Articlebronze2007

Consumer-Based Brand Equity for Destinations

148 citations0/0 files storedJournal of Travel & Tourism Marketing

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Diverse Aspects of Tourism Research Marketing and Advertising Strategies Consumer Behavior in Brand Consumption and Identification

Abstract

Destination marketing organizations (DMO) worldwide are increasingly focusing attention on place branding. However, there has been relatively little research on the topic reported in the academic literature. In particular there is a paucity of research regarding performance measures for destination brand campaigns. This paper reports an attempt to operationalize the concept of consumer-based brand equity (CBBE) for an emerging destination. The purpose was to provide benchmarks at the commencement of a new destination brand campaign, for which the DMO will be able to use to track performance over time.

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References

1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity 1995Building Strong Brands 1991Managing Brand Equity 2003The meaning and measurement of destination image.2007Strategic Brand Management 2002Destination image 1995Brand Equity, Brand Preference, and Purchase Intent 2002Destination image analysis—a review of 142 papers from 1973 to 2000

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2010Place branding research: A cross-disciplinary agenda and the views of practitioners

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