nep-tur New Economics Papers
on Tourism Economics
Issue of 2020‒06‒29
one paper chosen by
Laura Vici
Università di Bologna

  1. Tourism branding and promotion: A critical approach By Johnson, Catherine; McLaughlin, James

  1. By: Johnson, Catherine; McLaughlin, James
    Abstract: Brand confusion takes place when a person views an advertisement for a particular brand as a communication about a different brand. This empirical study was conducted in a sample of 134 men and women and based on 24 mass tourism destination advertisements of 8 different Mediterranean countries. Advertisements that were perceived as likeable and distinctive, and that were not information-overloaded suffered less from brand confusion. Destination brands with weak advertising support were found to be more vulnerable to brand confusion. Consumers with higher levels of product category involvement and higher levels of brand awareness and brand loyalty appear to confuse mass tourism destination brands less frequently.
    Keywords: mass tourism, destination promotion, advertising campaigns, brand confusion
    JEL: L83 M3
    Date: 2020–05–07

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