Can,A., Ekinci, Y. and Dilek Fidler, S. 2023. Do Blue Flag promotions influence tourists’ willingness to pay a price premium for coastal destinations? Tourism Management . 98. https://doi.org/10.1016/j.tourman.2023.104767
| Title | Do Blue Flag promotions influence tourists’ willingness to pay a price premium for coastal destinations? |
|---|---|
| Type | Journal article |
| Authors | Can,A., Ekinci, Y. and Dilek Fidler, S. |
| Abstract | The Blue Flag is a popular eco-label in tourism. This study aims at examining the effectiveness of Blue Flag promotion on tourists' willingness to pay a price premium to coastal destinations via two online experiments. Study 1 shows (n = 152) that the Blue Flag stimulates higher willingness to pay a price premium for coastal destinations directly as well as indirectly through self-congruity and destination brand identification. Study 2 (n = 160) used a new sample to enhance external validity and generalizability of the Study 1 findings. Study 2 shows that destination brand quality and destination brand identification serially mediate the effect of Blue Flag promotions on the tourist's willingness to pay a price premium. The findings suggest that destination managers should deploy the Blue Flag Logo in destination promotions to enhance self-congruence, destination brand identification, perceived destination quality, and the tourist's willingness to pay a price premium. |
| Journal | Tourism Management |
| Journal citation | 98 |
| ISSN | 0261-5177 |
| 1879-3193 | |
| Year | 2023 |
| Publisher | Elsevier |
| Publisher's version | License CC BY 4.0 File Access Level Open (open metadata and files) |
| Digital Object Identifier (DOI) | https://doi.org/10.1016/j.tourman.2023.104767 |
| Publication dates | |
| Published | Oct 2023 |