Una aplicación metodológica para el estudio de la imagen de marca de un destino turístico

Abstract

Although many proposals have been developed to study brand image, perhaps the more accepted approach consist of to combine a qualitative and quantitative phases. Using focus groups is usual to select the stimulus and attributes to consider and next, in a survey, subjects can scale the stimulus on considered attribute list. However, this methodology has received several critiques, by the excessive weight of the attributes in order to obtain the final dimensions and by the difficulty to tackle the dimen-sions there was to evaluate. The objective of this study is for that very reason to use this mixed approach to analyse brand image of a tourist destination. The results obtained with a sample of 916 national tour-ists who visited Galicia last two years, show up the utility and power of proposed scale in tourist market-ing surveys.

Keywords

• Tourism marketing
• Brand image
• Consumer Behaviour.