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A model of tourism destination brand equity: The case of wine tourism destinations in Spain

A model of tourism destination brand equity: The case of wine tourism destinations in Spain
A model of tourism destination brand equity: The case of wine tourism destinations in Spain
The extant tourism literature contains few studies that have examined brand equity and its determining factors in the wine tourism research area. This paper aims to address this gap in the existing literature by proposing a model for the influence of the designation of origin (DO) brand image and the destination image on the brand equity of wine tourism destinations and examining these effects on two stakeholder groups, winery managers and winery visitors. Using a survey questionnaire that was completed by 219 managers and 598 visitors and a partial least squares-based multi-group analysis, the results demonstrate that the effects of the two influential factors varied between the stakeholder groups. The research also confirmed that overall, managers evaluate wine tourism destination brand equity, DO brand image and destination image more positively than visitors do.
0261-5177
210-222
Gomez, Mar
415429b4-f905-4054-9ce9-30e45d8d8c2d
Lopez, Carmen
f11f88d5-36c4-4beb-a4c5-ceb16a6df19c
Molina, Arturo
ee5c0f01-1241-467f-bf66-099cff1bc268
Gomez, Mar
415429b4-f905-4054-9ce9-30e45d8d8c2d
Lopez, Carmen
f11f88d5-36c4-4beb-a4c5-ceb16a6df19c
Molina, Arturo
ee5c0f01-1241-467f-bf66-099cff1bc268

Gomez, Mar, Lopez, Carmen and Molina, Arturo (2015) A model of tourism destination brand equity: The case of wine tourism destinations in Spain. Tourism Management, 51, 210-222. (doi:10.1016/j.tourman.2015.05.019).

Record type: Article

Abstract

The extant tourism literature contains few studies that have examined brand equity and its determining factors in the wine tourism research area. This paper aims to address this gap in the existing literature by proposing a model for the influence of the designation of origin (DO) brand image and the destination image on the brand equity of wine tourism destinations and examining these effects on two stakeholder groups, winery managers and winery visitors. Using a survey questionnaire that was completed by 219 managers and 598 visitors and a partial least squares-based multi-group analysis, the results demonstrate that the effects of the two influential factors varied between the stakeholder groups. The research also confirmed that overall, managers evaluate wine tourism destination brand equity, DO brand image and destination image more positively than visitors do.

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More information

Accepted/In Press date: 12 May 2015
e-pub ahead of print date: 7 June 2015
Published date: December 2015

Identifiers

Local EPrints ID: 434147
URI: http://eprints.soton.ac.uk/id/eprint/434147
ISSN: 0261-5177
PURE UUID: b1027da0-87da-4a7a-b924-3147ab8d5dd9
ORCID for Carmen Lopez: ORCID iD orcid.org/0000-0002-5510-1920

Catalogue record

Date deposited: 13 Sep 2019 16:30
Last modified: 10 Nov 2021 03:59

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Contributors

Author: Mar Gomez
Author: Carmen Lopez ORCID iD
Author: Arturo Molina

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