Extending the Tourism Destination Image Concept into Customer-Based Brand Equity for a Tourism Destination

Economic Research, 2010, vol. 23, no. 3, pp. 24-42

19 Pages Posted: 15 Mar 2013  

Maja Konecnik Ruzzier

University of Ljubljana - Faculty of Economics

Date Written: March 14, 2013

Abstract

This paper explores the demand-side perspective on tourism destination phenomenon and investigates whether more comprehensive measure for its evaluation could be applied to the destination brand. Unlike many previous studies dealing mostly with a tourism destination image concept, the approach employed in this paper proposes a more comprehensive measure of destination image and includes the dimensions of tourism destination awareness, quality, and loyalty. The theoretically proposed model was empirically verified for two competitive European tourism destinations (Slovenia and Austria) from the perspective of two culturally heterogeneous tourist markets (Germans and Croatians). The results imply that the traditionally investigated image concept represents the most important dimension in a destination’s evaluation. However, for a more comprehensive evaluation the dimensions of tourism destination awareness, quality and loyalty should be added. Drawing on the results, the paper also offers some implications for tourism organizations in developing and implementing destination marketing strategies in foreign markets.

Keywords: brand, destination, image, tourist, customer-based brand equity

JEL Classification: M31, M39

Suggested Citation

Konecnik Ruzzier, Maja, Extending the Tourism Destination Image Concept into Customer-Based Brand Equity for a Tourism Destination (March 14, 2013). Economic Research, 2010, vol. 23, no. 3, pp. 24-42. Available at SSRN: https://ssrn.com/abstract=2233198

Maja Konecnik Ruzzier (Contact Author)

University of Ljubljana - Faculty of Economics ( email )

Kardeljeva ploscad 17
Ljubljana, 1000
Slovenia

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