THE ROLE OF PERSONAL BRAND ON CONSUMER BEHAVIOUR IN TOURISM CONTEXTS: THE CASE OF MADEIRA
Keywords:
Brand Management, CR7, Tourism Marketing, Madeira Island, Personal Branding
Abstract
In a world that undeniably competes for investment, visitors and residents, the adoption of approaches derived from the marketing has become a reality in the search for sustainability. It is a fact that a city marketing and brand management policy is able to promote and transform an image, boost economic activity and enhance all aspects of the city that present competitive advantage over other territories, so this is why associate marketing with cities makes sense. This study aims a better understanding of the brand image and their relationship with behavioural intentions, especially through the perceptions that tourists have toward the destinations (e.g. Madeira island), and how this may influence their attitudes. The objective of this study is to understand the impact of the personal brand on the image of a tourist destination, using as a case study the Madeira destination. An empirical study was carried out through questionnaires applied to 142 tourists in Madeira island. It was possible to understand the perception of visitors and assess the experience of visitors and the theoretical and practical contributions to local development and tourism marketing. Under an interdisciplinary perspective, this research brings together inputs from marketing, tourism and local economics. A theoretical model is developed specifying antecedents of satisfaction and loyalty in specific tourism contexts. Implications for future research are also presented.Downloads
Download data is not yet available.
Altmetrics
References
Published
2019-06-27
How to Cite
Sousa, B., & Rodrigues, S. (2019). THE ROLE OF PERSONAL BRAND ON CONSUMER BEHAVIOUR IN TOURISM CONTEXTS: THE CASE OF MADEIRA. ENLIGHTENING TOURISM. A PATHMAKING JOURNAL, 9(1), 38-62. https://doi.org/10.33776/et.v9i1.3597
Section
RESEARCH PAPERS
Authors who publish in this journal agree to the following terms:
*Authors retain the copyright of their work and grant the journal right of its first publication under a Creative Commons License, in the following terms: https://creativecommons.org/licenses/by-nc-sa/4.0/
This allows others to share the work with an acknowledgement of its authorship and initial publication in this journal.
*Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the version of the work published in this journal (e.g., post it in an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
*Once published in this journal, authors are permitted and encouraged to post their work online (e.g., in academic/scientific repositories or in their websites), as this can lead to a greater number of citations.