Gaming Destination Images: Implications for Branding

摘要

The study examines brand images and perceptions of Las Vegas, Atlantic City, Chicagoland (IL, IN), and Connecticut to reveal their perceived strengths and weaknesses.The brand images are analyzed through a combination of quantitative and qualitative measures. Significant differences between the four destinations are found, revealing strengths and weaknesses across 19 cognitive variables,4 affective variables,and overall image and behavioral intentions.These results are enhanced with answers to open-ended questions about each gaming market, which surface additional cognitive and affective associations. Interestingly, no brand personality descriptors are mentioned in the open-ended responses, questioning the applicability of brand personality scales to tourist destinations. Well-known destination brands are associated with high awareness and familiarity, more positive overall images, and more affective descriptions, which might have a halo effect on evaluations of cognitive attributes, visitation intention, and word of mouth. The study provides theoretical, methodological, and practical implications for destination branding.