sources of information. The results of a survey of 541 tourists and residents of Mallorca, according to different descriptive statistics and exploratory and confirmatory factor analysis, indicate that different websites, reflecting both supplier- and user generated content, exert important influences and combine to form an information source construct. Furthermore, users who publish tourist information online value web platforms that offer user-generated content when they seek information about a tourist destination for themselves. These findings in turn offer several managerial recommendations.
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Chairman Mao Zedong, founder of the People?s Republic of China, is the main attraction in Shaoshan Village, Hunan. The Great Helmsman was born here and his likeness lives on after him in the form of statues, portraits, and souvenirs. His legacy is commemorated at his childhood home and family shrine filled with markers, displays and artifacts. This paper describes how these representations of Mao work as a key element of the Hunan (湖南) Province online tourism destination image. The study was based on a compound content analysis-semiotic analysis method and a purposive sample of 995 photographs gathered from 257 websites. It was found that Mao-related photographic representations found online make up an interconnected and internally self-referential destination image of Hunan. The image combines intrinsic cultural value with commercial use value in ways that complement China?s Green and Red Tourism policy. The control of this complex image is not, however, entirely in the hands of tourism marketers.
Tourism Destination Image
Destination image theory in tourism research was originally used to describe an induced-organic image dualism (Gunn, 1972) that contrasted destination marketing against the experiences and perceptions of visitors. Recognizing that induced and organic image perspectives might be mutually independent, the theory was refined into a set of three constructs, including: 1) destination imagery as the topography of the touristic landscape and its material objects and experiences (Wolcott, 1995); 2) perceived destination image as the effect of individual or collective audiences? exposure to destination imagery; and 3) projected destination image as the purposive generation and packaging of imagery in print and electronic forms for marketing or