What is it about?
This paper analyses Brazil's tourism destination image taking into account travel agents and tour operators' perspectives. This paper seeks to complement previous research carried out based on travellers' viewpoints. This research, more specifically, sought to analyse the antecedents of Brazil's overall image from the perspective of Portuguese travel intermediaries. For that cognitive image, affective image and marketing communications were analysed as antecedents of Brazil's overall image, and visitation influence was modelled as a mediator. Based on a questionnaire completed by 132 Portuguese travel agents and tour operators, the results show that the total (direct and indirect) effect of both cognitive image and marketing communications are more important than the total effect of affective image. Moreover, the visitation influence exerts no mediation at all between affective image and overall destination image, although there is a mild partial mediation effect involving the other two antecedents (cognitive image and marketing communications).
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Why is it important?
This paper analyses Brazil's tourism destination image taking into account travel agents and tour operators' perspectives. This paper seeks to complement previous research carried out based on travellers' viewpoints. This research, more specifically, sought to analyse the antecedents of Brazil's overall image from the perspective of Portuguese travel intermediaries. For that cognitive image, affective image and marketing communications were analysed as antecedents of Brazil's overall image, and visitation influence was modelled as a mediator. Based on a questionnaire completed by 132 Portuguese travel agents and tour operators, the results show that the total (direct and indirect) effect of both cognitive image and marketing communications are more important than the total effect of affective image. Moreover, the visitation influence exerts no mediation at all between affective image and overall destination image, although there is a mild partial mediation effect involving the other two antecedents (cognitive image and marketing communications).
Perspectives
This paper analyses Brazil's tourism destination image taking into account travel agents and tour operators' perspectives. This paper seeks to complement previous research carried out based on travellers' viewpoints. This research, more specifically, sought to analyse the antecedents of Brazil's overall image from the perspective of Portuguese travel intermediaries. For that cognitive image, affective image and marketing communications were analysed as antecedents of Brazil's overall image, and visitation influence was modelled as a mediator. Based on a questionnaire completed by 132 Portuguese travel agents and tour operators, the results show that the total (direct and indirect) effect of both cognitive image and marketing communications are more important than the total effect of affective image. Moreover, the visitation influence exerts no mediation at all between affective image and overall destination image, although there is a mild partial mediation effect involving the other two antecedents (cognitive image and marketing communications).
Antonio Carrizo Moreira
University of Aveiro
Read the Original
This page is a summary of: The influence of travel agents and tour operators' perspectives on a tourism destination. The case of Portuguese intermediaries on Brazil's image, Journal of Hospitality and Tourism Management, March 2018, Elsevier,
DOI: 10.1016/j.jhtm.2018.01.002.
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