Impacts of positive images of tourism destination exhibited in a film or TV production on its brand equity: the case of Portuguese consumers’ perspective

Authors

  • Sara Nunes Higher Colleges of Technology
  • Alejandro del Moral Agúndez Faculty of Economics and Business Sciences, University of Extremadura
  • Julia Fragoso da Fonseca Polytechnic Institute of Leiria, School of Tourism and Maritime Technology
  • Samiha Chemli University of Deusto, Bilbao, Spain

DOI:

https://doi.org/10.33182/tmj.v8i2.1036

Keywords:

Film Tourism, Destination Brand, Brand Image, Customer-Based, Brand Equity

Abstract

Usually, it is difficult to see a correlation between cinema and tourism; we simply have the idea that they are two extremely powerful forces. Nevertheless, when these forces are interconnected, they represent an unavoidable bout of success in the perspective of tourist images. And in today’s market, there is great competition between tourism companies whereby they are constantly creating and recreating new tourism destinations. This is, indeed, due to the importance of the establishment of a great self-image essential for a positive positioning in the market. For that reason, we intend to stress the importance that the positive images exhibited in cinematographic productions have on the construction of the brand value of a tourism destination. According to the results – it is logic to affirm, through the quantitative and qualitative analysis carried out in this study that film tourism gives a higher value to the brand image of the destinations portrayed reinforcing their brand equity.

Published

2020-10-20

How to Cite

Nunes, S., Alejandro del Moral Agúndez, Julia Fragoso da Fonseca, & Chemli, S. (2020). Impacts of positive images of tourism destination exhibited in a film or TV production on its brand equity: the case of Portuguese consumers’ perspective. Transnational Marketing Journal, 8(2), 271-295. https://doi.org/10.33182/tmj.v8i2.1036