Factors Influencing the Perception of Destination Brand Luxuriousness
Povzetek
Glavni namen tega članka je identificirati in raziskati dejavnike, ki vplivajo na izgradnjo in upravljanje luksuznih destinacijskih znamk. Na podlagi pregleda literature smo identificirali osem ključnih dejavnikov: kakovost namestitve, kakovost gastronomske ponudbe, višji cenovni razred, kakovost storitev, luksuzno nakupovanje, edinstvena izkušnja, prometna infrastruktura in prepoznavnost. Raziskava je bila izvedena na vzorcu 619 anketirancev iz 16 držav. V raziskavi smo uporabili faktorsko in regresijsko analizo. Rezultati so pokazali, da imata prepoznavnost in dostop do luksuznega nakupovanja najpomembnejši vpliv na izgradnjo luksuzne destinacijske znamke, medtem ko je vpliv kakovosti namestitve in višjega cenovnega razreda nepomemben, prometna infrastruktura pa ima, zanimivo, negativen ter pomemben vpliv. Priročen vzorec in možnost izpuščanja nekaterih dejavnikov (npr. varnosti) iz raziskave predstavljata glavne omejitve raziskave. Naša raziskava prispeva k literaturi o trženju in upravljanju blagovnih znamk, saj identificira in raziskuje dejavnike, ki pomagajo pri izgradnji in upravljanju luksuzne destinacijske znamke, čemur se do sedaj v literaturi ni posvečalo pozornosti.
Prenosi
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