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About this book

The study proposes and empirically validates an integrated model of leisure visitors’ destination brand associations that can guide destination marketing and branding activities for both, the brand identity and the consumer-based brand equity (CBBE) perspective. A ten-phase empirical research design is established and data is collected from a sample of German leisure visitors to the Balearic Island of Mallorca, Spain. Structural equation modeling (SEM) provides empirical evidence of construct validity and reveals strong support for the validity of the proposed structural theory of leisure visitors’ destination brand associations. Results also demonstrate that the structural model possesses excellent levels of predictive power and validity. Importantly, the model performs very well in the overall prediction of consumers’ destination brand attitudes and loyalty.

Table of Contents

Frontmatter

Chapter 1. Introduction

Abstract
This chapter introduces into the research topic by first providing a review of the general context surrounding the research field. Next, identification and assessment of the research problem is followed by a discussion of the theoretical background and scope of the upcoming research. The introduction chapter goes on to state the research questions and objectives, to then examine the contribution of the research.
Julian Michael Hodson

Chapter 2. Literature Review

Abstract
This chapter provides an extensive review of the branding, brand identity, consumer-based brand equity, and related concepts in the academic marketing, consumer behavior, and tourism literature. Strong theoretical and empirical support for a conceptualization of leisure visitors’ destination brand associations is presented.
Julian Michael Hodson

Chapter 3. Research Methodology

Abstract
This chapter presents and discusses the conceptual research model of leisure visitors’ destination brand associations, the research hypotheses, and the research design specifically developed for empirical testing of the conceptual model. The destination and source market to be investigated are then introduced. Next, the chapter proceeds to describe construct measurement scale development, measurement instrument construction, questionnaire pre-testing, sampling of destination visitors, data collection, and the characteristics of the sample obtained.
Julian Michael Hodson

Chapter 4. Data Analysis & Empirical Results

Abstract
A multi-phase/multi-method research design with a total of 10 distinct phases was introduced and discussed in chapter 3 (see 3.2, Table 3.2). Based on these research phases, chapter 4 involves the analysis of the questionnaire data collected from sampled airline passengers and the presentation of empirical results. Accordingly, phases 5 through 10 of the research design will be addressed in the sections of chapter 4. The forthcoming research phase 5 (data screening & data examination) is followed by phase 6 (construct validity & scale purification), phase 7 (construct validity: overall measurement model), phase 8 (structural model & hypothesis tests), phase 9 (predictive validity), and the final phase 10 (cross-group model validation: multi-group invariance tests).
Julian Michael Hodson

Chapter 5. Discussion & Conclusion

Abstract
Starting point of this investigation was recognition of the research problem that conceptualization and operationalization of the tourism destination image construct has only been insufficiently solved. In particular, it was noted that contemporary destination marketing is in need of a branding approach to destination image, which connects brand identity and consumer-based brand equity for a destination. However, these two distinct branding perspectives have traditionally been viewed in isolation of each other.
Julian Michael Hodson

Backmatter

Additional information