Antecedents and outcomes of a City’s Global Image: the impact of a tourist staple
Keywords:Destination Image; brand personality; brand evangelism; satisfaction.
It is paramount to understand the impact of distinctive features in a city’s global image. This research was based on a questionnaire to tourists who visited Coimbra, Portugal (n=255), a city best known for its 727-year-old University. Results showed that the affective image and the personality of the University of Coimbra brand has a direct influence on the city’s global image as a tourist destination. Results also showed that the global destination image has a positive impact on satisfaction. Overall, there are impacts of memorable experience in affective image and of satisfaction in brand evangelism. A distinctive feature is forcedly an anchor for the city’s brand development; separate and unrelated brand strategies for a tourist staple and the city can be conflicting.
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Copyright (c) 2019 Creative Commons Attribution 4.0 International (CC BY 4.0)
This work is licensed under a Creative Commons Attribution 4.0 International License.