Este fin de semana estoy "jugando" con el modelo SEM (structural equation modeling) para el testeo de hipótesis. Con 333 respuestas conseguidas hasta ahora (espero lograr al menos 400, y necesito que haya un equilibrio entre residentes y extranjeros) he podido reproducir el modelo de Qu et. al. (2011).
Si alguien quiere responder la encuesta aquí la tiene en español y aquí en inglés.
Qu et. al (2011). A model of destination branding: Integrating the concepts of the branding and destination image (2011) Tourism Management, 32 (3) , pp. 465-476.
"Abstract
Despite the significance of destination branding in both academia and industry, literature on its conceptual development is limited. The current study aims to develop and test a theoretical model of destination branding, which integrates the concepts of the branding and destination image. The study suggests unique image as a new component of destination brand associations. It is proposed that the overall image of the destination (i.e., brand image) is a mediator between its brand associations (i.e., cognitive, affective, and unique image components) and tourists’ future behaviors (i.e., intentions to revisit and recommend). The results confirmed that overall image is influenced by three types of brand associations and is a critical mediator between brand associations and tourists’ future behaviors. In addition, unique image had the second largest impact on the overall image formation, following the cognitive evaluations."
Qu et. al (2011) analiza como se forma la imagen de Oklahoma. Yo en mi caso la de Mallorca.
Aquí tenéis una vista de pájaro del modelo que he construido inspirándome en Qu et. al (2011):
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