“How Brands Can Influence Consumers’ Attitudes Towards Visiting Brand-related destinations”

Abstract

Abstract The image of a tourist destination is a fundamental element in understanding the process of analysis and choice by tourists. Destination Marketing Organizations (DMOs) work in a coordinated way to promote the qualities of a destination. However, other stimuli may escape the direct control of these organizations. Among these stimuli, there is a gap in the literature that has not been studied so far: the possible effect of brands linked to a destination on consumers’ attitudes toward visiting that destination. This article analyzes this effect through the consumer satisfaction effect on customer-based destination brand equity (CBDBE). The results confirm this chain of effects. From a theoretical perspective, we contribute to reinforcing studies that analyze the effect of CBDBE on destination choice. From a mangerial point of view, we highlight the need to expand the reference of stimuli that can affect CBDBE for a greater impact and efficiency of the actions developed by DMOs.