A carregar...
Publicação
Portugal as a destination brand - looking from within its own internal tourism market
| Nome: | Descrição: | Tamanho: | Formato: | |
|---|---|---|---|---|
| 833.97 KB | Adobe PDF |
Autores
Orientador(es)
Resumo(s)
The destination branding literature bloomed in the late nineties, and much of the academic research around this field has been attempting to deliver significant contributions for the tourism industry. One of the goals of this field of study is to understand how the performance of a destination brand can be measured, and for that, some authors have tested the application of the Customer-Based Brand Equity (CBBE) model to different destinations. Given the scarcity of research around the topic, this master dissertation addresses a gap in the literature by testing for the first time the applicability of the CBBE model to the case of Portugal, from the perception of its own domestic tourism market. The conceptual model and scales are rooted in existing literature, however, adapted to the reality of Portugal as a destination brand. The suitability of the proposed model was tested in a survey to 483 residents in Portugal, and the results support the premise that it could be done successfully, therefore providing robustness to the model. Besides the theoretical contribution, the practical implications of this research can be relevant for the Portuguese tourism stakeholders, and in particular to the national Destination Marketing Organization, Turismo de Portugal. In addition to finding a way of measuring performance, the insights that were collected from the sample of Portuguese residents can be helpful to adjust the marketing efforts to this market and maximize brand equity.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing Intelligence
Palavras-chave
Destination Brand Destination Branding CBBE CBBETD Domestic Tourism Portugal