Brand, Identity and Reputation: Exploring, Creating New Realities ...

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elationships between the overall image of tourists (independent variable) and the willingness to advice a friend to visit Milan for a holiday (Y1) or to come back in the future for leisure purposes (Y2). Figure 1 Findings The result of the first part of the empirical analysis is the identification of 5 clusters, which show a different perceived image of Milan – from ―delighted tourists‖ to disappointed tourists‖ –, measured in terms of overall satisfaction. In the second part of our research first of all we checked for image differences according to some socio-demographic segmentation criteria: age, nationality and purpose of the trip. ANOVA tests provide significant results. In particular, elder tourists are those less satisfied, while in terms of nationality, Milan is appreciated more by foreigners than Italians. Finally, the outcomes show that among business tourists there are both disappointed and satisfied tourists, while the delighted are mainly leisure. Table 1 Then, we tested the hypotheses, detailed into 8 sub-hypotheses. All the assumptions have been verified because ANOVA tests show a statistical significance according to each of them. About Hp1, outcomes indicate that the image improves according to reductions of the tourists‘ scope, both in terms of geographical scope (only the city without surrounding areas) and organizational scope (when it is delegated to effective travel agencies instead of self made organization). Table 2 The second interesting group of results links the perceived image to tourists‘ knowledge depth. Results confirm that the deeper the knowledge of the city, the higher the image. In fact, both repeaters and tourists spending three or more nights in the destination have better image than first comers and short-stay visitors. Table 3 The last set of results focuses on the relationship between the tourism experience and the perceived image of the destination. This analysis involves only tourists with a deep knowledge of the city (repeaters). ANOVA test shows that disappointed tourists find the city worse than in their last visit, while satisfied respondents find it essentially unchanged. Table 4 The analysis of the components of the overall satisfaction per each cluster offers interesting results. Culture and entertainment is the category most appreciated by tourists, even by not satisfied tourists, who assess an average rank which is even higher than delighted visitors. For urban features, transports and accommodation the average scores are coherent with the overall satisfaction of respondents. The analysis of the perceived image by tourists clusters detailed according to these four tangible components suggests defined area of improvements under the responsibility of the DMO (urban features) or private actors (transports and accommodations). Figure 2 Finally, we verified the causal relationships between the image and two variables which measure the overall appreciation of the tourism experience: the willingness of tourists to come back to Milan in the future for leisure and the willingness to advice a friend to visit Milan for a holiday. The OLS logistic regressions show in both the cases significant and positive relations between the independent variable (image) and the two dependents. These results suggest the importance for policy makers and tourism firms‘ managers to monitor and work on the destination image to attract leisure tourism flows in the future, balancing the tourism mix of a business destination. Originality of the Paper and Implications The original implications of this paper are both theoretical and managerial. The first innovative element is methodological. Authors decided to use only tangible elements (culture & entertainment, urban features, transports and accommodation) for the identification of clusters of tourists characterized by different levels of overall satisfaction. The advantage deriving from the cluster methodology is the detection of priority areas for actions aiming at increasing the perceived image of the destination. The choice of considering only tangible variables, related to services and attractions managed by specific destination stakeholders, allows both destination managers and private actors to determine effective policies and actions. A further original element is the link between the perceived image and innovative segmentation variables. These new criteria on the one hand enrich the academic debate on destination image; on the other hand they provide policy makers with new analytical perspective to improve the destination‘s image. 126
Finally, the paper confirms the causal link between the perceived image and both the intention to revisit for leisure or to recommend it. This link, already established by recent studies (Assaker, Esposito, & O‘Connor, 2010; Zabkar, Brencic, & Dmitrovic, 2010; Qu, Kim & Im, 2010), is crucial for urban business destinations aiming at balancing the market mix between business and leisure tourism. References 1. Assaker G., Esposito V., & O‘Connor P. (2010). Examining the Effect of Novelty Seeking, Satisfaction and Destination Image on Tourists‘ Return Pattern: A two Factor, non Linear Growth Model. Tourism Management, 4, 1-12. 2. Ball, G., & Hall, D., (1965), ISODATA; a novel method of data analysis and pattern classification. Stanford Research Institute, California. 3. Beerli A., & Martin J. (2004a). Tourists‘ characteristics and the perceived image of tourist destinations: a quantitative analysis—a case study of Lanzarote, Spain. Tourism Management, 25, 623-636. 4. Beerli A., & Martin J. (2004b). Factors influencing destination image. Annals of Tourism Research, 38, 144-152. 5. d‘Angella, F., & De Carlo, M. (2009). Assessing the international image of an urban destination: the case of Milan, in Fyall, A., Kozac, M., Andreu, L, Gnoth, J., Lebe, S.S., (eds), Marketing innovations for Sustainable Destinations: Operations, Interactions, Experiences. Oxford: Goodfellow Publishers Ltd. 6. Dwyer, L., & Chulton, K. (2003). Destination Competitiveness: Determinants and Indicators. Current Issues in Tourism, 6(5), 63-75. 7. Embacher J., & Buttle F. (1989). A Repertory Grid Analysis of Austria‘s Image as a Summer Vacation Destination. Journal of Travel Research, 28(3), 3–23. 8. Echtner C., & Brent Ritchie J.R. (1991). The Meaning and Measurement of Destination Image. Journal of Tourism Studies, 2(2), 2-12. 9. Gallarza, M.G., Saura, I.G., & Garcìa, H.C. (2002). Destination image: toward a conceptual framework. Annals of Tourism Research, 29, 56-78. 10. Gartner, W.C. (1993), Image Formation Process. Journal of Travel and Tourism Marketing, 2(2/3), 191-215. 11. Gartner W.C. & Hunt J.D. (1987). An Analysis of State Image Change over a Twelve-Year Period (1971-1983). Journal of Travel Research, 25(2), 15-19. 12. Gordon, I., & Buck, N. (2005). Introduction: Cities in the New Conventional Wisdom, in N. Buck, I., Gordon, A., Harding, I., Turok, A. (eds). Changing Cities: Rethinking Urban Competitiveness, Cohesion and Governance. Basingstoke: Palgrave MacMillan, pp. 1-10. 13. Govers R. & Go F. (2009). Place Branding, Glocal, Virtual and Physical Identities, Constructed, Imagined and Experienced. New York: Palgrave Macmillan. 14. Hankinson, G., 2005, Destination brand images: a business tourism perspective. Journal of services Marketing, 19(1), 24-32. 15. Hunt J.D. (1975), Image as a Factor in Tourism Development, Journal of Travel Research, 13(3), 1-7. 16. Jenkins O. (1999). Understanding and Measuring Tourist Destination Images. International Journal of Tourism Research, 37(1), 1-15. 17. Kozak M. (2002). Comparative analysis of tourist motivations by nationality and destinations. Tourism Management, 23(1), 221–232. 18. Long P., Perdue R., & Allen L. (1990). Rural Resident Tourism Perceptions And Attitudes By Community Level Of Tourism. Journal of Travel Research, 28(3), 3-9. 19. Markusen A., & Shrock, G., (2006), The Artistic Dividend: Urban Artistic Specialization and Economic Development Implications.‖ Urban Studies, 43(10), 1661-1686. 20. Milligan G., & Cooper M., (1985), An examination of procedures for determining the number of clusters in a dataset, Psychometrika, 50(2), 159- 179. 21. Qu, H., Kim, L., & Im, H. (2010), A model of destination branding: Integrating the concepts of the branding and destination image. Tourism Management, 32, 465-476. 22. Tapachai, N., and Waryszak, R. (2000). An Examination of the Role of Beneficial Image in Tourist Destination Selection. Journal of Travel Research, 39(1), 37-44. 23. Walmsley D. J., & Jenkins J. M. (1993). Appraisive images of tourist areas: application of personal constructs. Australian Geographer, 24(2), 1- 13. 24. Walmsley D. J., & Young M. (1998). Evaluative Images and Tourism: The use of Perceptual Constructs to Describe the Structure of Destination Images. Journal of Travel Research, Vol. 36(3), 65–69. 25. Zabkar V., Brencic M. & Dmitrovic T. (2010). Modelling Perceived Quality, Visitor Satisfaction and Behavioural Intentions at the Destination Level. Tourism Management, 31, 537-546. Figure 1 The framework of the analysis Socio-demogr. variables Scope Knowledge depth Perception shift Hp 1 Hp 2 Hp 3 Image determinants: Culture & entertainment Urban Travel Accommodation Perceived image Y1 = willingness to come back for leisure Y2 = willingness to advice a friend to come for a holiday 127
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Book of Proceedings Brand, Identity
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Session 1.1 Emotional Branding in T
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p.31) consumers tend to those sourc
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Tables and figures Brand perception
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Malaysia‘s Global Halal Hub - ―
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Birds of a Feather Consume Sports T
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Session 1.2 How is Social Media, li
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2. Interviews made with the adminis
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Table-5 Facebook Members of Homeles
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content (UGC) or even direct intera
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Fierman, (1991) found that 47% of c
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Multiple Dimensions of Brand Identi
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Session 1.3 Corporate Identity, Cor
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CSR are the ideals and ethics of co
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Corporate Brand Identity Management
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To study the influence of B2B relat
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Antecedents And Consequences Of Bra
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22. Gurviez, P., and Korchia, M. (2
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Non-monetary factors, such as effor
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23. Holbrook, M.B. (2006). Consumpt
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Brand Extensions and Culture: The I
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avoidance tend to prefer more infor
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Virtual Internal Brand Communities:
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References 1. Algesheimer, R., Dhol
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associations based on their percept
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shift in the psychological contract
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10. Berthon, P., Ewing, M., & Hah,
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Session 2.1 Global Brand Relationsh
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G. Brand Personality Excitement Hon
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The Impact of Relationship Marketin
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‗United 2010-one for all, all for
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Brand Equity Trends in Top Global B
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Uncovering ‗Meanings‘ through A
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45. Melewar, T.C. and Saunders, J.
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Thus, from a design perspective, we
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Keywords Brands, marketing, meaning
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How Important is the Brand Name Ele
Page 75 and 76: References 1. Aaker, D. (1991). Man
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Page 79 and 80: Dead or Living: Which Celebrity To
Page 81 and 82: Reference 1. Bagozzi, R.P. & Yi, Y.
Page 83 and 84: has been adopted and within this an
Page 85 and 86: Organizational Factors Contributing
Page 87 and 88: examine and reconcile existing lite
Page 89 and 90: Effects of Corporate Social Respons
Page 91 and 92: 15. Morsing M, & Schultz M. (2006).
Page 93 and 94: 1989). But if the information avail
Page 95 and 96: An Inquiry into Corporate Heritage
Page 97 and 98: 3. Balmer, J. M. T., & Greyser, S.
Page 99 and 100: Research questions and methodology
Page 101 and 102: Building Corporate Reputation: A Di
Page 103 and 104: Session 3.1 Financial vs. Consumer-
Page 105 and 106: For indicating brand equity, one of
Page 107 and 108: Financial Brand Valuation: an exper
Page 109 and 110: Figure 1 Religiously Motivated Cons
Page 111 and 112: I Don‘t Like It! - Understanding
Page 113 and 114: Session 3.2 Advertising Agency Empl
Page 115 and 116: applications of the Repertory Test
Page 117 and 118: The Life Cycle of Mavens Lynne Free
Page 119 and 120: Exploring the relationship between
Page 121 and 122: internal branding process. Internal
Page 123 and 124: proper branding strategy. With the
Page 125: Profiling the Image of Urban Busine
Page 129 and 130: Table 3 Image differences according
Page 131 and 132: associated with the brand‖ (Aaker
Page 133 and 134: Figure 1 - Number of adjectives sel
Page 135 and 136: Figure 5 - Main attributes of a gol
Page 137 and 138: Empirical Studies For both studies,
Page 139 and 140: Figure 2: Perception of the City of
Page 141 and 142: Co-branding places? Andrea Lucarell
Page 143 and 144: 12. Lucarelli, A., & Berg, P. O. (2
Page 145 and 146: the place brands, as has been showe
Page 147 and 148: Session 3.4 Innovation and Entrepre
Page 149 and 150: The interviews were conducted in th
Page 151 and 152: Country-of-Origin Effects on Brand
Page 153 and 154: 7. Kaynak, E., Kucukemiroglu, O. &
Page 155 and 156: Results The demographic profile ind
Page 157 and 158: use games consoles (Childwise, 2001
Page 159 and 160: Plenary Session 2 Brand Performance
Page 161 and 162: Uncles, M.D. & Kwok, S. (2008). Gen
Page 163 and 164: Brand Management Framework Empirica
Page 165 and 166: Coneptualising Branding in Indian P
Page 167 and 168: characteristics could be zeroed upo
Page 169 and 170: Concentrating on the actual practic
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Page 173 and 174: Session 7.2 Brand Personification a
Page 175 and 176: Importance of Country Image to Mega
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Table 1: Evaluative Responses for t
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To be Similar or Unique? Implicatio
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Brown, T. J., Dacin, P. A., Pratt,
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A brand-driven strategy oriented to
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Rheingold, H. (1993). The Virtual C
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A Framework for Public Sector Brand
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Conclusion Public sector organisati
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A strategic investigation into the
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There are also some changes in term
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Brand Hypocrisy Sanne Frandsen, Cop
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Table 1: Empirical Findings Theory
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Brand Governance in Social Networki
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Determinants Brand Orientation Va
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When Individual Experience becomes
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Impact of Storytelling on Consumer
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The Role of Communication in Establ
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Culture‘s Influence on Consumer P
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+ Top-Down Dynamic between Luxury F
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Analysis and results We assessed th
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An Exploration of Own Brand Retaile
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11. ETI 2010. Ethical Trading Initi
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When investigating unique significa
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Session 8.2 Closing the Gaps - the
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accomplishing reality rather than d
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Reddy, 1998, p.40). As a result, br
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Figure 2: Doves Real Beauty Billboa
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Literature review, as a complete re
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Segmenting McDonalds: Measuring Bra
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A simple eyeballing of the segment
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Segment 2 Segment 3 Segment 4 235
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Session 8.3 Brand Attitudes and the
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when preceded with the related conc
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What keeps smokers from quitting? U
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Table 1: Description of the cigaret
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Exploring differences in product at
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Based on the results some general c
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Data was collected by independent j
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Sonic branding: A review of literat
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How is green seen? Exploring the im
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were in evidence. The inability to
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Generally speaking, people use exte
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How Retail Banks Use Atmosphere to
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Actually, we don‘t feel constrain
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Introduction Reputation and Financi
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Chun, R. & Davies G. (2009). Employ
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Identity, Reputation and Organizati
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Introduction Factors Affecting Bran
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A quiet important approach then bec
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27. Gentry, C.R., ―Building on Br
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Together these issues have resulted
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elations. If the contact persons tr
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How do you Really Know? Exploring B
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Originality/value The psychology li
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asked ―did you see any of these c
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expressivity (Ω experts = 0,96 p
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Next are brand associations, also r
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Table 1: Selection of variables, it
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Special Session Issues in Brand Gov
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A Competance based Brand: Meaning a
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Session 12.4 Special Session Topic:
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Brand Meaning Co-Creation of Newcom
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Leonor Vacas de Carvalho, Évora Un
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Ronaldo Schutz, University of the A
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