The Effect of Message Consistency and Destination-Positioning Brand Strategy Type on Consumer-Based Destination Brand Equity
Abstract
Today, communication is a key factor of destination competitiveness. The aim of the present study is to examine the effect of message consistency between different online communication tools on the formation of consumer-based destination brand equity (CBDBE), within two distinct brand positioning strategies (single-destination brand vs. multiple-destination brands). An experimental design is applied to manipulate message consistency (high vs. low) and the type of brand positioning strategy implemented by the destination (single vs. multiple brands). The results demonstrate that when the messages received by the tourist are highly consistent across different channels, branding strategy type exerts no differential effect on CBDBE. By contrast, when the messages present low consistency, a single destination branding strategy generates higher CBDBE than a multiple destination branding strategy. The study makes an original contribution to the literature, showing the interaction between destination branding strategy type and degree of consistency in the messages received by the tourist.
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Biographies
J. A. Castañeda-García, Senior Lecturer in the Department of Marketing and Market Research at the University of Granada. His research interests encompass e-commerce, mobile commerce, tourism and cross-cultural research. He has written several academic articles published in reputed journals in such areas, ie. Internet Research, Information & Management, Online Information Review, Tourism Management, Journal of Travel Research, among others.
D. M. Frías-Jamilena, Professor in the Department of Marketing and Market Research at the University of Granada. His research interests are in the areas of online consumer behavioral, tourism and cross-cultural research. She has published in Tourism Management, Journal of Sustainable Tourism, Journal Small Business Management, Entrepreneurship and Regional Development, Internet Research, Online Information Review, The Services Industries Journal, International Journal of Hospitality Management, Cornell Hospitality Quarterly, Journal of Travel Research, and other scholarly journals.
S. Del Barrio-García, Associate Professor of Marketing at University of Granada (Spain). His areas of specialization are the Integrated Marketing Communication (IMC), Tourism Marketing, Marketing Online, and Cross-Cultural Marketing. He has published several books as author and co-author on these matters. He has also published various peer-reviewed papers in prestigious journals such as International Journal of Advertising, Journal of Advertising Research, Cornell Hospitality Quarterly, Journal of Destination Marketing & Management, European Journal of Marketing, Cross Cultural Management, Computers in Human Behavior, among others.
M. A. Rodríguez-Molina, Senior Lecturer in the Department of Marketing and Market Research at the University of Granada. His research interests encompass tourism, consumer behaviour, and mobile marketing. He has written several academic articles published in reputed journals in such areas, ie. Tourism Management, Journal of Travel Research, Internet Research, Journal of advertising Research, and Journal of Small Business Management, among others.
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