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Branded premiums in tourism destination promotion

Branded premiums in tourism destination promotion The purpose of this paper is to test the influence of branded premiums or branded free gifts (e.g. a free of charge suitcase of a well-recognised brand) on tourism destination promotion. Specifically, the impact of brand name and price value of a branded premium on promoting a tourism destination was examined.Design/methodology/approachThis research uses two experiment-based studies, applying a between-group experimental design.FindingsThe results revealed that appreciation leads to intention to visit the promoted destination when the branded promotion is offered. When a destination promotional offer contains a branded premium, consumers respond more favourably to the brand name of the premium than the price value of the premium. This finding applies to consumers’ responses to both the destination and the premium.Research limitations/implicationsThis research adds to the body of knowledge on tourism destination promotion and the branding literature, specifically with promotional and branded premiums.Practical implicationsMutual benefits can be obtained by both tourism destination marketers and premium marketers.Originality/valueThis research highlights the importance of branded premiums in tourism destination promotional offers. This research also shows the influence of the price value of a premium’s brand name in a tourism destination promotional offer. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Tourism Review Emerald Publishing

Branded premiums in tourism destination promotion

Wang, Shasha; Japutra, Arnold; Molinillo, Sebastián
Tourism Review , Volume 76 (5): 12 – Nov 18, 2021
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12 pages

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Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
1660-5373
eISSN
1660-5373
DOI
10.1108/tr-06-2019-0256
Publisher site
See Article on Publisher Site

Abstract

The purpose of this paper is to test the influence of branded premiums or branded free gifts (e.g. a free of charge suitcase of a well-recognised brand) on tourism destination promotion. Specifically, the impact of brand name and price value of a branded premium on promoting a tourism destination was examined.Design/methodology/approachThis research uses two experiment-based studies, applying a between-group experimental design.FindingsThe results revealed that appreciation leads to intention to visit the promoted destination when the branded promotion is offered. When a destination promotional offer contains a branded premium, consumers respond more favourably to the brand name of the premium than the price value of the premium. This finding applies to consumers’ responses to both the destination and the premium.Research limitations/implicationsThis research adds to the body of knowledge on tourism destination promotion and the branding literature, specifically with promotional and branded premiums.Practical implicationsMutual benefits can be obtained by both tourism destination marketers and premium marketers.Originality/valueThis research highlights the importance of branded premiums in tourism destination promotional offers. This research also shows the influence of the price value of a premium’s brand name in a tourism destination promotional offer.

Journal

Tourism Review – Emerald Publishing

Published: Nov 18, 2021

Keywords: Word-of-mouth; Branded premium; Premium promotion; Price value; Tourism destination promotion

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