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Assessing the impact of co-branding of island destination and tourism activities on tourists’ reactions

The aim of this study is to examine the status and images of certain islands based on specific tourism activities. A total of 385 valid samples were obtained from tourists at the islands' main transportation facilities. The results are as follows: (1) different island destinations are promoted differently, which significantly affects the perceptions of tourists. (2) Tourists' familiarity with various tourism activities and the rate of participation in these activities vary significantly between the islands; in addition, tourists display greater familiarity with beach/water activities and participate in these activities in higher proportions. (3) Greater consistency in the matching of island destinations with tourism activities helps produce a co-branding effect, which positively affects tourists' perception of these destinations. From a co-branding perspective, this study demonstrates that the empirical market positioning of island destinations must be consistent with the tourism activities that are possible to produce an optimal experience for the tourists. This comparison of different islands explains why the development of island tourism on such locations should involve the provision of information on rankings and tourism activities.