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Gaming Destination Images: Implications for Branding

kaiwu 添加于 2010-10-29 10:18 | 1375 次阅读 | 0 个评论

作者
Kneesel E, Baloglu S, Millar M
摘要
The study examines brand images and perceptions of Las Vegas, Atlantic City, Chicagoland (IL, IN), and Connecticut to reveal their perceived strengths and weaknesses. The brand images are analyzed through a combination of quantitative and qualitative measures. Significant differences between the four destinations are found, revealing strengths and weaknesses across 19 cognitive variables, 4 affective variables, and overall image and behavioral intentions.These results are enhanced with answers to open-ended questions about each gaming market, which surface additional cognitive and affective associations. Interestingly, no brand personality descriptors are mentioned in the open-ended responses, questioning the applicability of brand personality scales to tourist destinations. Well-known destination brands are associated with high awareness and familiarity, more positive overall images, and more affective descriptions, which might have a halo effect on evaluations of cognitive attributes, visitation intention, and word of mouth. The study provides theoretical, methodological, and practical implications for destination branding.
详细资料
- 文献种类: Journal Article
- 期刊名称: Journal of Travel Research
- 期卷页: 2010年第49卷第1期 68-78页
- 日期: 2010
学科领域人文社科 » 旅游学
标签

Jounral_of_travel_research
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