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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  

Maja Konecnik Ruzzier

University of Ljubljana - Faculty of Economics

William C. Gartner

University of Minnesota

Date Written: March 14, 2013

Abstract

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

Konecnik Ruzzier, Maja and Gartner, William C., Customer-Based Brand Equity for a Destination (March 14, 2013). Annals of Tourism Research, 2007, Vol. 34, No. 2, pp. 400-421. Available at SSRN: https://ssrn.com/abstract=2233732

Maja Konecnik Ruzzier (Contact Author)

University of Ljubljana - Faculty of Economics ( email )

Kardeljeva ploscad 17
Ljubljana, 1000
Slovenia

William C. Gartner

University of Minnesota ( email )

Pharmaceutics
308 Harvard Street SE
Minneapolis, MN 55455
United States

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