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.
| Original language | English |
|---|---|
| Article number | 104767 |
| Number of pages | 12 |
| Journal | Tourism Management |
| Volume | 98 |
| Early online date | 21 Apr 2023 |
| DOIs | |
| Publication status | Early online - 21 Apr 2023 |
Keywords
- Blue Flag
- self-congruity
- destination brand identification
- sustainability
- willingness to pay a price premium
Datasets
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Dataset for 'Do Blue Flag promotions influence tourists’ willingness to pay a price premium for coastal destinations?'.
Can, S. (Creator), University of Portsmouth, 25 Apr 2023
DOI: 10.17029/83666fa8-271f-4bb2-95dd-c1484a01c4f7
Dataset
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