کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
1007070 1482251 2014 17 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
Destination image: Do top-of-mind associations say it all?
ترجمه فارسی عنوان
تصویر مقصد: آیا انجمن های برتر از ذهن همه را می گویند؟
کلمات کلیدی
انجمن های برند، آگاهی برند، تصویر مقصد تنوع تصویر، فراخوان خودبهخودی، بالا ذهن
موضوعات مرتبط
علوم انسانی و اجتماعی مدیریت، کسب و کار و حسابداری گردشگری، اوقات فراغت و مدیریت هتلداری
چکیده انگلیسی


• Empirically investigates how unique top-of-mind (TOM) brand associations are.
• Examines how destination brand information is stored in the tourists’ memories.
• Quantitatively compares the differences between TOM and other spontaneous recalls.
• Provides insights to survey designers.
• Ultimately contributes to more effective data management by DMOs.

Researchers generally assume that top-of-mind (TOM) brand associations represent a unique body of brand knowledge. However, this assumption has not been sufficiently tested and substantiated. This study investigates how unique TOM brand associations actually are and examines the differences between TOM and other spontaneous recalls by adopting quantitative measures from other disciplines, primarily biology. The empirical data are obtained via a large survey of past and potential Chinese outbound tourists regarding how they view the U.S. as a destination. The results indicate that TOM brand association information may effectively capture a large portion of overall brand knowledge. The theoretical and practical implications of these findings are discussed.

ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Annals of Tourism Research - Volume 45, March 2014, Pages 46–62
نویسندگان
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