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The relationship between brand strength and tourism intensity: empirical evidence from the EU capital cities

Josip Mikulić (Department of Tourism, Faculty of Economics and Business, University of Zagreb, Zagreb, Croatia)
Katarina Miličević (Institute for Tourism, Zagreb, Croatia)
Damir Krešić (Institute for Tourism, Zagreb, Croatia)

International Journal of Culture, Tourism and Hospitality Research

ISSN: 1750-6182

Article publication date: 7 March 2016

1295

Abstract

Purpose

The purpose of this paper is to analyze the relationship between brand strength and tourism intensity indices and to determine to what extent the implementation of the branding process can have an impact on building a destination’s brand strength and tourism economic performance in the European Union capital cities.

Design/methodology/approach

For the purpose of this study, secondary data on brand strength and tourism intensity for a sample of 20 European capital cities were used. Correlation analysis between brand strength and tourism intensity was then performed by using a cross-section analysis design.

Findings

The findings of this research show that destination brand strength is indeed significantly and positively related to tourism intensity.

Originality/value

This paper concludes that destination branding process is an important factor for creating and maintaining competitive advantages among capital cities on the mature and saturated European tourism market.

Keywords

Acknowledgements

This work has been supported by the Croatian Science Foundation under the project DESTBRAND (project no. UIP-2014-09-7005, period: 2015-2018).

Citation

Mikulić, J., Miličević, K. and Krešić, D. (2016), "The relationship between brand strength and tourism intensity: empirical evidence from the EU capital cities", International Journal of Culture, Tourism and Hospitality Research, Vol. 10 No. 1, pp. 14-23. https://doi.org/10.1108/IJCTHR-06-2015-0054

Publisher

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Emerald Group Publishing Limited

Copyright © 2016, Emerald Group Publishing Limited

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