Am I Ibiza? Measuring brand identification in the tourism context
Entity
UAM. Departamento de Financiación e Investigación ComercialPublisher
Elsevier Ltd.Date
2018-01-01Citation
10.1016/j.jdmm.2018.04.005
Journal of Destination Marketing and Management Abril (2018): 1-11
ISSN
2212-571X (print); 2212-5752 (online)DOI
10.1016/j.jdmm.2018.04.005Funded by
This research was funded by a grant from the Spanish Ministry of Science and Innovation (National Plan for Research, Development and Innovation ECO2014-59356-P and ECO2015-69103-R)Project
Gobierno de España. ECO2014-59356-P; Gobierno de España. ECO2015-69103-REditor's Version
https://doi.org/10.1016/j.jdmm.2018.04.005Subjects
Brand identification; Branding; Destination marketing; Ibiza; Scale; Spain; EconomíaRights
© 2018 The AuthorsEsta obra está bajo una licencia de Creative Commons Reconocimiento-NoComercial-SinObraDerivada 4.0 Internacional.
Abstract
Understanding brand identification is critical when developing successful relationships between tourists and the destinations they visit. Nevertheless, there is an absence of academic work that measures tourist destination brand identification. The purpose of this study is to develop a scale to measure brand identification within the context of tourism. The study develops 24 measurement items to construct a survey instrument. The instrument is then administered to collect data from a sample of 308 Ibizan tourists. Following a rigorous scale development process, a one-dimensional brand identification model is identified. Finally, a refined scale consisting of seven measurement items is developed. This scale is validated with a new sample of 126 Ibizan visitors. Multi-step psychometric tests verify that the new brand identification scale is reliable and valid. Destination managers could use this scale to evaluate and identify highly acknowledged tourist segments, and more accurately implement the corresponding promotional strategies to this target.
Files in this item
Google Scholar:Berrozpe, Arturo
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Campo Martínez, Sara
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Yagüe Guillén, M. Jesús
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