Brand respect of tourist destination through the Lovemarks Theory

Authors

DOI:

https://doi.org/10.7784/rbtur.v17.2783

Keywords:

Lovemarks Theory, Tourist destination, Brand respect, Destination brand

Abstract

This research aims to understand the perception of tourists in relation to brand respect of Natal-RN (tourist destination in Brazil) from the dimensions of the Lovemarks Theory. The study, which has a descriptive quantitative nature, proposed to test a theoretical model based on the dimensions of the Lovemarks Theory, namely: trust, reputation, performance and brand respect. Data were collected through an online survey created on Google Forms platform, which obtained 285 valid responses. The analyses were carried out using IBM SPSS Statistics version 22 and SmartPLS 3 software. The results showed that all research hypotheses were supported, validating the application of the Lovemarks Theory in a tourist destination. Regarding the ‘brand respect’ construct, the study's findings indicated a greater relationship between it and the 'trust' dimension (structural coefficient = 0.481). The latent variables 'trust', 'reputation' and 'performance' explain 60.10% of brand respect in the context of a tourist destination. From a theoretical point of view, the study contributes by providing subsidies for the proposed model to be replicated in other destinations. In managerial terms, the research suggests actions to develop a destination brand management based on offering elements that guarantee a positive experience for the traveler in that place.

Downloads

Download data is not yet available.

Author Biographies

José William de Queiroz Barbosa, Universidade Federal do Rio Grande do Norte (UFRN), Natal, RN, Brasil.

Doutorando e Mestre pelo Programa de Pós-Graduação em Turismo (PPGTUR) da Universidade Federal do Rio Grande do Norte (UFRN). Bacharel em Hotelaria pela Universidade Federal de Pernambuco (UFPE). Contribuições: concepção da pesquisa, revisão da literatura, coleta de dados, análise de dados e discussão dos resultados.

Lissa Valéria Fernandes Ferreira, Universidade Federal do Rio Grande do Norte (UFRN), Natal, RN, Brasil.

Pós-doutorado em Comunicação Estratégica pela Universidade Autônoma de Barcelona (UAB). Professora do Programa de Pós-Graduação em Turismo (PPGTUR) da Universidade Federal do Rio Grande do Norte (UFRN). Contribuições: concepção da pesquisa, discussão dos resultados, orientação e revisão crítica do manuscrito.

References

Acharya, A., & Rahman, Z. (2016). Place branding research: A thematic review and future research agenda. In-ternational Review on Public and Nonprofit Marketing, 13(3), 289-317. https://doi.org/10.1007/s12208-015-0150-7

Afshardoost, M., & Eshaghi, M. S. (2020). Destination image and tourist behavioural intentions: A meta-analysis. Tourism Management, 81. https://doi.org/10.1016/j.tourman.2020.104154

Ali, F., Kim, W. G., Li, J., & Cobanoglu, C. (2018). A comparative study of covariance and partial least squares based structural equation modelling in hospitality and tourism research. International Journal of Con-temporary Hospitality Management, 30(1), 416-435. https://doi.org/10.1108/IJCHM-08-2016-0409

Almeyda, M., & George, B. (2017). Place branding in tourism: A review of theoretical approaches and manage-ment practices. Tourism & Management Studies, 13(4), 10-19. https://doi.org/10.18089/tms.2017.13402

Aroeira, T., Dantas, A. C., & de Sevilha Gosling, M. (2016). Experiência turística memorável, percepção cognitiva, reputação e lealdade ao destino: Um modelo empírico. Turismo: Visão e Ação, 18(3), 584-610. https://doi.org/10.14210/rtva.v18n3.p584-610

Bido, D. S., & Silva, D. (2019). SmartPLS 3: Especificação, estimação, avaliação e relato. Administração: Ensino e Pesquisa, 20(2), 488-536. https://doi.org/10.13058/raep.2019.v20n2.1545

Casidy, R., Wymer, W., & O'Cass, A. (2018). Enhancing hotel brand performance through fostering brand rela-tionship orientation in the minds of consumers. Tourism Management, 66, 72-84. https://doi.org/10.1016/j.tourman.2017.11.008

Chen, N., Wang, Y., Li, J., Wei, Y., & Yuan, Q. (2020). Examining structural relationships among night tourism ex-perience, lovemarks, brand satisfaction, and brand loyalty on “Cultural Heritage night” in South Korea. Sustainability, 12(17). https://doi.org/10.3390/su12176723

Choi, M., Law, R., & Heo, C. Y. (2016). Shopping destinations and trust–tourist attitudes: Scale development and validation. Tourism Management, 54, 490-501. https://doi.org/10.1016/j.tourman.2016.01.005

Cillo, V., Rialti, R., Del Giudice, M., & Usai, A. (2021). Niche tourism destinations’ online reputation management and competitiveness in big data era: Evidence from three Italian cases. Current Issues in Tourism, 24(2), 177-191. https://doi.org/10.1080/13683500.2019.1608918

Coelho, M. F., & Gosling, M. (2015). Em busca da definição de reputação de destinos turísticos: Significados e temas associados a partir da visão de profissionais. Revista Turismo em Análise, 26(2), 262-281. https://doi.org/10.11606/issn.1984-4867.v26i2p262-281

Cruz, F. M. D. S., & Freitas, A. A. F. D. (2021). Me senti em casa: Análise das revisões de experiências de hospe-dagem colaborativa no site Airbnb sob o prisma da confiança. Revista Brasileira de Pesquisa em Tu-rismo, 15(3). https://doi.org/10.7784/rbtur.v15i3.2026

Davcik, N. (2014). The use and misuse of structural equation modeling in management research: A review and critique. Journal of Advances in Management Research, 11(1), 47-81. https://doi.org/10.1108/JAMR-07-2013-0043

Delgado‐Ballester, E., & Munuera‐Alemán, J. L. (2005). Does brand trust matter to brand equity? Journal of Product & Brand Management, 14(3), 187-196. https://doi.org/10.1108/10610420510601058

Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50. https://doi.org/10.1177/002224378101800104

Foroudi, P. (2019). Influence of brand signature, brand awareness, brand attitude, brand reputation on hotel industry’s brand performance. International Journal of Hospitality Management, 76, 271-285. https://doi.org/10.1016/j.ijhm.2018.05.016

Garcia, L., & Ardigó, C. M. (2018). Hospitalidade e Marketing: Orientação Para o Mercado e Desempenho de Hotéis no Destino Turístico Costa Verde e Mar (SC). Rosa dos Ventos-Turismo e Hospitalidade, 10(2), 250-267. https://doi.org/10.18226/21789061.v10i2p250

Hair, J. F., Anderson, R. E., Tatham, R. L., & Black, W. C. (1998). Multivariate Data Analysis. Pearson.

Hair, J., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (2006). Multivariate Data Analysis. Pearson.

Iyer, P., Davari, A., Srivastava, S., & Paswan, A. K. (2021). Market orientation, brand management processes and brand performance. Journal of Product & Brand Management, 30(2), 197-214. https://doi.org/10.1108/JPBM-08-2019-2530

Jahanvi, J., & Sharma, M. (2021). Brand respect: Conceptualization, scale development and validation. Journal of Business Research, 132, 115-123. https://doi.org/10.1016/j.jbusres.2021.04.016

Keller, K. L., & Lehmann, D. R. (2006). Brands and Branding: Research Findings and Future Priorities. Marketing Science, 25(6), 740–759. https://doi.org/10.1287/mksc.1050.0153

Kim, S. H., Jeon, D. H., & Jeon, H. M. (2021). Well-being perception and lovemarks formation through experiential value in the context of the eco-friendly restaurant. British Food Journal, 123(12), 4264-4283. https://doi.org/10.1108/BFJ-02-2021-0136

Kock, F., Josiassen, A., & Assaf, A. G. (2016). Advancing destination image: The destination content model. An-nals of Tourism Research, 61, 28-44. https://doi.org/10.1016/j.annals.2016.07.003

Ladeira, W. J., de Oliveira Santini, F., Araujo, C. F., & da Rosa Finkler, E. N. (2014). Determinantes da relação confiança e lealdade no setor hoteleiro: Uma análise das dimensões atendimento e valor percebido. Turismo: Visão e Ação, 16(2), 386-415. https://doi.org/10.14210/rtva.v16n2.p386-415

Malhotra, N. K. (2019). Pesquisa de Marketing: Uma Orientação Aplicada. Bookman.

Molinillo, S., Japutra, A., & Ekinci, Y. (2022). Building brand credibility: The role of involvement, identification, reputation and attachment. Journal of Retailing and Consumer Services, 64. https://doi.org/10.1016/j.jretconser.2021.102819

Montaguti, A. C., & Lelis, C. (2017). How to Make a Lovebrand: A Tentative Recipe. In: IV International Congress in Brand(ing) (1-18). Instituto Politécnico de Leiria. https://www.researchgate.net/profile/Catarina-Lelis/publication/320264458_How_to_Make_a_Lovebrand_A_Tentative_Re ipe/links/5a63b796a6fdccb61c54c832/How-to-Make-a-Lovebrand-A-Tentative-Recipe.pdf

Oneto, A. A. D., Ferreira, J. B., Giovannini, C. J., & da Silva, J. F. (2015). Confiança e Satisfação na Compra de turismo online. Revista Brasileira de Pesquisa em Turismo, 9(2), 221-239. https://doi.org/10.7784/rbtur.v9i2.738

Pawle, J., & Cooper, P. (2006). Measuring emotion—Lovemarks, the future beyond brands. Journal of Advertising Research, 46(1), 38-48. https://doi.org/10.2501/S0021849906060053

Pederneiras, M. M. M., Silva, R. D. V., Menezes, P. D. L. D., & Soares, J. M. (2022). Indicadores de desempenho utilizados pelas empresas hoteleiras da cidade de Braga/PT à luz do balanced scorecard. Revista Brasi-leira de Pesquisa em Turismo, 16. https://doi.org/10.7784/rbtur.v16.2331

Peixoto, A. D. L. A. (2012). Em Busca das Melhores Práticas: explorando a relação entre o uso efetivo de práti-cas de gestão e desempenho organizacional no setor hoteleiro do Reino Unido. Revista Turismo em Análise, 23(1), 3-27. https://doi.org/10.11606/issn.1984-4867.v23i1p3-27

Pereira, L. A., Limberger, P. F., & Flores, L. C. S. (2018). Identificação dos Aspectos Conceituais e elementos que constituem o Branding e Destination Branding. Revista Turismo em Análise, 29(1), 56-73. https://doi.org/10.11606/issn.1984-4867.v29i1p56-73

Prefeitura Municipal do Natal. (2021). Nova pesquisa aponta Natal como um dos destinos mais buscados no País. Prefeitura do Natal. https://www.natal.rn.gov.br/news/post/34947

Roberts, K. (2005). Lovemarks: The Future beyond Brands. PowerHouse Books.

Sainaghi, R., Phillips, P., & Zavarrone, E. (2017). Performance measurement in tourism firms: A content analyti-cal meta-approach. Tourism Management, 59, 36-56. https://doi.org/10.1016/j.tourman.2016.07.002

Seyyedamiri, N., Pour, A. H., Zaeri, E., & Nazarian, A. (2021). Understanding destination brand love using ma-chine learning and content analysis method. Current Issues in Tourism, 25(9), 1451-1466. https://doi.org/10.1080/13683500.2021.1924634

Silva, F. F., Dias, M. C. C., Ferreira, L. V. F., & Júnior, S. M. (2017). Lovemarks: Un análisis de la marca de restau-rantes a partir del modelo de Kevin Roberts. Estudios y Perspectivas en Turismo, 26(4), 905-924. http://www.scielo.org.ar/pdf/eypt/v26n4/v26n4a08.pdf

Song, H., Bae, S. Y., & Han, H. (2019). Emotional comprehension of a name-brand coffee shop: focus on lovemarks theory. International Journal of Contemporary Hospitality Management, 31(3), 1046-1065. https://doi.org/10.1108/IJCHM-07-2017-0436

Srinivasan, S., Rutz, O. J., & Pauwels, K. (2016). Paths to and off purchase: quantifying the impact of traditional marketing and online consumer activity. Journal of the Academy of Marketing Science, 44(4), 440-453. https://doi.org/10.1007/s11747-015-0431-z

TripAdvisor. (2021). Travellers’ Choice: Os melhores dos melhores – Destinos. TripAdvisor. https://www.tripadvisor.com.br/TravelersChoice-TrendingDestinations

VoeNews. (2022). Decolar divulga ranking dos destinos nacionais e internacionais mais procurados para via-gens no primeiro semestre de 2022. VoeNews. https://voenews.com.br/2022/02/15/decolar-divulga-ranking-dos-destinos-nacionais-e-internacionais-mais-procurados-para-viagens-no-primeiro-semestre-de-2022/

Williams, A. M., & Baláž, V. (2021). Tourism and trust: theoretical reflections. Journal of Travel Research, 60(8), 1619-1634. https://doi.org/10.1177/0047287520961177

Zenker, S. & Braun, E. (2010). Branding a city: A conceptual approach for place branding and place brand man-agement. In: European Marketing Academy Conference. Copenhagen Business School. https://research.cbs.dk/en/publications/branding-a-city-a-conceptual-approach-for-place-branding-and-plac

Downloads

Published

2023-08-02

How to Cite

Barbosa, J. W. de Q., & Ferreira, L. V. F. (2023). Brand respect of tourist destination through the Lovemarks Theory. Revista Brasileira De Pesquisa Em Turismo, 17, 2783 . https://doi.org/10.7784/rbtur.v17.2783

Issue

Vol. 17 (2023)

Section

Articles - Tourism Management

License

Copyright (c) 2023 José William de Queiroz Barbosa, Lissa Valéria Fernandes Ferreira

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Authors who publish with this journal agree to the following terms:

a. Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under the Creative Commons Attribution 4.0 International Public License (CC BY 4.0) that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.

b. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.

c. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).