Please use this identifier to cite or link to this item: http://hdl.handle.net/10553/70132
Title: Perceived sustainable destination image: Implications for marketing strategies in Europe
Authors: Almeida Santana, Arminda 
Moreno Gil, Sergio 
UNESCO Clasification: 531290 Economía sectorial: turismo
531105 Marketing (comercialización)
Keywords: Communication
Destination Image
Marketing Strategies
Segmentation
Sustainable Destination, et al
Issue Date: 2019
Journal: Sustainability (Switzerland) 
Abstract: There is currently a growing concern about the consequences of tourism activity on the environment. In this regards, sustainable management is understood as a key element that can help destination marketing organizations (DMOs) to improve a tourist destination's competitiveness. This study provides some clues about the best way to develop the image and branding of a destination using the concept of sustainable image. Through an analysis of 28,947 tourists from 18 European countries, this paper studies what sociodemographic, cultural, and behavioral characteristics of tourists influence their perception of sustainable destination. The results of the binomial logit analysis show that destination primary and secondary images, motivations, cultural background of tourists, and sociodemographic characteristics are determinant factors explaining the perception of sustainable destination image (SDI). Thus, the fundamental role of segmentation to positioning a destination as a sustainable destination is suggested. The study provides interesting recommendations for DMOs in order to be able to design better marketing strategies focused on destination image.
URI: http://hdl.handle.net/10553/70132
DOI: 10.3390/su11226466
Source: Sustainability (Switzerland),v. 11 (22)
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