An application of brand personality dimensions to container ports: A place branding perspective

In the light of developments in port competition and the need for differentiation in port services, branding has become a vital issue for seaport organizations. As of the critical nodes in global supply chain systems, seaports need to attract and retain customers through their marketing activities. This can be achieved by building a strong brand, communicating the brand's message properly, and enriching the message with brand personality components for successful positioning. This study analyzes how ports' brand personalities differ across geographical regions and how the brand personality of each port reveals the branding strategies of seaports. The study's multistage methodology consists of a longitudinal content analysis of Twitter messages of certain selected container ports and multiple correspondence analyse to determine the relationships between ports and different regions. The Twitter messages of the selected ports have been content analyzed and brand personality has been measured through Aaker's (1997) brand personality model and Opuku's (2005) dictionary of synonyms. The findings show that seaports develop clear and distinctive brand personalities alongside brand images,they also reveal a high level of isomorphism on the specific brand personality dimension.     

TripAdvisor and hotel consumer brand loyalty

Electronic Word-of-Mouth and Consumer Generated Media (CGM) have become important aspects of the hospitality and tourism marketing mix. This research looked at hotel reviews on the CGM review-site TripAdvisor to determine the influence loyalty to a hotel brand has upon postings. From the literature, one would expect brand loyalty to have a positive impact upon a poster's reviews. The findings, however, do not support this relationship. Brand loyalists were found to be neither more or less generous, nor volatile, than were other posters. Implications of these findings are discussed.     

Store brand introduction in a two-echelon logistics system with a risk-averse retailer

We study a risk-averse retailer’s optimal decision of introducing her store brand product by using the mean–variance formulation. The effects of the substitution factor, the capital constraint, and the development cost are examined. Taking the product quantities as the decision variables, the risk deducted surplus of the store brand product and the substitution factor play a vital role in the retailer’s optimal policies. Both the capital constraint and the development cost reduce the mean–variance efficient solution set of the retailer and hence distort the risk management of the retailer. Some meaningful insights are generated.     

An integrative model of destination brand equity and tourist satisfaction

This paper develops an integrative model that includes the dimensions of destination brand equity (i.e. awareness, image, quality and loyalty), as well as a key behavioural variable that is tourist satisfaction. In particular, our paper aims to contribute to the literature: (1) by examining the relationships between the dimensions of destination brand equity, which is not a deeply investigated issue so far; and (2) by adding tourist satisfaction, a key concept in loyalty formation, to the variables usually considered in destination brand equity models. The model was tested in two samples, national and international tourists visiting a destination in Spain, in order to also explore the role of the geographical and cultural distance between tourist and destination. Our results from a multi-group analysis indicate: (1) a robust link between “quality-satisfaction-loyalty” in both samples of tourists; (2) a chain of effects among awareness, image (separately considering the cognitive and affective dimensions) and perceived quality, although with the presence of some significant difference between both samples of tourists; and (3) a positive influence of cognitive image on affective image in both cases.     

Influence of the ‘slow city’ brand association on the behavioural intention of potential tourists

This study sees the ‘slow city’ idea as a brand, and used an empirical method to examine the influence of its brand association types on the behavioural intentions of potential tourists. The measurement of brand association types was limited to the following 13 variables: slow food, traditional culture, authentic local food, happiness, healthy, organic, peaceful, quality of life, beautiful scenery, comfortable, affectionate, compassion and well-being, elicited from a pre-test. The findings from 485 potential tourists in the 2 largest cities in South Korea show that eliciting positive feelings and brand associations are strong marketing strategies that increase the chance of tourist visits, and therefore could influence the choice of a destination and the chance for revisits in the future. The results of this study contribute to a better understanding of the marketing influence of the slow city brand on the behavioural intentions of potential tourists.     

Top down or bottom up? Issues in the development of sub-national tourism satellite accounts

It is well known that tourism makes extensive use of national identities to help build brand images, and that such use can result in significant negative impacts to peoples and their cultures. Until recent times, the dominant themes for much of Australia’s international tourism advertising campaigns have been based upon male character types, Indigenous culture and landscape. The 2006 ‘Australian Invitation’ campaign which featured a young female model and use of the term ‘bloody hell’ created a media controversy. The research reported in this paper found that the majority of respondents liked and approved of the campaign, but a cluster analysis distinguished a group of approximately one third of the respondents who held negative attitudes towards it.     

Exploring relationships between customer-based brand equity and its drivers and consequences in the hotel context. An impact-asymmetry assessment

The development of customer-based brand equity plays a critical role in tourism. This paper attempts to study which variables contribute to brand equity creation and to examine whether brand loyalty can be considered as a consequence of brand equity in the hotel context. In addition, it seeks to provide more detailed insights into possible asymmetric effects among customer-based brand equity and its drivers and consequences. Four constructs are found to influence significantly brand equity: two perceptual (image and perceived quality) and two relational variables (trust and affective commitment). Additionally, both behavioural and attitudinal components of loyalty are confirmed as brand equity outcomes. The impact-asymmetry analysis reveals that perceived quality does not play a significant role in explaining brand equity, while awareness and trust emerge to have a significant negatively asymmetric impact. The paper is novel as the proposed model includes two new variables that are deemed critical to hospitality research, that is, trust and affective commitment. The relationship structure of the model is new to the literature as loyalty is conceptualized as a consequence of brand equity, thus confirming theoretical assumptions with limited empirical evidence. Finally, it is the first study that examines asymmetric impacts of customer-based brand equity drivers.     

An investigation of service quality,customer satisfaction and loyalty in China's airline market

Customer loyalty is a source of competitive advantage and an important intangible asset to any organisations, but empirical evidence from China's airline market regarding the determinants of passenger satisfaction and loyalty is lacking. This paper investigates the service quality of four major airlines in China's domestic market and explores the links between their service quality and customer satisfaction, as well as the conditions under which airlines can retain existing passengers. In line with previous studies, service quality variables are significant factors influencing customer satisfaction levels. However, satisfactory service was not found to result in higher customer loyalty among business travellers. In comparison to Hainan Airlines, passengers who travelled with Air China, China Southern and China Eastern were more likely to switch to an alternate carrier, indicating lower levels of brand loyalty. In addition, the frequent flyer programs (FFPs) have been largely a failure for the four major airlines in terms of increasing customer loyalty, as revealed in this study. It is necessary to draw distinctions between business and leisure travellers when studying the determinants of customer satisfaction and customer loyalty. Ticket pricing had a positive and significant effect on passengers' overall satisfaction and in turn strengthened customer loyalty among leisure travellers, but achieved no impact on the satisfaction and loyalty of business passengers. Some demographic variables such as gender, income and education are statistically significant for one group of passengers but not for another in the probit models estimated. It is suggested that different marketing strategies may be used to target different market segments to improve customer loyalty.     

Educating winery visitors and consumers: an international perspective

In times of economic uncertainty, fluctuating currency exchange, increasing wine production and competition from new or established wine-producing regions, wineries must overcome many obstacles to produce, market and ultimately benefit from wine production. Educating winery visitors and other potential consumers is one among different key strategies wineries' management could undertake to build relationships, brand loyalty, and maximise any opportunities to obtaining benefits, including from wine tourism. In gathering data from wineries located predominantly in Italy and Spain, the study provides an international perspective on wineries' educational initiatives. Guided tours, product tastings and showcasing production processes are the most common approaches to educating their visitors and wine consumers. In spite of these initiatives, winery entrepreneurs categorise their educational efforts as modest, suggesting that these are not being fully exploited or maximised. In addition, few of the comments emphasise the importance of educational experiences with regard to the region or local tourism. Given the important role wineries have as product and service providers in many rural areas and tourist destinations, the study's findings have several important implications for winery entrepreneurship and for wine tourism.     

Evaluating the solution performance of IP and CP for berth allocation with time-varying water depth

This paper considers the berth allocation problem (BAP) with time-varying water depth at a tidal river port. Both integer programming (IP) and constraint programming (CP) models are developed. Numerical experiments find that CP tends to be superior to IP when the feasible domain is small (e.g. dynamic vessel arrivals), when the restriction of the objective towards decision variables is loose (e.g. makespan, departure delay), or when the size of IP models is too large due to fine time resolution. Meanwhile, CP’s incapability of proving optimality can be compensated by post-optimization with IP, by using a simple CP/IP hybrid procedure.     

The influence of entrepreneurial talent and website type on business performance by rural tourism establishments in Spain

Entrepreneurs provide the engine of development, especially in economically unstable times. In Spain, rural tourism is undergoing a boom, and the Internet plays a vital role for tourism. This study therefore considers: (i) the importance of entrepreneurial talent for implementing a website; (ii) the relations among entrepreneurial talent, website characteristics and business performance; and (iii) the moderating effect of entrepreneurial experience. Using a sample of 150 rural tourism establishments in Spain, this study reveals how website content affects performance and how experience moderates the relationships between entrepreneurial talent and performance, and between entrepreneurial talent and website design. Copyright © 2010 John Wiley & Sons, Ltd.     

Luxury-cruise travellers’ brand community perception and its consequences

This study examines the roles of brand community and brand differentiation in the context of the luxury-cruise market. Employing a brand community integration scale, an online survey was conducted with 300 luxury-cruise customers in the USA. The results of structural equation modelling provided six findings as follows: (1) three of the four dimensions of brand community, namely the relationship with the cruise brand, the cruise product, and other cruisers, had positive effects on brand distinctiveness; (2) brand distinctiveness had positive effects on emotional brand attraction; (3) emotional brand attraction had positive effects on active engagement and repurchase intentions; (4) the corporate social responsibility image moderated the link between the relationship with other cruisers and brand distinctiveness; (5) customers’ desire for unique products moderated the relationship between brand distinctiveness and emotional brand attraction; and (6) service-use self-efficacy moderated the relationship between emotional brand attraction and active engagement. The results provide a deeper theoretical and practical understanding of the luxury-cruise market.     

Rural tourism in Spain

The paper describes the rapid recent growth in rural tourism facilities in Spain and attempts to account for the regional variations that exist. The range of activities involved in rural tourism is described and a significant trend towards the development of ‘active’ leisure pursuits in rural areas is identified. This clearly implies a major change in the use of the countryside, albeit in specific locations, but therefore calls into question the assertion of some scholars that rural restructuring is not a feature of contemporary Spain. In assessing the wider impact of rural tourism policies as part of overall rural development, however, it is clear that the main beneficiaries are not necessarily local residents. Copyright © 2004 John Wiley & Sons, Ltd.     

Tourist stereotypes and servers’ attitudes: a combined theoretical approach

Local attitudes towards tourism comprise one of the most researched topics in tourism. However, researchers still need to examine attitudes of specific local groups, acknowledge tourist stereotypes as an influential factor and test different theoretical approaches, to develop a broader understanding and explanation of attitudes. Based on an emic perspective, this study analysed servers’ stereotypes of a specific group of tourists – locally known as chilangos – and associated attitudes in a Mexican resort. By adopting a combined theoretical approach drawn from social exchange theory and integrated threat theory, this study’s results reveal that individuals who depend economically on tourism do not always have positive attitudes and that negative stereotypes on their own are not the strongest predictors of attitudes. By combining both theories’ postulations, the findings show that perceived economic benefits and personal positive contact together account for positive attitudes but that these factors are significantly counterbalanced by negative tourist stereotypes. The practical and theoretical implications of these findings are discussed.     

Customer‐based Brand Equity for a Destination: the Effect of Destination Image on Preference for Products Associated with a Destination Brand

This study investigated how destination image of customer‐based brand equity for a tourist destination can be transferred to products associated with a destination brand. The effect of destination image on preference for products associated with a destination brand (PPADB) and the relationship between tourists’ destination preference and PPADB were investigated. Two hundred and ninety six individuals replied to a self‐administered questionnaire distributed to 318 students at a major US university. The results revealed that both cognitive and affective image of a destination are positively related to PPADB; preference for a destination is also positively related to PPADB. Suggestions are provided for a successful destination brand extension strategy. Copyright © 2012 John Wiley & Sons, Ltd.     

The potential of management networks in the innovation and competitiveness of rural tourism: a case study on the Valle del Jerte (Spain)

Since the 1980s, rural tourism has witnessed a significant and generalised growth among the European Union members. However, from the perspective of business management, rural tourism suffers from several obstacles that complicates its competitiveness as a tourism product. By focusing on the Valle del Jerte (Extremadura, Spain) case study, this study analyses a rural tourism business network, from the social network analysis perspective, to critically discuss its potential as a structure that enhances competitiveness and innovation. The results demonstrate that these networking structures contribute towards the creation of a cohesive destination, whereby the sharing of resources enables innovative local responses to the global market challenges.     

Spain: highs and lows of 20 years of HSR operation

This paper has been written in response to the Viewpoint contribution by the author Button (2012) entitled: “Is there any economic justification for high-speed railways in the United States?”. In this article, the Spanish HSR high-speed rail network is used as an argument against certain HSR investments. Several of the data presented by the author are misleading and some of the information given in connection with Spain is incomplete. As the Journal of Transport Geography is widely read by policymakers and the scientific community, Button’s misrepresentation could cause serious damage. We therefore set out to clarify the data used by Kenneth Button and to explore some points in greater detail, although in no case eschewing criticism of Spain. Although excessive Spanish investment in public infrastructure over the last twenty years has probably had a negative impact on the real estate bubble, investments in HSR infrastructure in Spain have specifically been accompanied by two particular facts that need to be distinguished from other countries’ experience. These facts cannot be overlooked and will be discussed in this paper. They relate firstly to the total amount of European funds used in HSR construction and secondly to the technological and scientific innovations developed in Spain linked to the HSR market.     

Market strategy development and innovation to strengthen consumer-based equity: The case of Brazilian airlines

A brand valued by passengers would be able to convey quality and credibility, adds value to air transport the service, and increases passengers' willingness to pay a premium for tickets. However, studies on consumer-based brand equity in the air transport sector have been scarce, especially in developing countries such as Brazil. This study examines the relationship between marketing strategies adopted by Brazilian airlines in the domestic market and the strengthening of consumer-based brand equity (particularly brand associations with brand awareness, perceived quality, and brand loyalty). A literature review and a survey of 33 managers from Brazil's top airlines were conducted to develop the study's conceptual model. To empirically test the model, another survey was conducted on 480 passengers at six airports in the central western, southern, and southeastern regions of Brazil and the data analyzed via structural equation modeling. The results show that joint investments are necessary for innovation in service, price promotion, and event sponsorship in order to strengthen the key consumer-based brand dimensions. This study provides a basis for the development of future studies on passenger-based brand equity and helps airlines target their marketing strategies with maximum effectiveness.     

Consumers' attitude of endorser credibility,brand and intention with respect to celebrity endorsement of the airline sector

To achieve product differentiation, airlines spend millions of dollars annually in signing celebrities to endorse their brands’ endorsement contracts, as source effects that play an important role in persuasive communications. Based on source credibility theory and product differentiation theory, this study examines the causal relationship between endorser credibility, brand attitude, brand credibility and purchase intention of air transportation services provided by airlines that adopt a celebrity endorsement strategy. Meanwhile, endorser credibility was tested as a second-order construct of the proposed model. The results indicate that positive relationships exist between all the hypothesized constructs. Therefore, in addition to having a favorable celebrity to endorse a customer oriented advertisement, the credibility of the celebrity is as important in enhancing brand attitude, brand credibility and purchase intention.     

Tourism‐led Growth Revisited for Spain: Causality,Business Cycles and Structural Breaks

This paper is aimed to test the causality relationship between the cycles of tourism and economic development for the case of Spain using quarterly time‐series data on gross domestic product, the number of nights spent in Spanish tourist accommodations and real exchange rates from 1980 to 2013. A distinction between nights spent by foreign and national tourists is also made. Although no evidence of causality is found on preliminary results, structural breaks affecting the relationships between the variables are detected. Causality from economic growth towards tourist activity is found until 1985. Results also confirm bidirectional causality from 2000 onwards. Copyright © 2014 John Wiley & Sons, Ltd.