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Vol. 13. Núm. 43.
Páginas 37-63 (Junio 2010)
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Vol. 13. Núm. 43.
Páginas 37-63 (Junio 2010)
DOI: 10.1016/S1138-5758(10)70009-8
Open Access
Los factores estímulo y personales como determinantes de la formación de la imagen de marca de los destinos turísticos: un estudio aplicado a los turistas que visitan un destino vacacional
The stimulus and personal factors in the formation of destination brand image: an application to the tourists visiting a holiday destination
Visitas
...
Héctor San Martín Gutiérrez
, Ignacio Rodríguez del Bosque**
* Profesor Contratado Doctor, Universidad de Cantabria Facultad de C.C. E.E. y E.E. Avda. de los Castros s/n, 39005 - Santander; Tel.: +34-942.20.16.61; fax: +34-942.20.18.90
** Catedrático de Comercialización e Investigación de Mercados, Universidad de Cantabria Facultad de C.C. E.E. y E.E. Avda. de los Castros s/n, 39005 - Santander; Tel.: +34-942.20.16.38; fax: +34-942.20.18.90
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Abstract

The creation of value for individuals through strong, favourable and unique brand associations (branding) is required in order to develop a more competitive position for organizations and, in particular, for tourist destinations. In this context it is necessary to develop a more complete study on the brand image formation, which is the central element of destination branding. In this study it is established a new and improved framework that includes stimulus factors –i.e. informational familiarity and experimental familiarity– and personal factors –i.e. motivations, values and demographic characteristics–, as well as the role of the tourist's involvement and the reliability of information in the formation of destination brand image. After polling 807 tourists who were visiting a holiday destination, the results indicate that: 1) the stimulus factors and personal factors have a different influence on destination image; and 2) the reliability of information is a quasi-moderator variable.

Keywords:
Destination image
stimulus factors
personal factors
involvement
reliability
Resumen

La creación de valor para los individuos mediante asociaciones de marca favorables, fuertes y únicas, conocido como branding, resulta básico en el logro de un buen posicionamiento de las organizaciones en general y de los destinos turísticos en particular. En este contexto se hace necesario un estudio más completo de la formación de la imagen de marca, elemento central del branding de destinos. Este trabajo aporta una nueva y más profunda visión de la formación de la imagen de destino analizando la influencia de los factores estímulo –familiaridad experimental e informativa– y los factores personales –motivaciones, valores y características demográficas–, así como el papel en este proceso de dos variables comportamentales clave: implicación del turista y fiabilidad percibida de la información. Después de encuestar a 807 turistas que estaban visitando un destino vacacional, los resultados demuestran que en la formación de la imagen de marca del destino influyen de modo diferente los factores estímulo y los personales y, además, que la fiabilidad de la información actúa como variable cuasi-moderadora.

Palabras clave:
Imagen de destino
factores estímulo
factores personales
implicación
fiabilidad
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