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Destination Brand Positioning Theme Development Based On Consumers’ Personal Values, Filareti Kotsi, Steven Pike
Destination Brand Positioning Theme Development Based On Consumers’ Personal Values, Filareti Kotsi, Steven Pike
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© The Author(s) 2020. This research note reports an investigation into the personal values that are salient to consumers when considering stopover destinations during long-haul travel. The findings, from personal interviews using the Repertory Test and laddering analysis, present destination marketers with potential brand positioning themes based on personal values. One of the greatest challenges facing destination marketers is developing a succinct brand positioning theme representative of a multiattributed entity that effectively differentiates from competing places offering similar attributes and benefits. It is argued that the development of a brand identity based on personal values, which subsume a myriad of …
Been There, Done That: Quasi-Experimental Evidence About How, Why, And For Who, A Previous Visit Might Increase Stopover Destination Loyalty, Steven Pike, Filareti Kotsi, Frank Mathmann, Di Wang
Been There, Done That: Quasi-Experimental Evidence About How, Why, And For Who, A Previous Visit Might Increase Stopover Destination Loyalty, Steven Pike, Filareti Kotsi, Frank Mathmann, Di Wang
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© 2020, © 2020 Informa UK Limited, trading as Taylor & Francis Group. Despite stopovers being a part of long-haul air travel since commercial flights commenced over 80 years ago, the first published research on the phenomenon did not appear until 2016. Also, even though destination image has been the most researched construct in the destination marketing literature, no studies had measured perceptions of a destination in the context of a stopover until 2018. This study makes a contribution to this emerging research field by reporting how a quasi-experimental design found previous visitation enhances destination image and destination loyalty in …