Conceptual Model of Destination Branding: An Integrative Approach

  • Pedro Costa CarvalhoEmail author
  • Ana Kankura Salazar
  • Paulo Matos Graça Ramos
Conference paper
Part of the Developments in Marketing Science: Proceedings of the Academy of Marketing Science book series (DMSPAMS)


The purpose of this study is to contribute to a conceptual development of destination branding (DB) through the development of an integrative conceptual model. A self-administered survey of tourists from Porto and Norte (Portugal) was undertaken and resulted in a sample of 467 respondents. Multivariate statistics were analysed with structural equation modelling (SEM) using Statistical Package for the Social Sciences–Analysis of Moments Structures (SPSS–AMOS) software. We observed that brand associations influence significantly the brand image. We also discovered a positive relationship between perceived quality and brand image and a positive impact of perceived quality on satisfaction. Among other things, the model predicts that the effects of brand image and satisfaction explain tourist loyalty. We concluded that this integrative conceptual model, with more consistent measuring scales, is an original and relevant contribution since, in practical terms, the model and the data collection instrument (questionnaire) represent a new useful tool for the destination management organizations (DMO) to evaluate the DB of the tourist destination (TD).


Destination branding Brand identity Brand image Perceived quality Tourist satisfaction Tourist loyalty 


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Copyright information

© Academy of Marketing Science 2019

Authors and Affiliations

  • Pedro Costa Carvalho
    • 1
    Email author
  • Ana Kankura Salazar
    • 1
  • Paulo Matos Graça Ramos
    • 1
  1. 1.Fernando Pessoa UniversityPortoPortugal

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