Clarifying the Concept of Customer-Based Brand Equity for a Tourism Destination
Annales, Series Historia et Sociologia, 20, 2010, 1, pp. 189-200.
12 Pages Posted: 14 Mar 2013 Last revised: 17 Mar 2013
Date Written: March 14, 2013
The paper introduces the concept of customer-based brand equity for a tourism destination and thereby completes previous tourism destination studies which have exclusively investigated the destination image concept. Since no other authors have combined the four proposed dimensions (awareness, image, quality and loyalty) to evaluate a destination, the key purpose of the qualitative research was to clarify the customer-based brand equity concept that will be the subject of descriptive and causal research. The study instrument was originally prepared to analyze Slovenia as a tourism destination. In-depth interviews with potential tourists were employed in our qualitative research which served as a pre-step in further measurement instrument preparations.
Keywords: customer-based brand equity, tourism destination, tourist behavior, exploratory research, in-depth interviews
JEL Classification: M31, M39
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