Personal Cultural Orientation
Personal Cultural Orientation, Destination Brand Equity and Revisit Intention: The Case of Cali, Colombia
Dissertation Proposal
Adolfo Rudy Cardona
TUI
Abstract
This study investigates perceptions by tourists to travel destinations based on personal cultural orientation and its effect on destination brand equity ( i.e., image, value and quality) and tourist behavior. Likewise, it attempts to explore the possible mediating effects of destination brand image, value and quality on brand equity and revisit intention from the tourist perspective. The proposed model is based on social identity theory and brand equity theory literature. Drawing from recent research studies, and aiming to provide a framework to understand tourists’ decisions and their intention to revisit with respect to the destination brand and based on their cultural orientation. The research will use the city of Cali in Colombia, South America as the site study, and will focus on a sample of United States tourists. It is hoped the results will provide significant theoretical and practical implications, both for destination managers and marketers to help build competitive strategies for destination in order to sustain meaningful relationships between tourists and their destination.
TABLE OF CONTENTS
Personal Cultural Orientation impact on destination branding and revisit intention of tourists traveling to Cali, Colombia
Abstract 2
Chapter 1: Introduction 4
Aims ` 5
Main framework 7
Chapter 2: Literature Review 9
Personal cultural Orientation
Dimension of Culture 12
Future Behavioral Intent 14
Destination brand Image 18
Destination brand Value 20
Destination Brand equity
Chapter 3: Methodology 25
Research Site: Cali, Colombia 25
Dissertation Proposal
Adolfo Rudy Cardona
TUI
Abstract
This study investigates perceptions by tourists to travel destinations based on personal cultural orientation and its effect on destination brand equity ( i.e., image, value and quality) and tourist behavior. Likewise, it attempts to explore the possible mediating effects of destination brand image, value and quality on brand equity and revisit intention from the tourist perspective. The proposed model is based on social identity theory and brand equity theory literature. Drawing from recent research studies, and aiming to provide a framework to understand tourists’ decisions and their intention to revisit with respect to the destination brand and based on their cultural orientation. The research will use the city of Cali in Colombia, South America as the site study, and will focus on a sample of United States tourists. It is hoped the results will provide significant theoretical and practical implications, both for destination managers and marketers to help build competitive strategies for destination in order to sustain meaningful relationships between tourists and their destination.
TABLE OF CONTENTS
Personal Cultural Orientation impact on destination branding and revisit intention of tourists traveling to Cali, Colombia
Abstract 2
Chapter 1: Introduction 4
Aims ` 5
Main framework 7
Chapter 2: Literature Review 9
Personal cultural Orientation
Dimension of Culture 12
Future Behavioral Intent 14
Destination brand Image 18
Destination brand Value 20
Destination Brand equity
Chapter 3: Methodology 25
Research Site: Cali, Colombia 25
References: Personal Cultural Orientation Personal cultural orientations consist of shared cultural values and norms, as well as personal beliefs based on unique individual experiences (Sharma 2010). Destination Brand Image This term is best understood as “an interactive system of thoughts, opinions, feelings, visualizations, and intentions toward a destination” (Tasci et al., 2007: 200) Destination Brand Quality Brand quality is defined as ‘the perception of the overall quality or superiority of a brand relative to relevant alternatives, and with respect to its intended purpose’ (Keller, 2003, p.238).