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Factors Influencing the Perception of Destination Brand Luxuriousness

Zoran Krupka, Andreja Dobra, Goran Vlašić

Abstract


The main purpose of this paper is to identify and investigate the factors that
influence the building and managing of luxury destination brands. Based on
a review of existing literature, the authors identified eight crucial factors:
accommodation quality, quality of gastronomy offers, premium price, service
quality, luxury shopping, unique experience, transportation infrastructure, and
celebrity. The research was conducted on a sample of 619 respondents from 16
countries. Factor and regression analyses were used. The results indicate that the
availability of celebrity and luxury shopping has the strongest significant influence
on luxury destination brand building, while the impact of accommodation
quality and a premium price is non-significant, and, interestingly, transportation
infrastructure has a negative and significant impact. A convenience sample and
the possibility of omitting certain factors (e.g. safety) from the research represent
the main research limitations. This research contributes to marketing and brand
management literature by identifying and investigating the factors that help
in building and managing a luxury destination brand, which to date has been
neglected in literature.

Keywords


brand management, luxury, destination, building factors, luxury branding

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