BRAND IMAGE AND TOURIST DESTINATION: SYNERGIES AND IMPLICATIONS

Authors

  • José Antonio Folgado Fernández Centro Universitario de Plasencia, Universidad de Extremadura
  • Paulo Alexandre Oliveira Duarte Faculdade de Ciências Sociais e Humanas. Universidade da Beira Interior
  • José Manuel Hernández Mogollón Facultad de Estudios Empresariales y Turismo, Universidad de Extremadura

Keywords:

Tourism, Place Branding, Destination Image, Tourism Marketing

Abstract

In a highly competitive tourism industry today, many places are adopting the creation of a brand image, in an effort to respond to new market demands and differentiate themselves from competitors. The aim of this work is to identify the importance of branding in the image of the destination through the literature review and integrative analysis of four models. The methodology was based on a review of the conceptual framework of place branding, in order to identify the key authors and theoretical models. A study of the most relevant variables and their relationship with the image of the destination was conducted. The results show the importance and the growth of place branding in the promotion of tourist destinations as well as the need to deepen the understanding of the perceptions of tourists, particularly through the identification of relations and associations between destination perceived image and place branding.

Author Biographies

  • José Antonio Folgado Fernández, Centro Universitario de Plasencia, Universidad de Extremadura
    Licenciado en Ciencias Económicas y Empresariales, Departamento de Economía Financiera y Contabilidad
  • Paulo Alexandre Oliveira Duarte, Faculdade de Ciências Sociais e Humanas. Universidade da Beira Interior
    PhD em Gestão, Departamento de Gestão e Economia
  • José Manuel Hernández Mogollón, Facultad de Estudios Empresariales y Turismo, Universidad de Extremadura
    PhD en Ciencias Económicas y Empresariales, Departamento de Dirección de Empresas y Sociología

Published

24.01.2012

Issue

Section

Papers/Extended Abstracts in Spanish

How to Cite

BRAND IMAGE AND TOURIST DESTINATION: SYNERGIES AND IMPLICATIONS. (2012). Tourism & Management Studies, 904-914. https://tmstudies.net/index.php/ectms/article/view/254

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