Modelo Conceptual integrativo de Destination Branding: teste empírico no Porto e Norte de Portugal

Pedro Costa Carvalho; Ana Maria Pinto Lima Vieira Brites Kankura Salazar; Paulo Matos Graça Ramos

doi:10.25145/j.pasos.2015.13.059

Autores/as

Pedro Costa Carvalho FCHS-UFP
Ana Maria Pinto Lima Vieira Brites Kankura Salazar FCHS-UFP
Paulo Matos Graça Ramos FCHS-UFP

DOI:

https://doi.org/10.25145/j.pasos.2015.13.059

Palabras clave:

Idendidad de marca, Imagen de marca, Calidad percibida, Satisfacción turística, Lealtad turística

Resumen

O presente estudo tem como objetivo desenvolver e testar um novo modelo conceptual de branding de destinos turísticos, incluindo e integrando os conceitos de identidade de marca (associações da marca), da imagem da marca, da qualidade percebida, da satisfação e da lealdade turística. Este estudo levanta hipóteses de relação entre estes constructos. Este artigo pretende contribuir para a conceptualização do destination branding que é identificado como um conceito crítico para a competitividade dos destinos turísticos.

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