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Bragging Rights and Destination Marketing: A Tourism Bragging Rights Model

Published online by Cambridge University Press:  10 August 2012

Greg Kerr ,
Clifford Lewis  and
Lois Burgess
Greg Kerr
Affiliation:
Faculty of CommerceUniversity of WollongongAustralia
Clifford Lewis*
Affiliation:
Faculty of CommerceUniversity of WollongongAustralia
Lois Burgess
Affiliation:
Faculty of CommerceUniversity of WollongongAustralia
*
Address for correspondence Clifford Lewis, Institute of Innovation in Business and Social Research. Email: [email protected]
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Abstract

In a study seeking to understand destination choice, focus group participants consisting of travellers, mentioned the importance of ‘bragging rights’. Additionally, tourism marketers when interviewed about destination choice also referred to bragging rights. An online search of ‘travel’, ‘tourism’ and ‘bragging rights’ revealed thousands of links. Despite this, bragging rights has received limited attention in tourism research. This paper defines bragging rights, discusses its relevance to tourism and proposes a conceptual model suggesting how bragging rights can be managed by destination marketers to enhance destination image and consequently increase visitation.

Keywords

bragging rightsdestination choiceleisure tourismconspicuous consumptionstatus consumptioncool consumption
Type
Articles
Information
Journal of Hospitality and Tourism Management , Volume 19 , July 2012 , e15
Copyright
Copyright © The Authors 2012

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