Community Stakeholders and the Perception of Tourism Downtowns: an Assessment of Brand Identity

• Line, Nathaniel D ^[1] ; Runyan, Rodney C ^{[2] [3]} ; Swinney, Jane L ^[4] ; Sneed, Christopher ^[5]
  1. [1] Florida State University

     Florida State University

     Estados Unidos

     
  2. [2] Texas State University–San Marcos

     Texas State University–San Marcos

     Estados Unidos

     
  3. [3] Lancaster University

     Lancaster University

     Lancaster, Reino Unido

     
  4. [4] Oklahoma State University System

     Oklahoma State University System

     Estados Unidos

     
  5. [5] University Of Tennessee System

     University Of Tennessee System

     Estados Unidos

     

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• Localización: Tourism analysis, ISSN 1083-5423, Vol. 21, Nº. 2-3, 2016, págs. 159-172
• Idioma: inglés
• Texto completo no disponible (Saber más ...)
• Resumen

  • The purpose of this article is to examine the brand identity of tourism-dependent downtowns as perceived by stakeholders in the community. From the theoretical perspective of the resource-based view of the firm, perceptions of local residents and downtown business owners are considered in terms of how each group perceives the downtown's brand. Specifically, this research seeks to identify and better understand differences in how these two groups attribute elements of the downtown's brand identity to overall downtown performance. Hypotheses are developed and tested using data collected from residents and downtown business owners in four tourism-dependent communities in the Midwestern US. The results suggest that whereas business owners attribute downtown success to both brand image and positioning, brand image alone affects residents' perceptions of downtown performance.