Developing a Cohesive Position for Rural Tourism - The Role of Image Congruence

Power, John (2005) Developing a Cohesive Position for Rural Tourism - The Role of Image Congruence. In: Recent Developments in Tourism Research Conference, 6th - 8th October 2005, University of Algarve, Faro, Portugal.


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Image congruity theory has received great interest by marketing academics over the decades. However, to date most of the research concerning image congruity is centred around consumer goods and based on the assumption that the greater the image similarity between consumer and brand, the more favourable the relationship between the two. This paper aims to investigate this issue and apply the long-standing theoretical concept of image congruence to tourism, and more specifically the Irish rural tourism product, through the development and testing of a conceptual model. The author uses the metaphor of ‘brand as person’ to present a conceptual framework that illustrates the interrelationship between consumer (visitor), rural destination, and tourism service provider. This paper aims to illustrate how important the management of this interrelationship is in order to effectively market a destination to a target audience. The paper concludes with a discussion of research directions and implications for theory and managerial practice. A joint Irish / Welsh rural tourism marketing initiative based in the South East of Ireland will provide a context for the empirical work.

Item Type: Conference or Workshop Item (Paper)
Departments or Groups: Waterford Crystal Marketing Studies Group
Divisions: School of Business > Department of Management and Organization
Depositing User: John Power
Date Deposited: 24 May 2007 13:52
Last Modified: 22 Aug 2016 10:25

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