The mediating role of brand experience in a mid-sized city

Abstract

Increasing the attractiveness of mid-sized cities is a cross-cutting challenge within the context of the European Union, and specifically for Portugal. In this sense, we evaluate the mediating effect of brand experience between the brand personality and brand attitude applied to the city of Guimarães. A survey was conducted to the tourists and 234 useable answers were collected. Results indicate that the tourists only perceive the sincerity inside the destination brand personality dimension and this influences the brand experience and consequently affects brand attitude. The mediator effect was also verified. A destination with these characteristics must create a familiar and happy environment. It should promote good experiences in terms of, feelings, emotions and positive thinking that will influence the brand attitude. Hence, the tourists will give a good feedback with their experience and could increase their loyalty towards the destination, thus increasing the probability of repeating the visit and recommending the city.