Application of Destination Brand Molecule on Destination Image and Brand Perception: An Exploratory Study

Tourism 58(4), 339-360

22 Pages Posted: 12 Apr 2010 Last revised: 23 Nov 2016

See all articles by Stanislav Hristov Ivanov

Stanislav Hristov Ivanov

Varna University of Management (VUM); Zangador

Steven F. Illum

Missouri State University

Yating Liang

Missouri State University

Date Written: 2010

Abstract

The paper is positioned in the domain of destination branding and image measurement research. It investigates the perceptions people have about a destination brand and the way they organise these perceptions in their minds. It employs and further develops the brand molecule concept introduced by Lederer and Hill (2001) and its extension into the destination brand molecule by Silver and Hill (2002). The research is exemplified by creating destination brand molecules for Las Vegas, Nevada, based on a survey of 2 groups of respondents in Bulgaria and the USA. Results show that Bulgarian respondents have wider and more dispersed views about the Las Vegas brand, while USA respondents have few but more concentrated associations. Managerial implications and further research are also discussed.

Keywords: destination marketing, branding, brand molecule, concept maps, associations, Las Vegas

Suggested Citation

Ivanov, Stanislav Hristov and Illum, Steven F. and Liang, Yating, Application of Destination Brand Molecule on Destination Image and Brand Perception: An Exploratory Study (2010). Tourism 58(4), 339-360. Available at SSRN: https://ssrn.com/abstract=1586263 or http://dx.doi.org/10.2139/ssrn.1586263

Stanislav Hristov Ivanov (Contact Author)

Varna University of Management (VUM) ( email )

13 Oborishte Street
Varna, 9000
Bulgaria
+359 898 680713 (Phone)

HOME PAGE: http://www.vumk.eu

Zangador ( email )

Varna, 9010
Bulgaria

HOME PAGE: http://www.zangador.eu

Steven F. Illum

Missouri State University ( email )

901 South National Avenue
Springfield, MO 65897
United States

Yating Liang

Missouri State University ( email )

901 South National Avenue
Springfield, MO 65897
United States

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