Banca de QUALIFICAÇÃO: JOSÉ WILLIAM DE QUEIROZ BARBOSA

Uma banca de QUALIFICAÇÃO de DOUTORADO foi cadastrada pelo programa.
STUDENT : JOSÉ WILLIAM DE QUEIROZ BARBOSA
DATE: 18/08/2025
TIME: 15:00
LOCAL: https://meet.google.com/zjx-fskj-ixb
TITLE:

Destination Brand Love and its Relationship with Destination Brand Performance: scaledevelopment and validation

KEY WORDS:

Destination Brand Love; Brand Performance; Scale; Destination Brand; TouristDestination.

PAGES: 79
BIG AREA: Ciências Sociais Aplicadas
AREA: Turismo
SUMMARY:

The existing literature in marketing and tourism has addressed the phenomenon ofDestination Brand Love (DBL) and its implications for the strategic management of tourism brands.However, there remains a theoretical gap in the precise measurement of the DBL construct, especiallyconsidering the intrinsic particularities of the tourism context. In light of this, the present study aims topropose a scale for DBL and investigate its relationship with Brand Performance (BP). The researchadopts a mixed-method, exploratory-descriptive approach, grounded in the hypothetico-deductivemethod and positivist epistemology. The qualitative phase will involve in-depth interviews withindividuals who have previously traveled to well-established tourist destinations. The interview scriptwill be developed based on prior studies on DBL to obtain detailed information. Data analysis willfollow the thematic categorical content analysis technique, with systematic coding. The results will guidethe construction of the questionnaire for the quantitative phase, which will undergo semantic analysis andpre-testing before application. In the quantitative phase, participants will include individuals aged 18 andover, residing in Brazil, with prior travel experience to well-established tourist destinations. Datacollection will occur both online (Google Forms) and in person. The sample will be randomly divided into two subsamples for Exploratory Factor Analysis (EFA) and Confirmatory Factor Analysis (CFA).Analyses, conducted using IBM SPSS Statistics 22, will include descriptive statistics and StructuralEquation Modeling (SEM) to test the relationships between DBL and BP, in addition to assessingconvergent, discriminant, and nomological validity. The theoretical contributions of this research lie inthe development and validation of a DBL scale specifically adapted to the tourism domain, providing arobust and potentially replicable instrument for future studies in the field of brand love in tourism. Interms of managerial implications, this investigation offers important informational support for optimizingdestination marketing plans. The proposed DBL scale will enable tourism marketing professionals todevelop branding strategies focused on building emotional bonds.

COMMITTEE MEMBERS:
Externo à Instituição - EDSON CRESCITELLI - USP
Presidente - 1675246 - LISSA VALERIA FERNANDES FERREIRA
Externo ao Programa - 1679532 - LUIS ROBERTO ROSSI DEL CARRATORE - nullInterno - 1160199 - SERGIO MARQUES JUNIOR