This paper examines the inter-relationships between integrated marketing communications (IMC), destination reputation and consumer brand engagement (CBE) in tourism. For that purpose, two dimensions of IMC are considered: consistency and interactivity, and three components of CBE: cognitive, emotional and behavioural. Data collection took place among tourists visiting Rome, Italy. Results show that IMC consistency and IMC interactivity positively influence reputation and that the latter strongly affects all the dimensions of CBE. However, it seems that IMC interactivity has a more relevant role in CBE building than IMC consistency does, as it is found to affect all the CBE dimensions, while IMC consistency influences only cognitive CBE. This study contributes to the understanding of the potential of IMC in tourism, a completely neglected research area, by examining its impact on reputation and CBE, which received far too little attention in the marketing literature.
Integrated marketing communications, destination reputation and consumer brand engagement in a tourism context / Šerić, Maja; Vernuccio, Maria. - ELETTRONICO. - 47(2018), pp. 1-8. (Intervento presentato al convegno European Marketing Academy Conference tenutosi a Glasgow, University of Strathclyde (UK)).
Integrated marketing communications, destination reputation and consumer brand engagement in a tourism context
Maria Vernuccio
2018
Abstract
This paper examines the inter-relationships between integrated marketing communications (IMC), destination reputation and consumer brand engagement (CBE) in tourism. For that purpose, two dimensions of IMC are considered: consistency and interactivity, and three components of CBE: cognitive, emotional and behavioural. Data collection took place among tourists visiting Rome, Italy. Results show that IMC consistency and IMC interactivity positively influence reputation and that the latter strongly affects all the dimensions of CBE. However, it seems that IMC interactivity has a more relevant role in CBE building than IMC consistency does, as it is found to affect all the CBE dimensions, while IMC consistency influences only cognitive CBE. This study contributes to the understanding of the potential of IMC in tourism, a completely neglected research area, by examining its impact on reputation and CBE, which received far too little attention in the marketing literature.File | Dimensione | Formato | |
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