The impact of integrated marketing communications consistency on destination brand equity in times of uncertainty: the case of Croatia

PurposeThis paper aims to examine how message consistency pursued through integrated marketing communications (IMC) can build a strong destination brand equity in a very dynamic environment and whether this process is affected by the perceived risk of COVID-19.Design/methodology/approachData collection was conducted among 333 international tourists visiting Croatia, a destination that has experienced a remarkable boom in the summer/autumn season of 2021, regardless of the pandemic. Partial least squares–structural equation modelling (PLS-SEM) was used for data analysis.FindingsResults show that IMC consistency has a significant impact on the four destination brand equity dimensions, i.e. awareness, image, perceived quality and loyalty. This influence is found to be the highest on destination brand awareness and the lowest on destination brand loyalty. Perceived risk of COVID-19 moderates the impact of message consistency on brand image and perceived quality.Originality/valueTo the best of the authors' knowledge, this is the first study that examines the role of IMC consistency in a tourism context during turbulent times. The impact of IMC consistency is analyzed on different components of destination brand equity, which addresses the most recent research call from tourism literature. The moderating effects of perceived risk are considered, thus providing additional implications in a context of high uncertainty. Finally, IMC consistency is assessed from the consumer rather than managerial viewpoints, thus adopting the necessary outside-in approach embedded in the IMC idea.

Examining relationships between precautionary measures taken for COVID-19 at the destination, service quality, brand equity and behavioral intention: a comparison market segments

This study examines the relationships between the precautionary measures taken for COVID-19 (PMC) at the destination and destination service quality (DSQ), destination brand equity (DBE), and tourists' behavioral intention, and it also investigates the moderating role of PMC between these variables. In addition, this study also examines whether the relationship between the variables is different for domestic and international visitors, as well as being first-time/repeat visitors. The quantitative research method was implemented to test research hypotheses, and it was exploited the survey for research data. Overall, 423 valid data were collected from tourists who came to the Turkey-Fethiye destination between July and October 2021. The structural equation model was established, and was tested the research hypotheses with the help of path analysis. The findings showed that the PMC had significant impacts on tourists' perceptions of DSQ, DBE, and their behavioral intention. On the other hand, while the DBE and behavioral intention are positively affected by DSQ, the PMC has a moderating role in the relationships between these variables. Finally, the empirical results provide theoretical and practical implications for destination managers for the development of safety measures in tourism services and the design of effective actions to gain a competitive advantage.