Touristic destination image in light of the service dominant logic of marketing

Authors

  • Edar da Silva Añaña Universidade Federal de Pelotas (Brazil)
  • Francisco Antonio dos Anjos Universidade do Vale do Itajaí (Brazil).
  • Melise de Lima Pereira Universidade do Vale do Itajaí (Brazil) and Universidade Federal do Rio Grande (Brazil).

Keywords:

Tourism. Tourist Destination Image. Image Measurement. Means-End Theory. Brazil.

Abstract

This paper analyzes the composition and internal arrangement of touristic seaside destinations in Brazil, in light of three not-yet tested theories: the Means-End Chain (Gutman, 1982) , the Service Dominant Logic of Marketing (Vargo & Lusch, 2004), and the organizational triad for local development proposed by Vázquez-Barquero (1999). An internet-based survey was distributed and completed by 178 people. The answers concentrated in four (among eight possible) destinations: Balneário Camboriú (31.4%), Rio de Janeiro (28%), Torres (20%) and Natal (8%). The data were first submitted to Confirmatory Factor Analysis to identify and to validate the set of components representing the Tourism Destination Image – TDI. The TDI constituting factors, and variables representing the Personal Values (as ancestors) and the Consumer Behavior (as descendants), were submitted to a Structural Equation Model to evaluate the TDI internal arrangement and inter-construct relationships. Results indicate that values related to self-respect, security and excitement influence the assessment of some TDI components, and that the last four constructs influence the likelihood of individuals to visit or to recommend the destinations.

Author Biographies

  • Edar da Silva Añaña, Universidade Federal de Pelotas (Brazil)
    Ph.D. in Marketing and Management from the Universidade Federal do Rio Grande do Sul, Brazil. Professor in Marketing and Management at the Universidade Federal de Pelotas, Brazil.
  • Francisco Antonio dos Anjos, Universidade do Vale do Itajaí (Brazil).
    Universidade do Vale do Itajaí – UNIVALI. Post-Graduate Program in Tourism and Hospitality. Research Group on Destination Planning and Management.Balneário Camboriú, Brazil.anjos@univali.br
  • Melise de Lima Pereira, Universidade do Vale do Itajaí (Brazil) and Universidade Federal do Rio Grande (Brazil).

    Ph.D. Candidate in Tourism and Hospitality at the Universidade do Vale do Itajaí (Brazil), with an internship at MODUL University, Vienna, Austria, and Professor of Tourism at the Universidade Federal do Rio Grande, Santa Vitória do Palmar, Brazil. 

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Published

31.07.2018

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Section

Tourism/Hospitality: Research Papers

How to Cite

Touristic destination image in light of the service dominant logic of marketing. (2018). Tourism & Management Studies, 14(3), 7-18. https://www.tmstudies.net/index.php/ectms/article/view/1047

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