Personal Cultural Orientation

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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

Abstract2

Chapter 1: Introduction4

Aims`5

Main framework 7

Chapter 2: Literature Review9

Personal cultural Orientation

Dimension of Culture12

Future Behavioral Intent14

Destination brand Image18

Destination brand Value 20

Destination Brand equity

Chapter 3: Methodology25

Research Site: Cali, Colombia25

Pilot Study28

Recruiting Respondents & Data Collection32

References34

Appendix A40

Appendix B41

Appendix C44

Perceived Destination Image Study47

Appendix D49

Appendix E50

Introduction

Destination branding has become, in recent years, an increasingly important area of focus for academic and business communities. Many governments have realized the importance of tourism as an economic industry and, to a greater extent, are committed to developing the right brand for their destination.

With an increase in global tourism there has been a related increase in global (and domestic) competition (Smeral & Weber, 2000) and therefore the creation and application of destination branding strategies is a rapidly growing area of investigation. As new global tourism markets emerge, marketing effectively to consumers with differing cultural values is becoming important. A brand marketer may face a bumpy road of progress by ignoring culture of the country of operation because consumers behave according to the cultural norms of their country (Banerjee 2007). Much work is still to be done to determine the factors involved in these tourists’ revisit intentions and their relation to other constructs within destination brand equity.

Chernatony and McDonald (2001) equates a successful brand to ‘‘an identifiable product, service, person, or place, augmented in such a way that the buyer or user perceives relevant, unique added values which match their needs most closely [and] its success results from being able to sustain these added values in the face of competition.’’

“Brand equity,” is herein defined as the sum of factors (or ‘‘dimensions’’) contributing to a brand’s value in the consumer’s mind. According to Aaker (2000, p. 9), brand equity is a strategic asset that can be the basis of competitive advantage and long-term...
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