THE ROLE OF PERSONAL BRAND ON CONSUMER BEHAVIOUR IN TOURISM CONTEXTS: THE CASE OF MADEIRA

  • Bruno Sousa IPCA – Polytechnic Institute of Cávado and Ave UNIAG and CITUR research member http://orcid.org/0000-0002-8588-2422
  • Sónia Rodrigues IPCA – Polytechnic Institute of Cávado and Ave UNIAG and CITUR research member

Keywords:

Brand Management, CR7, Tourism Marketing, Madeira Island, Personal Branding

Abstract

In a world that undeniably competes for investment, visitors and residents, the adoption of approaches derived from the marketing has become a reality in the search for sustainability. It is a fact that a city marketing and brand management policy is able to promote and transform an image, boost economic activity and enhance all aspects of the city that present competitive advantage over other territories, so this is why associate marketing with cities makes sense. This study aims a better understanding of the brand image and their relationship with behavioural intentions, especially through the perceptions that tourists have toward the destinations (e.g. Madeira island), and how this may influence their attitudes. The objective of this study is to understand the impact of the personal brand on the image of a tourist destination, using as a case study the Madeira destination. An empirical study was carried out through questionnaires applied to 142 tourists in Madeira island. It was possible to understand the perception of visitors and assess the experience of visitors and the theoretical and practical contributions to local development and tourism marketing. Under an interdisciplinary perspective, this research brings together inputs from marketing, tourism and local economics. A theoretical model is developed specifying antecedents of satisfaction and loyalty in specific tourism contexts. Implications for future research are also presented.

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Author Biographies

Bruno Sousa, IPCA – Polytechnic Institute of Cávado and Ave UNIAG and CITUR research member
Bruno Sousa is a Professor in Polytechnic Institute of Cavado and Ave (IPCA, Portugal) Head of Master Program - Tourism Management - PhD Marketing and Strategy. He was Market Analist at Sonae Distribuição – Modelo e Continente, S.A. (2006 to 2009) and he was Marketing Assistant - Jornal O Jogo at Controlinveste (2005) - Teaching Award of the School of Economics and Management of the University of Minho 2015/2016 - Best Thesis in Tourism Award - ICIEMC 2015 - Management Graduation, University of Minho Award - Best performance (2006) - Merit Scholarship for Students in Public Higher Education Awards of Merit Scholarship by University of Minho in 2001/02 - 2002/03 - 2003/04 Rresearch centre: CiTUR and Applied Management Research Unit (UNIAG). He is author or co-author of several papers and her research interests include tourism management, marketing and strategy. Editorial board member of several peer reviewed scientific journals and ad-hoc reviewer of several peer-reviewed scientific journals. Member of the scientific committee of several national and international congresses and conferences.
Sónia Rodrigues, IPCA – Polytechnic Institute of Cávado and Ave UNIAG and CITUR research member
Master in Tourism Management

References

Published
2019-06-27
How to Cite
Sousa, B., & Rodrigues, S. (2019). THE ROLE OF PERSONAL BRAND ON CONSUMER BEHAVIOUR IN TOURISM CONTEXTS: THE CASE OF MADEIRA. ENLIGHTENING TOURISM. A PATHMAKING JOURNAL, 9(1), 38-62. https://doi.org/10.33776/et.v9i1.3597
Section
RESEARCH PAPERS