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Assessing the Impact of Festival Brand Congruency on Destination Brands Using Schema Theory

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Title: Assessing the Impact of Festival Brand Congruency on Destination Brands Using Schema Theory
Author: Quan, Haiyun
Department: School of Hospitality, Food and Tourism Management
Program: Management
Advisor: Elliot, StatiaChoi, ChrisSmith, Stephen
Abstract: Hosting festivals to improve destination appeal is a popular strategy in tourism practice nowadays. Match-up theories suggest that visitors use preconceived brand knowledge to search for congruity between co-marketed products, and that a matched alliance is preferable. Yet according to Mandler’s (1982) schema incongruity theory, moderately incongruent objects generate more favourable responses than do congruent objects. This theory has been tested in marketing studies but little empirical research is found in the tourism context. The purpose of this study is to examine the impact of festival brand congruency on tourism destination brand attitude and visit intention to provide implications for destination branding practices. This study contributes to tourism literature on image incongruity in destination branding. Results suggest that leading destinations benefit more from congruent festivals, whereas second-tier destinations benefit more from incongruent festivals. The finding provides practical implication for destination marketers in selecting festivals to better promote destinations.
Date: 2016-01
Rights: Attribution-NoDerivs 2.5 Canada
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Attribution-NoDerivs 2.5 Canada Except where otherwise noted, this item's license is described as Attribution-NoDerivs 2.5 Canada