Branded premiums in tourism destination promotion
Branded premiums in tourism destination promotion
Purpose: The purpose of this paper is to test the influence of branded premiums or branded free gifts (e.g. a free of charge suitcase of a well-recognised brand) on tourism destination promotion. Specifically, the impact of brand name and price value of a branded premium on promoting a tourism destination was examined. Design/methodology/approach: This research uses two experiment-based studies, applying a between-group experimental design. Findings: The results revealed that appreciation leads to intention to visit the promoted destination when the branded promotion is offered. When a destination promotional offer contains a branded premium, consumers respond more favourably to the brand name of the premium than the price value of the premium. This finding applies to consumers’ responses to both the destination and the premium. Research limitations/implications: This research adds to the body of knowledge on tourism destination promotion and the branding literature, specifically with promotional and branded premiums. Practical implications: Mutual benefits can be obtained by both tourism destination marketers and premium marketers. Originality/value: This research highlights the importance of branded premiums in tourism destination promotional offers. This research also shows the influence of the price value of a premium’s brand name in a tourism destination promotional offer.
Branded premium, Premium promotion, Price value, Tourism destination promotion, Word-of-mouth
1001-1012
Wang, Shasha
95bb3956-31eb-43e2-9eba-5509d9ecf429
Japutra, Arnold
004a3f8c-4d07-4cc7-8660-c5b3a5983760
Molinillo, Sebastián
e885b292-1126-4742-b838-bf7d0e045453
18 November 2021
Wang, Shasha
95bb3956-31eb-43e2-9eba-5509d9ecf429
Japutra, Arnold
004a3f8c-4d07-4cc7-8660-c5b3a5983760
Molinillo, Sebastián
e885b292-1126-4742-b838-bf7d0e045453
Wang, Shasha, Japutra, Arnold and Molinillo, Sebastián
(2021)
Branded premiums in tourism destination promotion.
Tourism Review, 76 (5), .
(doi:10.1108/TR-06-2019-0256).
Abstract
Purpose: The purpose of this paper is to test the influence of branded premiums or branded free gifts (e.g. a free of charge suitcase of a well-recognised brand) on tourism destination promotion. Specifically, the impact of brand name and price value of a branded premium on promoting a tourism destination was examined. Design/methodology/approach: This research uses two experiment-based studies, applying a between-group experimental design. Findings: The results revealed that appreciation leads to intention to visit the promoted destination when the branded promotion is offered. When a destination promotional offer contains a branded premium, consumers respond more favourably to the brand name of the premium than the price value of the premium. This finding applies to consumers’ responses to both the destination and the premium. Research limitations/implications: This research adds to the body of knowledge on tourism destination promotion and the branding literature, specifically with promotional and branded premiums. Practical implications: Mutual benefits can be obtained by both tourism destination marketers and premium marketers. Originality/value: This research highlights the importance of branded premiums in tourism destination promotional offers. This research also shows the influence of the price value of a premium’s brand name in a tourism destination promotional offer.
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More information
Accepted/In Press date: 5 November 2019
e-pub ahead of print date: 24 February 2020
Published date: 18 November 2021
Additional Information:
Publisher Copyright:
© 2020, Emerald Publishing Limited.
Keywords:
Branded premium, Premium promotion, Price value, Tourism destination promotion, Word-of-mouth
Identifiers
Local EPrints ID: 500209
URI: http://eprints.soton.ac.uk/id/eprint/500209
ISSN: 1660-5373
PURE UUID: a7592e5d-667b-40b1-b9e8-04d77cb3704f
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Date deposited: 22 Apr 2025 17:08
Last modified: 07 Oct 2025 02:16
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Contributors
Author:
Shasha Wang
Author:
Arnold Japutra
Author:
Sebastián Molinillo
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