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Brand experience applied to tourism: an exploratory analysis in the Peneda- Gerês National Park (Portugal)

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Title: Brand experience applied to tourism: an exploratory analysis in the Peneda- Gerês National Park (Portugal)
Authors: Martins, Hugo, Carvalho, Paulo, Almeida, Nuno
Source: Cadernos de Geografia; Vol. 47 (2023): Cadernos de Geografia n. 47; 93-105
Publisher Information: Imprensa da Universidade de Coimbra, 2023.
Publication Year: 2023
Subject Terms: Peneda-Gerês National Park, Experiência da Marca de Destino, Dimensão Comportamental, Parque Nacional da Peneda-Gerês, Behavioural Dimension, Dimensão Afetiva, Destination Brand Experience, Sensory Dimension, Intellectual Dimension, Dimensão Intelectual, Affective Dimension, Dimensão Sensorial
Description: Existem muitos conceitos de marketing relacionados a marcas que buscam estudar o comportamento do consumidor e como construir a fidelidade do consumidor a essas marcas. Muitos conceitos ligados à marca que derivam da área do marketing estão a ser utilizados na área do turismo (imagem de destino, personalidade do destino, identidade do destino, entre outros). O objetivo deste estudo exploratório é testar a escala do construto da experiência da marca do destino, ainda pouco analisado no contexto dos destinos turísticos. O método de estudo aplicado foi a metodologia quantitativa tendo a recolha de dados sido feita através da utilização de um inquérito por questionário. O território em análise foi a Peneda-Gerês, único parque nacional português e que tem registado um crescimento elevado de visitantes. Foram recolhidos 507 questionários válidos que foram posteriormente codificados. Foi possível observar que as experiências sensoriais se destacaram claramente, seguido das experiências afetivas. De salientar também que as experiências intelectuais não tiveram grande evidência, provavelmente pelo tipo de destino turístico.
There are many brand-related marketing concepts that seek to study consumer behavior and how to build consumer loyalty to these brands. Many concepts related to the brand that derive from the marketing area are being used in the tourism area (destination image, destination personality, destination identity, among others). The aim of this exploratory study is to test the scale of the destination brand experience construct, which is still little analyzed in the context of tourist destinations. The method of study applied was the quantitative methodology, with the collection of data made through the use of a questionnaire survey. The territory under analysis was Peneda-Gerês, the only Portuguese national park that has registered a high growth in visitors. 507 valid questionnaires were collected and later coded. It was possible to observe that sensory experiences stood out clearly, followed by affective experiences. It should also be noted that intellectual experiences did not have much evidence, probably due to the type of tourist destination.
Document Type: Article
File Description: application/pdf
Language: English
ISSN: 0871-1623
2183-4016
DOI: 10.14195/0871-1623_47_6
Access URL: https://impactum-journals.uc.pt/cadernosgeografia/article/view/12849
Rights: CC BY
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  Data: Brand experience applied to tourism: an exploratory analysis in the Peneda- Gerês National Park (Portugal)
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  Data: <searchLink fieldCode="AR" term="%22Martins%2C+Hugo%22">Martins, Hugo</searchLink><br /><searchLink fieldCode="AR" term="%22Carvalho%2C+Paulo%22">Carvalho, Paulo</searchLink><br /><searchLink fieldCode="AR" term="%22Almeida%2C+Nuno%22">Almeida, Nuno</searchLink>
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  Data: Cadernos de Geografia; Vol. 47 (2023): Cadernos de Geografia n. 47; 93-105
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  Data: Imprensa da Universidade de Coimbra, 2023.
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  Data: 2023
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  Data: <searchLink fieldCode="DE" term="%22Peneda-Gerês+National+Park%22">Peneda-Gerês National Park</searchLink><br /><searchLink fieldCode="DE" term="%22Experiência+da+Marca+de+Destino%22">Experiência da Marca de Destino</searchLink><br /><searchLink fieldCode="DE" term="%22Dimensão+Comportamental%22">Dimensão Comportamental</searchLink><br /><searchLink fieldCode="DE" term="%22Parque+Nacional+da+Peneda-Gerês%22">Parque Nacional da Peneda-Gerês</searchLink><br /><searchLink fieldCode="DE" term="%22Behavioural+Dimension%22">Behavioural Dimension</searchLink><br /><searchLink fieldCode="DE" term="%22Dimensão+Afetiva%22">Dimensão Afetiva</searchLink><br /><searchLink fieldCode="DE" term="%22Destination+Brand+Experience%22">Destination Brand Experience</searchLink><br /><searchLink fieldCode="DE" term="%22Sensory+Dimension%22">Sensory Dimension</searchLink><br /><searchLink fieldCode="DE" term="%22Intellectual+Dimension%22">Intellectual Dimension</searchLink><br /><searchLink fieldCode="DE" term="%22Dimensão+Intelectual%22">Dimensão Intelectual</searchLink><br /><searchLink fieldCode="DE" term="%22Affective+Dimension%22">Affective Dimension</searchLink><br /><searchLink fieldCode="DE" term="%22Dimensão+Sensorial%22">Dimensão Sensorial</searchLink>
– Name: Abstract
  Label: Description
  Group: Ab
  Data: Existem muitos conceitos de marketing relacionados a marcas que buscam estudar o comportamento do consumidor e como construir a fidelidade do consumidor a essas marcas. Muitos conceitos ligados à marca que derivam da área do marketing estão a ser utilizados na área do turismo (imagem de destino, personalidade do destino, identidade do destino, entre outros). O objetivo deste estudo exploratório é testar a escala do construto da experiência da marca do destino, ainda pouco analisado no contexto dos destinos turísticos. O método de estudo aplicado foi a metodologia quantitativa tendo a recolha de dados sido feita através da utilização de um inquérito por questionário. O território em análise foi a Peneda-Gerês, único parque nacional português e que tem registado um crescimento elevado de visitantes. Foram recolhidos 507 questionários válidos que foram posteriormente codificados. Foi possível observar que as experiências sensoriais se destacaram claramente, seguido das experiências afetivas. De salientar também que as experiências intelectuais não tiveram grande evidência, provavelmente pelo tipo de destino turístico.<br />There are many brand-related marketing concepts that seek to study consumer behavior and how to build consumer loyalty to these brands. Many concepts related to the brand that derive from the marketing area are being used in the tourism area (destination image, destination personality, destination identity, among others). The aim of this exploratory study is to test the scale of the destination brand experience construct, which is still little analyzed in the context of tourist destinations. The method of study applied was the quantitative methodology, with the collection of data made through the use of a questionnaire survey. The territory under analysis was Peneda-Gerês, the only Portuguese national park that has registered a high growth in visitors. 507 valid questionnaires were collected and later coded. It was possible to observe that sensory experiences stood out clearly, followed by affective experiences. It should also be noted that intellectual experiences did not have much evidence, probably due to the type of tourist destination.
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      – Text: English
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        Type: general
      – SubjectFull: Experiência da Marca de Destino
        Type: general
      – SubjectFull: Dimensão Comportamental
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      – TitleFull: Brand experience applied to tourism: an exploratory analysis in the Peneda- Gerês National Park (Portugal)
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