Abstract
There has been a substantial rise in the number of tourists in coastal cities in Asia and Europe. Yet very little is known about their tourism spending behavior, particularly how their perceived the importance of amenities in destination brand image and their influence on re-visit intention. This paper examines the relationship between amenities of tourist destination and their effect on tourist spending by examining (a) the mediating role of destination branding and (b) the moderating role of re-visit intention in the relationship between amenities and destination brand image. An online survey used to collect data from 150 Greek and 370 Chinese participants. Results show that destination brand image mediates the relationship between amenities of the destination and tourist spending. Moderated mediation reveals that the indirect paths (destination brand image) through which amenities exerts its effect on destination brand image is dependent on the value of tourist re-visit intention. Surprisingly, the model did not perform with Greek data. The role of destination brand image and tourist re-visit intention on tourist spending discussed together with future research directions.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
References
Statista (2018) Direct and total contribution of travel and tourism to the global economy from 2006 to 2018. https://www.statista.com/statistics/233223/travel-and-tourism%2D%2Dtotal-economic-contribution-worldwide/
Papadopoulos N, Elliot S, Szamosi L (2014) Measuring event planners’ perceptions of place image attributes: the case of Greek convention destinations. Tour Anal 19:505–516. https://doi.org/10.3727/108354214X14090817031233
Ooi CS (2004) Poetics and politics of destination branding: Denmark. Scand J Hosp Tour 4:107–128. https://doi.org/10.1080/15022250410003898
Prebensen NK (2007) Exploring tourists’ images of a distant destination. Tour Manag 28:747–756. https://doi.org/10.1016/j.tourman.2006.05.005
Gnoth J (2007) The structure of destination brands: leveraging values. Tour Anal 12:345–358. https://doi.org/10.3727/108354207783227939
Boo S, Busser J, Baloglu S (2009) A model of customer-based brand equity and its application to multiple destinations. Tour Manag 30:219–231. https://doi.org/10.1016/j.tourman.2008.06.003
Cronin JJ Jr, Brady MK, Hult GTM (2000) Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments. J Retail 76:193–218. https://doi.org/10.1016/S0022-4359(00)00028-2
Fyall A, Leask A (2006) Destination marketing: future issues—strategic challenges. Tour Hosp Res 7:50–63. https://doi.org/10.1057/palgrave.thr.6050029
Freire J (2005) Geo-branding, are we talking nonsense? A theoretical reflection on brands applied to places. Place Branding 1:347–362. https://doi.org/10.1057/palgrave.pb.5990033
Lodge C (2002) Success and failure: the brand stories of two countries. J Brand Manag 9:372–384. https://doi.org/10.1057/palgrave.bm.2540084
Gilmore F (2002) A country—can it be repositioned? Spain—the success story of country branding. J Brand Manag 9:281–293. https://doi.org/10.1057/palgrave.bm.2540078
O’Leary S, Deegan J (2005) Ireland’s image as a tourism destination in France: attribute importance and performance. J Travel Res 43:247–256
Lee J, Kyle G, Scott D (2012) The mediating effect of place attachment on the relationship between festival satisfaction and loyalty to the festival hosting destination. J Travel Res 51(6):754–767. https://doi.org/10.1177/0047287512437859
Sultana R, Sultana KS (2018) Factors determining tourism: a framework to promote tea tourism destination in Chittagong. Glob J Manage Bus Research. https://journalofbusiness.org/index.php/GJMBR/article/view/2502
Qu H, Kim LH, Im HH (2011) A model of destination branding: integrating the concepts of the branding and destination image. Tour Manag 32(3):465–476. https://doi.org/10.1016/j.tourman.2010.03.014
Jaafar M, Bakri NM, Rasoolimanesh SM (2015) Local community and tourism development: a study of rural mountainous destinations. Mod Appl Sci 9:399. https://doi.org/10.5539/mas.v9n8p407
Baker MJ, Cameron E (2008) Critical success factors in destination marketing. Tour Hosp Res 8:79–97
Amara D (2018) Events tourism: a potential to build a tourist destination branding: the case of cultural events in Egypt. Int J Herit Tour Hosp 11(2/2). http://journals.fayoum.edu.eg/index.php/Tourism/article/view/375
Hanna S, Rowley J (2008) An analysis of terminology use in place branding. Place branding and public diplomacy 4:61–75. https://doi.org/10.1057/palgrave.pb.6000084
Echtner CM, Ritchie JRB (1993) The measurement of destination image: empirical assessment. J Travel Res 31:3–13. https://doi.org/10.1177/004728759303100402
Das D, Mohapatra PKJ, Sharma SK, Sarkar A (2007) Factors influencing the attractiveness of a tourist destination: a case study. J Serv Res 7:103–134. https://www.researchgate.net/profile/Debadyuti_Das/publication/281902368_Factors_Influencing_the_Attractiveness_of_a_Tourist_Destination/links/567bd43608ae19758381ae67.pdf
Baloglu S, McCleary KW (1999) A model of destination image formation. Ann Tour Res 26:868–897. https://doi.org/10.1016/S0160-7383(99)00030-4
Bentler PM (1992) On the fit of models to covariances and methodology to the bulletin. Psychol Bull 112:400–404. https://doi.org/10.1037/0033-2909.112.3.400
Gerbing DW, Anderson JC (1988) An updated paradigm for scale development incorporating unidimensionality and its assessment. J Mark Res 25:186–192. https://www.jstor.org/stable/3172650
Preacher KJ, Rucker DD, Hayes AF (2007) Addressing moderated mediation hypotheses: theory, methods, and prescriptions. Multivar Behav Res 42:185–227. https://doi.org/10.1080/00273170701341316
Hayes AF (2012) PROCESS: a versatile computational tool for observed variable mediation, moderation, and conditional process modeling. https://www.afhayes.com/index.html
Saeedi H, Heidarzadeh Hanzaee K (2018) The effects of heritage image on destination branding: an Iranian perspective. J Herit Tour 13:152–166. https://doi.org/10.1080/1743873X.2016.1264958
Kavoura A, Stavrianeas K (2015) The importance of social media on holiday Visitors’ choices - the case of Athens, Greece. EUROMED J Bus 10:360–374. https://doi.org/10.1108/EMJB-03-2015-0016
Kavoura A, Bitsani E (2013) E-branding of rural tourism in Carinthia, Austria. Tour Int Interdisciplinary J 61:289–312. https://hrcak.srce.hr/110912
Kavoura A, Nechita F (2017) An exploratory study of online destination images via user-generated content for southeastern rural Transylvania. In: Kiralova E (ed) Driving tourism through creative destinations and activities. IGI Global, Hershey, pp 45–66
Sophocleous H, Masouras A, Papademetriou C (2019) Brand as a strategic asset for cultural organisations - a proposal for the forthcoming cultural institution of pafos. In: Kavoura A, Kefallonitis E, Giovanis, A (eds) Strategic innovative marketing and tourism, 7th ICSIMAT
Siakalli M, Masouras A, Papademetriou C (2017) E-Marketing in the Hotel Industry: marketing mix strategies. In: Kavoura A, Sakas D, Tomaras P (eds) Strategic innovative marketing, Springer proceedings in business and economics. Springer, Cham. https://doi.org/10.1007/978-3-319-33865-1_15
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2019 Springer Nature Switzerland AG
About this paper
Cite this paper
Khan, J., Maltezou, V., He, C. (2019). The Role of Destination Brand Image and Revisit Intention on Tourist Spending. In: Kavoura, A., Kefallonitis, E., Giovanis, A. (eds) Strategic Innovative Marketing and Tourism. Springer Proceedings in Business and Economics. Springer, Cham. https://doi.org/10.1007/978-3-030-12453-3_42
Download citation
DOI: https://doi.org/10.1007/978-3-030-12453-3_42
Published:
Publisher Name: Springer, Cham
Print ISBN: 978-3-030-12452-6
Online ISBN: 978-3-030-12453-3
eBook Packages: Business and ManagementBusiness and Management (R0)