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- Chekalina, Tatiana, 1979-
(författare)
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A Value Co-Creation Perspective on Customer-Based Brand Equity Modelling for Tourism Destinations : A case from Sweden
- 2015
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Doktorsavhandling (övrigt vetenskapligt/konstnärligt)abstract
- Tourism destinations all over the world increasingly embrace marketing and branding practices traditionally utilized by businesses. However, the literature on customer-based brand equity modelling and measurement for tourism destinations lacks the conceptual understanding of the complex relationships between tourists and the destination brand.Therefore, the thesis at hand addresses the existing gap in tourism literature and aims at contributing to the development of the customer-based brand equity concept in a tourism destination setting (CBDBE) by taking into account the value-co-creation approach. The components of the proposed model consist of the customers’ evaluation of the destination promise in terms of transforming functional, intangible and social destination resources into tourists’ value-in-use. Furthermore, the positive relationship between visitors’ perception of the destination and value-for-money discloses the input of tourists’ own resources into the process of value-co-creation. Moreover, destination brand awareness affects the evaluation of the destination promise, which, in turn, determines tourists’ behavioural intentions towards the destination.By implementing web-based customer surveys and using a linear structural equation modelling approach, the proposed model is empirically validated for the leading Swedish mountain destination Åre. First, the model is repeatedly tested with data regarding the winter seasons 2009/10 and 2012/13. Second, the proposed CBDBE model has been operationalized and tested also for the summer season. Findings from face-to-face interviews conducted in Åre during summer 2012 uncovered the relationships between destination resources offered in Åre, tourists’ own resources and destination value-in-use and, thus, served as the empirical fundament for the development of a destination-specific scale to measure value-in-use. Subsequently, the proposed CBDBE model has been successfully tested with web-based survey data collected after the summer season 2012, both for the total sample and separately for the main a priori tourist segments, including hiking, mountain biking and village tourists.Results show the significant contribution of destination value-in-use defined as perceived benefits from a destination stay, which, in turn, strongly affect customers’ destination loyalty. In contrast, the relationship between value-for-money and destination loyalty is less strong and even non-significant for the two customer segments hiking and mountain biking tourists. Importantly, as part of the CBDBE model operationalization, the thesis highlights the need to better understand destination-specific consumption patterns across various tourism segments by destination managers.Therefore, results demonstrate that by monitoring unique destination and tourist-specific experience dimensions, destination management can influence and better manage both the value-in-use for customers and customer loyalty. Thus, the proposed CBDBE model provides destination managers with a tool, which enables evaluation and upgrade of destination marketing strategy and, finally, assist in discovering promising innovation potentials for highly experiential tourism products.
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- Chekalina, Tatiana, 1979-, et al.
(författare)
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Customer-based Destination Brand Equity Model
- 2022
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Ingår i: Encyclopedia of Tourism Management and Marketing. - Cheltenham, UK : Edward Elgar Publishing. ; , s. 742-744
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Bokkapitel (refereegranskat)abstract
- The customer-based destination brand equity model (CBDBE) captures knowledge about the complex relationships between tourists and tourism destination brands (e.g., Buhalis and Park, 2021; Chekalina, Fuchs and Lexhagen, 2018; Tran, Nguyen and Tran, 2021). Theoretically, the CBDBE model is derived from cognitive psychology and depicts tourists’ complex responses to a tourism destination’s name. The model aims to understand the multi-dimensional brand-related memory structures that tourists hold about a destination. As a managerial tool, the CBDBE model allows us to measure a destination brand’s strength and thus evaluate a destination’s marketing success. Destination managers use the CBDBE model to identify areas that allow them to upgrade destination marketing strategies, promotional campaigns and destination product development (Tran et al., 2019).
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| 4. |
- Chekalina, Tatiana, 1979-, et al.
(författare)
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Customer-based destination brand equity modelling : The role of destination resources, value-for money and value-in-use
- 2018
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Ingår i: Journal of Travel Research. - : Sage Publications. - 0047-2875 .- 1552-6763. ; 57:1, s. 31-51
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Tidskriftsartikel (refereegranskat)abstract
- This study contributes to the development of knowledge on transferring the concept of customer-based brand equity to a tourism destination context. Keller’s (2009) brand equity pyramid is utilized as the comparison framework to reveal similarities but also overlaps, differences and gaps on both the conceptual and measurement level of existing brand equity models for destinations. Particularly, the inner core of the model depicts the complex mechanisms of how destination resources transform into benefits for tourists overlooked by prior research. This study proposes a customer-based brand equity model for destinations, which consists of five dependent constructs, including awareness, loyalty, and three destination brand promise constructs constituting the inner core of the model, namely, destination resources, value-in-use and value-for-money. The model was repeatedly tested for the leading Swedish mountain destination Åre, by using a linear structural equation modelling approach. Findings confirm the path structure of the proposed model.
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| 9. |
- Conti, Eugenio, 1987-
(författare)
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Digital technocultures in Nature-based tourism
- 2023
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Doktorsavhandling (övrigt vetenskapligt/konstnärligt)abstract
- This thesis investigates the influences of digital technologies on nature-based tourism (NBT) experiences. I acknowledge that the holistic digitalization of human lives increasingly impacts nature-based tourism. Particularly, I argue that it impacts tourists’ experiential valuation of nature, as well as tourists themselves as experiencers of nature in NBT in ways that need to be further understood.Following contemporary consumer-dominant perspectives on tourism experiences, I argue that tourists’ multi-dimensional valuation of experiences depends greatly on ex-situ factors that exist outside service encounters in NBT and within digitally networked lifeworld experienced by tourists, which informs how they value themselves and what they experience. However, such lifeworlds are poorly acknowledged in research on NBT experiences. Building on consumer culture theory, I argue that NBT tourists are cultural agents, and their NBT experiences are highly affected by how their lifeworlds are ingrained in marketplace cultures that discipline what is valuable and experienced in NBT. Such marketplace cultures, which are becoming increasingly digital and technological, can be conceptualized as digital technocultures. More than simply enhancing experiences, as extant literature suggests, digital technology provides lifestyle scripts, ideologies, identity myths, symbolic universes, and stories associated with the everyday, tourism, and consumption of nature. The latter are powerful actors in shaping consumers’ meaning making, sensescapes, emotions, behaviors, and ultimately experience valuations of nature in NBT. Across the four papers and the additional discussion that compose it, this thesis investigates how digital technocultures shape the identity of tourist experiencers in NBT and how they impact the valuation of nature in NBT. The thesis adopts a mix of novel, in-depth, thick, and interpretive methodologies to gain such knowledge. Findings offer thick consumer knowledge and a high-level consumer insight into NBT tourists. In digital technocultures, NBT tourists and their experiences of nature are contested among different digital and disconnected selves. Tourists appropriate digital technocultures and NBT according to identity projects that aim to assemble valued digital “experiencers” and at taking part in valued in e-tribes reflecting them in one’s lifeworld. At the same time, tourists negotiate digital technocultures disciplining their lifeworlds in order to build a valued escapist, liberated and disconnected Self in nature. Moreover, digital technocultures discipline, abstract, and extremify specific aspects of nature. These are sought, desired, imagined, and experienced as digital hyperrealities in NBT. This thesis explores the implications of digital technocultures of experience for NBT, which have so far been insufficiently acknowledged.
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| 10. |
- Conti, Eugenio, 1987-, et al.
(författare)
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Instagramming nature-based tourism experiences : a netnographic study of online photography and value creation
- 2020
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Ingår i: Tourism Management Perspectives. - : Elsevier. - 2211-9736 .- 2211-9744. ; 34
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Tidskriftsartikel (refereegranskat)abstract
- The purpose of this research is to explore the role of online photography in creating experience value in nature-based tourism, and what types of experience value are conveyed through photography-based user-generated content. The paper draws from existing literature in defining tourism experience value as a subjective, inter-subjective and inter-contextual construct, performed by situated valuation practices. Consequently, the paper presents interpretive and participatory netnography as an effective method to investigate experience value, and identifies online photography on Instagram as both a valuing practice and a valuing place. Results show the capability of online photography-based UGC to create multidimensional values from strategic combinations of textual and visual content. Simultaneously, new dimensions of experience value are introduced, which exist beyond single tourism experiential encounters, but critically contribute to an iterative experience valuation. Finally, Instagram posts introduce valuation timelines that can elude linear models of pre/in-situ/post-experience valuation, and assume subjective and fluid connotations.
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