Destination brand images: a business tourism perspective
Abstract
Purpose
Most studies of destination brand images have been conducted from the perspective of the leisure tourist. This study identifies brand images from a business tourist perspective (people visiting destinations for business meetings, incentive events, conferences and exhibitions) and tests their relationship with perceived quality and commercial criteria.
Design/methodology/approach
Data on the brand image attributes associated with 15 UK destinations promoting themselves as business tourism centres were collected via repertory grid analysis from a sample of 25 organisations using business tourism facilities. A self‐completion questionnaire was used to measure managers’ ratings of the perceived quality of each destination and the commercial criteria used to select a destination. The data were analysed using content analysis, exploratory factor analysis and correlation analysis.
Findings
The content analysis identified eight clusters of brand image attributes. Subsequent factor analysis identified three underlying dimensions – overall destination attractiveness, functionality, and ambience. While all three were correlated with perceived quality, commercial criteria were dominated by a destination's functional rather than ambience attributes.
Originality/value
The results of the study provide a more informed and systematic basis on which to develop a destination's business tourism positioning strategy by providing a framework for selecting relevant brand image attributes.
Keywords
Citation
Hankinson, G. (2005), "Destination brand images: a business tourism perspective", Journal of Services Marketing, Vol. 19 No. 1, pp. 24-32. https://doi.org/10.1108/08876040510579361
Publisher
:Emerald Group Publishing Limited
Copyright © 2005, Emerald Group Publishing Limited