Branding new services in health tourism

Boga, Tanja C.; Weiermair, Klaus

doi:10.1108/16605371111127260

Cited by 22 publications

(17 citation statements)

References 39 publications

(37 reference statements)

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“…Another area of interest with a representative number of articles is travelling and tourism. There is a notable tendency in moving from pure travel-related topics, such as the search for/evaluation of travel destinations (Klenosky, 2002;Naoi, Airey, Iijima, and Niininen, 2006;Pike, 2012;Watkins and Gnoth, 2011) and car-sharing (Wilhelms, Henkel, and Falk, 2017;Schaefers, 2013) to health and medication related issues (Boga and Weiermair, 2011;Menvielle, Menvielle, and Tournois, 2014).…”

Section: Identification Of the Prevailing Laddering Approachesmentioning

confidence: 99%

Means-End Chain theory: a critical review of literature

Borgardt¹

2020

Prace Naukowe Uniwersytetu Ekonomicznego we Wrocławiu

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This study provides the first critical and systematic investigation of the literature on Means-End Chain theory after the groundbreaking book "Understanding Consumer Decision Making: The Means-End Approach to Marketing and Advertising Strategy" by Olson and Reynolds (2001). The sample of 157 articles published in the Science Direct, Emerald, and Wiley databases was investigated. The period covers scientific literature published from 2001 to 2018. The paper shows the main theoretical concepts, methodological approaches, research problems, and findings. The results of the literature review demonstrate that the Means-End Chain theory is an evolving area of research and is gaining importance in academia and management. Some important gaps in the knowledge of theoretical and methodological levels were identified, and the most important directions for further studies were proposed.

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Section: Identification Of the Prevailing Laddering Approachesmentioning

confidence: 99%

Means-End Chain theory: a critical review of literature

Borgardt¹

2020

Prace Naukowe Uniwersytetu Ekonomicznego we Wrocławiu

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“…From the theory proposed by Gutman (1982), researchers and practitioners have employed the MEC model to develop effective marketing plans, such as advertising and promotion, for firms (Boga & Weiermair, 2011;Jeng & Yeh, 2016;Kuisma, Laukkanen, & Hiltunen, 2007;Reynolds, Whitlack et al, 2000). MEC is applied to understand why consumers believe some attributes and consequences are more important to them than others when these become the means to an end (value) that they really expect from the product.…”

Section: Means-end Chain Theory As the Framework For The Present Studymentioning

confidence: 99%

Employing Mean-End-Chains theory to explore students’ values from school’s image characteristics - A case study of a business school in Ho Chi Minh City

Giang

Truong

Quynh

et al. 2021

HCMCOUJS - ECONOMICS AND BUSINESS ADMINISTRATION

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The literature shows that there are studies on students’ choices when enrolling in an institution. The findings from these studies help High Educational Institutions (HEIs) to improve their enrollment. However, not much literature explains how students (as consumers) explain the values they can get from HEIs’ image attributes. The present study employs Mean-End Chain (MEC) theory to explore students’ values by identifying attributes of HEIs images attributes from their perceptions with the following objectives: (1) to explore attributes of the selected school’s image from students’ perspectives, (2) to explore the connections between these attributes and values of individual students through consequences from these attributes. The soft-laddering interview is the method to collect data, and participants are first-year students who have just enrolled in the selected school in the last national enrollment in 2020. The research findings show that there are 12 attributes, which drive to eight values through 23 consequences (13 functional consequences and 10 psychosocial consequences), making students enroll in the selected school. The result from HVM states that there are five significant A-C-V linkages to explain which attributes have the most influence on students’ choice, and how these attributes affect their perceived values. Finally, the study also proposes suggestions for institutions to promote their enrollment practices and increase the quality of their enrolments.

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“…There are many scientific papers addressing the general issue of destination branding [8], [22], [20], [29], [58], [73]. In contrast, the number of research papers on health tourism branding is very small/limited [9].…”

Section: Tourismmentioning

confidence: 99%

Challenges in tourist destination branding in Serbia: The case of Prolom Banja

Perić¹,

Mandarić²

2020

Ekonomika preduzeća

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Competition among tourist destinations is becoming more prevalent as many destinations offer the same or similar attractions, which is why destination branding is becoming one of the primary goals of destination management and marketing. A brand has also become an important factor because it gives added value and commits to providing potential tourists with experience of something special in a specific destination. Therefore, it is important to create a perception of distinctiveness of a destination in the minds of tourists. Branding allows a tourist destination to achieve numerous economic effects, primarily reflected in the increase in the number of tourists, development of business, as well as in attracting new investments. Previous research conducted in our country has not sufficiently addressed tourist destination branding, which directed this research paper toward the challenges of branding tourist destinations in Serbia, with special reference to Prolom Banja - one of the destinations specializing in health tourism. This research aims to determine tourist perception of Prolom Banja, as well as to identify key elements that can influence the branding of Prolom Banja as a destination specializing in health tourism. The study was conducted in February 2019 using the survey method - questionnaire technique. The study sample consisted of 195 respondents. Using optimal statistical methods, the collected data were analyzed and the results of the research were presented. The findings show that tourists have a positive perception of Prolom Banja, while the healing Prolom water, employees, undisturbed natural beauty, wellness, and treatment center offer have been identified as significant elements that can influence the branding of Prolom Banja. Implications, research limitations and suggestions for future research were also presented.

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Branding new services in health tourism

Cited by 22 publications

References 39 publications

Means-End Chain theory: a critical review of literature

Means-End Chain theory: a critical review of literature

Employing Mean-End-Chains theory to explore students’ values from school’s image characteristics - A case study of a business school in Ho Chi Minh City

Challenges in tourist destination branding in Serbia: The case of Prolom Banja

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