Customer-Based Brand Equity for a Destination
Annals of Tourism Research, 2007, Vol. 34, No. 2, pp. 400-421
24 Pages Posted: 16 Mar 2013
Date Written: March 14, 2013
The paper introduces the concept of customer-based brand equity and applies it to a tourism destination brand. The theoretically proposed and empirically verified model complements previous research findings on a tourism destination’s evaluation from the customer’s perspective. In addition to numerous studies which have stressed the important role of a destination’s image, the results of our study imply that a destination’s image plays a vital role in a tourist’s destination evaluation but it is not the only brand dimension that should be considered. For a more complete evaluation, the dimensions of tourism destination awareness, quality and loyalty should also be taken into consideration.
Keywords: customer-based brand equity for a tourism destination, tourism destination brand, image, awareness, loyalty
JEL Classification: M31, M39
Suggested Citation: Suggested Citation