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The Role of Brand Associations on the Development of Place Attachment Into Outdoor Adventure Tourism Destinations by Thomas Karagiorgos; Yannis Lianopoulos; Konstantinos Alexandris; Charilaos Kouthouris is a Social Sciences article available to read on EtoBox.

What is The Role of Brand Associations on the Development of Place Attachment Into Outdoor Adventure Tourism Destinations about?

Brand associations considered as a dominant concept to develop brand performance. Such associations might impact brand structure and consumers’ decision making process. Thus, tourism destinations offer opportunities within outdoor recreational activities to develop brand associations, to differentiate their brand from similar products and to enhance emotional bond with the destination. The aim this study was to establish a brand association scale into recreational context and to explore the influence of brand associations on the formation of participants’ place attachment in an adventure destination setting. The sample was 373 hikers of Mount Olympus in Greece. Two research instruments were used to capture the brand association and place attachment concepts. The research data confirmed the two goals of the study. The results indicated that the brand association scale is a reliable and valid research tool for future studies in adventure destinations. Furthermore, several associations could act as antecedents of place identity and place dependence. More specific, tradition, escape, product delivery and importance association could significantly develop both dimensions of place attach

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Author

Thomas Karagiorgos; Yannis Lianopoulos; Konstantinos Alexandris; Charilaos Kouthouris

Publisher

Elsevier BV

Published

2023

Language

EN

Field

Social Sciences