Measuring dimensions of brand influence for tourism products and places

Abstract

Purpose

The purpose of this paper is to identify brand dimensions of tourism products and places that most influence the perspective of potential travelers.

Design/methodology/approach

The study was conducted in North America by online survey (n = 4,000), using a multi-product brand measurement model to assess a competitive set of 100 tourism brands according to 54 attributes. Factor analysis produced nine dimensions that vary in their degree of influence by both product category and level of place.

Findings

Country brands are most influenced by the virtual dream dimension as potential travelers explore destinations online, provincial/state brands are more influenced by the trust factor of the comfort zone and corporate citizen dimensions and, at the city level, influential brands are big and bold.

Research limitations/implications

The study contributes an understanding of brand influence that crosses tourism product and place categories. While 100 brands are a good sample, they are a fraction of the market. In future, the methodology can be applied to understand selective bundles of brands that comprise any holistic tourist experience.

Practical implications

A better understanding of the factors that influence potential travelers’ brand perceptions is valuable to marketers, particularly for destinations offering a mix of product and place experiences.

Originality/value

Much of tourism brand research is limited to one sub-sector. This paper extends the research by identifying brand dimensions across products (i.e. attractions, lodging, transportation, online travel agents) and destinations (i.e. city, province/state, country) in one study. Additionally, new dimensions, “Connectivity” and “Virtual Dream”, reflect the significance of online planning and purchase in the current travel.

Citation

Elliot, S., Khazaei, A. and Durand, L. (2016), "Measuring dimensions of brand influence for tourism products and places", International Journal of Culture, Tourism and Hospitality Research, Vol. 10 No. 4, pp. 396-409. https://doi.org/10.1108/IJCTHR-08-2015-0096