Abstract
The general objective of this work is to better understand the effect of new mechanisms that can enhance loyalty towards ERASMUS+ destinations. A quantitative empirical study was carried out through ERASMUS+ students in Spain. The results show that the perception of cool city image and the transformative experience of ERASMUS+ students have a positive effect on students loyalty to the city where they carried out their ERASMUS+ stay. The results also confirm the positive influence of the perception of cool city image on the transformative experience of ERASMUS+. The findings are of value to the literature and the professional sector alike. Firstly, in terms of literature, the relevance of a variable barely treated by literature, such as the cool image, is demonstrated in a context that is little exploited, such as that of ERASMUS+ destinations. Regarding the practical implications of the work, this work highlights that for ERASMUS+ students to be loyal to the destination, the destination must be projected in such a way that they perceive it as original, extroverted, vibrant and lively. This strategy can be carried out through all its communication channels (social networks, events, website, advertising, among others). Additionally, to enhance the transformative experience for ERASMUS+ students, it is important to promote events where visitors interact with local residents and their culture, as well as exhibitions in public spaces to learn more about the history and important places in the city.
Presenters
Francisco Peco TorresSenior Lecturer, Marketing and Market Research, University of Granada, Spain Hazel Andrews
Professor of Culture, Tourism and Society, Liverpool John Moores University, Liverpool, United Kingdom Ana Isabel Polo Peña
Full Professor, Marketing and Market Research, University of Granada, Granada, Spain
Details
Presentation Type
Paper Presentation in a Themed Session
Theme
2024 Special Focus—Tourism, Leisure and Change: Transforming People and Places
KEYWORDS
TRANSFORMATIVE EXPERIENCE, COOLNESS, LOYALTY
Digital Media
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