Graduate Student Dissertations, Theses, Capstones, and Portfolios
Date of Award
4-2008
Document Type
Dissertation
Granting Institution
Lynn University
Degree Name
Doctor of Philosophy (PHD)
Degree Program
Global Leadership - with a specialization in Corporate and Organizational Management
Department
College of Business and Management
First Advisor
Mary L. Tebes
Second Advisor
John Cipolla
Third Advisor
James F. Downey
Abstract
From the managerial and customer-based perspectives, this research proposed a conceptual model that integrates product-based brand equity and the theory of planned behavior in evaluating the performance of tourist destination brands. In today's increasingly competitive tourism market, destination branding can be an effective technique for building successful site images and marketing programs. This technique may vary in focus to highlight the unique features of different destination stops. There has been limited research devoted to tourism brands and brand constructs in promoting tourist attractions. Specifically, not enough has been done to fully analyze tourists' attitudes toward destination branding although attitude has long been ascertained in psychology to be the major determinant of future decision-making. Using the integrated model, this dissertation study proposed a feasible instrumentation to measure the effect of destination branding on tourists' attitudes. A street intercept survey was conducted at Tamshui, a leading destination in Taiwan. Findings indicate that Tamshui has performed unsatisfactorily in presenting a desired image to the target market. As a result, it needs to adopt a systematic approach to strengthen its brand loyalty by improving its internal quality services and marketing communications.
Recommended Citation
Chang, C. (2008). Effect of Destination Branding on Tourists' Attitudes Toward Tamshui, Taiwan [Doctoral dissertation, Lynn University]. SPIRAL. https://spiral.lynn.edu/etds/41