Do You Love Me? Analysis of the Tourist Destination Natal-RN through the Lovemarks Theory
Brand Love; Place Branding; Lovemarks; Tourist destination.
It is noticeable, especially in the consumption of products and services, that there are some brands loved by their consumers. The Lovemarks Theory, proposed by Kevin Roberts, states that brands must relate to their customers at a high level of emotional bond, causing a feeling of love between person and brand. This construct has been studied in areas such as marketing and consumer behavior, but it still lacks a deeper understanding in the scope of tourism research, especially in relation to tourist destinations. Therefore, the present study aims to analyze the tourist destination Natal-RN based on the Lovemarks Theory. The aforementioned theory states that a brand is considered a brand of affection when customers feel a high level of love (mystery, sensuality and intimacy) and respect (trust, reputation and performance) for it. It is, therefore, a descriptive-exploratory investigation with a quantitative approach. Data collection takes place through a questionnaire designed to obtain the perception of tourists in relation to love and respect towards the brand of the destination Natal-RN. Data analysis will be done with the help of SPSS software, using structural equation modeling, in order to test the model proposed in the study, in order to verify if there is a positive relationship between the dimensions of the Lovemarks Theory in the context of tourist destination. With the accomplishment of this research, it is expected to contribute in the academic and managerial perspective. The results obtained will be able to help in the optimization of the resources destined to the marketing plans of destinations, supporting the creation of strategies for the consolidation of a tourist brand of the locality that guarantees presence in the hearts and minds of the visitors, culminating in greater performance in the market and better positioning of the destination.