ABSTRACT This study develops a conceptual framework for destination brand equity that goes beyond image by adapting and expanding a multidimensional consumer-based brand equity scale for application within a tourism context. The empirical results, based on a consumer survey in Malaysia (n = 326) measuring the brand dimensions of Korea, identify the relational linkages between four principle brand equity dimensions (brand awareness, brand image, brand associations, and brand loyalty), and overall customer-based brand equity. The importance of brand image, associations, and awareness is confirmed, and the mediating role of brand loyalty in building destination brand equity is highlighted.
In this dramatic story in John’s Gospel, we see the extent of the love of Jesus. He doesn’t require us to clean ourselves up before coming to him. His grace meets us wherever we are and then powerfully transforms us from the inside out. The group discussion this week has time for both individual and group reading and reflecting. There is great power in reading and discussing Scripture in community, so after each person completes the individual portion, prayerfully engage John 5:1-18 together.
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 r...
The success of marketing destinations for Muslim tourists could be guided by observing Islamic teachings in tourism activities. This study is a trial to explore which Islamic attributes of destinations could be used a base for tailoring Halal tourist packages. Qualitative data were collected by conducting two focus group discussions and fifty three interviews in Malaysia. Two major aspects are identified which may attract Muslim tourists. Some suggestions are also presented to satisfy Muslim tou...
This article investigates the concept of customer-based brand equity for a tourism destination, which has been introduced into the tourism literature only a few years ago. Specifically, it investigates whether differences between renewal and repeat tourists exist in their evaluation of a tourism destination. A theoretically proposed model, encompassing the dimensions of awareness, image, quality, and loyalty, was empirically verified for the European tourism destination Slovenia from the perspec...
Despite the significance of destination branding in both academia and industry, literature on its conceptual development is limited. The current study aims to develop and test a theoretical model of destination branding, which integrates the concepts of the branding and destination image. The study suggests unique image as a new component of destination brand associations. It is proposed that the overall image of the destination (i.e., brand image) is a mediator between its brand associations (i...
#1Tho D. Nguyen(University of Western Sydney)H-Index: 14
#2Nigel J. Barrett(UTS: University of Technology, Sydney)H-Index: 9
Last. Kenneth E. Miller(UTS: University of Technology, Sydney)H-Index: 11
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Purpose – This paper seeks to compare some key antecedents of brand loyalty between two emerging markets: Thailand and Vietnam.Design/methodology/approach – Using a sample of 603 female consumers of international shampoo brands, including 304 consumers in Bangkok, Thailand and 299 users in Hanoi, Vietnam, a model was tested that incorporates key determinants of brand loyalty – perceived quality, brand awareness, advertising attitudes, and distribution intensity – by means of structural equation ...
#2Seyhmus Baloglu(UNLV: University of Nevada, Las Vegas)H-Index: 41
The purpose of this research was to investigate the perceived destination personality of Las Vegas and to examine the relationships among destination personality, self-congruity, and tourist’s behavioral intentions. A convenience sample of 382 visitors to Las Vegas was surveyed, and 368 usable questionnaires were analyzed. The findings of the study indicate that tourists ascribe personality characteristics to destinations and that the perceived destination personality of Las Vegas is five dimens...
The study investigated the identity of food in relation to Taiwan as a tourism destination. Tourism brochures and destination websites were assessed. Thereafter, a comparison on the identity of food was drawn between the materials used in destination marketing and the perspectives of destination stakeholders. The findings illustrated that the structure of food identity in relation to a destination includes a core and extended identity. The core and extended identity of food in Taiwan is inconsis...
#1Steven Pike(QUT: Queensland University of Technology)H-Index: 26
#2Constanza Bianchi(QUT: Queensland University of Technology)H-Index: 25
Last. Charles Patti(DU: University of Denver)H-Index: 11
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Purpose – Although the branding literature emerged during the 1940s, research relating to tourism destination branding has only gained momentum since the late 1990s. There remains a lack of theory in particular that addresses the measurement of the effectiveness of destination branding over time. The purpose of this paper is to test the effectiveness of a model of consumer‐based brand equity (CBBE) for a country destination.Design/methodology/approach – A model of CBBE was adapted from the marke...
#1Steven Pike(QUT: Queensland University of Technology)H-Index: 26
Place branding has become a major focus of operations for destination marketing organizations (DMOs) striving for differentiation in cluttered markets. The topic of destination branding has only received attention in the tourism literature since the late 1990s, and there has been relatively little research reported in relation to analyzing destination brand effectiveness over time. This article reports an attempt to operationalize the concept of consumer-based brand equity (CBBE) for an emerging...
This research focused on understanding the important of Supplementary Services (SS) and its role in enhancing Customer-Based Brand Equity (CBBE) in Five-stars Hotels in Cairo city in Egypt. In order to achieve this, the research dealt with the concepts of SS, its dimensions and CBBE concepts and its dimensions. The field study dealt with the role of SS in enhancing and improving CBBE by preparing a survey list and distributing it to 384 customers who benefit from the services provided in the fiv...
Abstract This paper examines the influence of sensation seeking and perceived ambience on attitudinal loyalty towards two traditional stopover destinations (Singapore, Hong Kong) and two emerging stopover destinations (Dubai, Abu Dhabi). A quasi-experimental design with two separate samples of participants shows that travelers’ perceived positive ambience and attitudinal destination loyalty was higher for the traditional stopover destinations than for the emerging destinations. In addition, sens...
#1Myriam Ertz(UQAC: Université du Québec à Chicoutimi)H-Index: 13
#2Emine Sarigöllü(Desautels Faculty of Management)H-Index: 18
Last. Omar Chehab(AUB: American University of Beirut)H-Index: 6
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Countries are increasingly competing with each other to attract tourists. However, little is known about how consumers' tourism‐related behaviors respond to country image endeavors, such as TV dramas. We propose that as an important image source TV dramas from a country contribute to crafting the country's brand image and thereby influence viewers' tourism related intentions. Considering the case of Turkish TV dramas and drawing on the Hierarchical Decision Model (HDM), a survey of 400 Arab view...
Last. Sanjit Kumar Roy(UWA: University of Western Australia)H-Index: 22
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The major purpose of place branding is to attract tourists and investors by enhancing the value proposition of a place through its unique regional identity. We undertake two studies to test the imp...
#2Liying Zhou(Guizhou University of Finance and Economics)
Competitions among enterprises are actually competitions among brands, and competitions among brands depend on the level of brand equity. Brand equity is vital for companies to strengthen their com...
Abstract A tourism live performance is a critical carrier of localism. It condenses local symbols and creates a significant approach to building a destination brand. However, to date, few studies have investigated this significant topic. To address the unresolved problem of the function and mechanism of the effect of a live performance on destination brand equity, this study employed a quantitative-dominant, concurrent nested mixed-method approach using 507 questionnaires (Study 1) and 14 semist...
Purpose: The study explores the interface of Competitive Productivity (CP) levels in times of turbulence. Methodology: Drawing from a sample of 507 Athenian holidaymakers, the study employs a fuzzy-set Qualitative Comparative Analysis (fsQCA) to examine the chaordic systems amongst perceived risks (social; destination; price; quality) in tourism purchasing intentions. It considers three grouping variables (age; monthly income; trip [domestic; overseas]). It further evaluates the effect sizes of ...