Influence of the ‘slow city’ brand association on the behavioural intention of potential tourists

H J Park; Timothy J Lee

doi:10.1080/13683500.2017.1391753

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Journal article

Peer reviewed

Influence of the ‘slow city’ brand association on the behavioural intention of potential tourists

H J Park and Timothy J Lee

Current Issues in Tourism, Vol.22(12), pp.1405-1422

2019

DOI: https://doi.org/10.1080/13683500.2017.1391753

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Abstract

slow city

brand association

tourist destination

behavioural intention

This study sees the 'slow city' idea as a brand, and used an empirical method to examine the influence of its brand association types on the behavioural intentions of potential tourists. The measurement of brand association types was limited to the following 13 variables: slow food, traditional culture, authentic local food, happiness, healthy, organic, peaceful, quality of life, beautiful scenery, comfortable, affectionate, compassion and well-being, elicited from a pre-test. The findings from 485 potential tourists in the 2 largest cities in South Korea show that eliciting positive feelings and brand associations are strong marketing strategies that increase the chance of tourist visits, and therefore could influence the choice of a destination and the chance for revisits in the future. The results of this study contribute to a better understanding of the marketing influence of the slow city brand on the behavioural intentions of potential tourists. © 2017 Informa UK Limited, trading as Taylor & Francis Group

Details

Title: Influence of the ‘slow city’ brand association on the behavioural intention of potential tourists
Authors: H J Park (Author) - Silla University, South Korea
Timothy J Lee (Author) - Ritsumeikan Asia Pacific University, Japan
Publication details: Current Issues in Tourism, Vol.22(12), pp.1405-1422
Publisher: Routledge
Date published: 2019
DOI: 10.1080/13683500.2017.1391753
ISSN: 1368-3500
Organisation Unit: University of the Sunshine Coast, Queensland; Sustainability Research Cluster
Language: English
Record Identifier: 99450709602621
Output Type: Journal article

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Collaboration types: Domestic collaboration; International collaboration
Web Of Science research areas: Hospitality, Leisure, Sport & Tourism

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