Abstract

ANANA, Edar da Silva; ANJOS, Francisco Antonio dos  and  PEREIRA, Melise de Lima. Touristic destination image in light of the service dominant logic of marketing. TMStudies [online]. 2018, vol.14, n.3, pp.7-18. ISSN 2182-8458.  https://doi.org/10.18089/tms.2018.14301.

This paper analyzes the composition and internal arrangement of touristic seaside destinations in Brazil, in light of three not-yet tested theories: the Means-End Chain (Gutman, 1982), the Service Dominant Logic of Marketing (Vargo & Lusch, 2004), and the organizational triad for local development proposed by Vázquez-Barquero (1999). An internet-based survey was distributed and completed by 178 respondents. The answers concentrated in four (among eight possible) destinations: Balneário Camboriú (31.4%), Rio de Janeiro (28%), Torres (20%) and Natal (8%). The data were first submitted to Confirmatory Factor Analysis to identify and to validate the set of components representing the Tourism Destination Image - TDI. The TDI constituting factors, and variables representing the Personal Values (as ancestors) and the Consumer Behavior (as descendants), were submitted to a Structural Equation Model to evaluate the TDI internal arrangement and inter-construct relationships. Results indicate that values related to self-respect, security and excitement influence the assessment of some TDI components, and that the last four constructs influence the likelihood of individuals to visit or to recommend the destinations.

Keywords : Tourism; tourist destination image; image measurement; means-end theory; Brazil.

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