How Customer Experience Affects the Customer-Based Brand Equity for Tourism Destinations

Yang, Yan; Liu, Xiaoming; Li, Jun

doi:10.1080/10548408.2014.997959

Cited by 55 publications

(42 citation statements)

References 45 publications

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“…The overall attractiveness of any destination depends on how it is represented in the tourist's mind, as a summary mix of different components of destination brand (Blain, Levy & Ritchie, 2005;Pike 2004;Yang, Liu & Li, 2015). These brand components are integrated under the brand equity construct.…”

Section: The Cbbe-td As a Tool For Assessing Destination Attractivenessmentioning

confidence: 99%

How can brand equity for tourism destinations be used to preview tourists’ destination choice? An overview from the top of Tower of Babel

Dias

Cardoso

2017

TMS

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Abstract:Customer-based brand equity for tourism destinations (CBBE-TD) is a helpful construct to assess destination branding effectiveness. However, it would be even more useful if it could be integrated into a wider methodological approach articulating destination brand assessment with the destination choice process. This paper describes a new research programme -Favourite Destinations Worldwide -that includes three interrelated innovative tools: (1) the destination brand choice model that allows a better conceptualization of CBBE-TD in the context of destination choice; (2) the Tower of Babel platform, a multilingual online survey for data gathering, to assess CBBE-TD of all destinations competing in the world market; and (3) the Destination Brand Gnosis, a propriety software for qualitative data analysis, transforming the meta-data into a system for constantly evaluating brand attractiveness. Additionally, for illustrative purposes empirical data from two national samples is presented: Portuguese (N = 524) and Brazilian (N = 955). Besides presenting the preferred destination brands for Brazilian and Portuguese tourists, the results confirm a basic assumption supporting this research program related to the geographic polarization of the most valued destination brands: "dream destination brands" correspond to destinations located farther from respondents' home-places, in other continents, requiring long-haul air travel, while "favourite destination brands" are predominantly destinations located nearer, in respondents' own countries or neighbouring countries.Keywords: Brand equity, destination choice, dream destination, favourite destination. Resumo:O constructo "customer-based brand equity" de destinos turísticos (CBBE-TD) é útil na avaliação da eficácia das marcas de destinos turísticos. Mas seria ainda mais útil se fosse integrado numa abordagem ampla que articulasse a avaliação das marcas de destino com o processo de escolha de destinos. Este artigo descreve um novo programa de pesquisa -Favorite Destinations Worldwide -que inclui três ferramentas inovadoras inter-relacionadas: (1) o destination choice model que transpõe o CBBE-TD para o contexto da escolha de destinos; (2) a plataforma Tower of Babel, um inquérito online multilingue para avaliação do CBBE-TD de todos os destinos existentes no mercado mundial; e (3) o Destination Brand Gnosis, um software de análise de dados qualitativos que transforma meta-dados num sistema de monitorização da atratividade de marcas. Para ilustrar os propósitos desta abordagem empírica, são apresentados os resultados da amostra portuguesa (N = 524) e da brasileira (N = 955). Além de serem elencadas as marcas de destino preferidas dos brasileiros e portugueses, os resultados confirmam um pressuposto básico subjacente a este programa de investigação, que consiste na polarização geográfica das marcas de destino mais valiosas: as marcas de destino de sonho correspondem a destinos localizados longe da área de residência, noutros continentes, que exigem viagens aéreas de longo ...

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Section: The Cbbe-td As a Tool For Assessing Destination Attractivenessmentioning

confidence: 99%

How can brand equity for tourism destinations be used to preview tourists’ destination choice? An overview from the top of Tower of Babel

Dias

Cardoso

2017

TMS

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“…Vinh and Nga (2015) draw that destination brand awareness, destination brand image, destination perceived quality and destination brand loyalty effect each other positively. Yang et al (2015) explain that the service performance of a destination and word of mouth impact customer-based brand equity for a tourism destination. Hương et al (2015) describe customer-based brand equity from the perspective of behavioral intention.…”

Section: Literature Reviewmentioning

confidence: 99%

Customer-based brand equity index of Kurukshetra

Rani

2019

JTA

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Purpose This paper aims to analyze the customer-based brand equity index (CBBE-I) of Tourism Brand Kurukshetra. Design/methodology/approach For the purpose of this study, the author uses primary and secondary data on destination attractiveness of Tourism Brand Kurukshetra for a sample of 150 tourists including domestic and international. The study used structural equation modeling and factor weighting methods. Findings The research presents an investigation into the destination attractiveness index of Tourism Brand Kurukshetra in an emerging market, i.e. Kurukshetra. Tourism Brand Kurukshetra from the brand equity perspective is an attractive destination. Practical implications It suggests that the CBBE index of Kurukshetra ought to analyze a longitudinal study to get the proper image of Kurukshetra from a touristic perspective. It provides long-term attractiveness to enhance tourism. Originality/value This is the first brand equity study contributed to branding literature of Tourism Brand Kurukshetra. The index is an accomplished way to present the tourism condition of any destination.

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“…Many recent studies in tourism have been focused on the concept of place‐brand equity and its effects on attitudes and behaviors of individuals. Facing the increasing number of studies analyzing potential or actual visitors of a tourist destination (Herrero et al, ; Im, Kim, Ellio, & Han, ; Pike, Bianchi, & Kerr, ; Yang, Liu, & Li, ), Shafranskaya and Potapov () develop a new approach by considering the figure of residents. These authors establish, based on signalling theory (Connelly, Certo, Ireland, & Reutzel, ), that the place brand is a signal or promise of quality that should be communicated by local authorities (i.e., signallers) through branding activities targeted to specific groups (i.e., receivers), both external and internal.…”

Section: Literature Reviewmentioning

confidence: 99%

Explaining residents' attitudes towards tourism and tourists: A new approach based on brand theory

Martín

Salmones

Herrero

et al. 2018

Journal of Tourism Research

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Considering host communities as brands in the eyes of local people, our study examines how resident attitudes towards tourism and tourists are influenced by two brand factors: (a) equity perceptions related to their communities (i.e., brand equity) and (b) identification with their communities (i.e., brand identification). Our empirical results indicate that resident attitudes towards tourism are positively influenced by equity perceptions and identification, whereas attitudes towards tourists are positively influenced by attitudes towards tourism and identification with the community. These findings represent a step forward in better understanding how both types of resident attitudes are influenced by nontourism‐related factors.

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How Customer Experience Affects the Customer-Based Brand Equity for Tourism Destinations

Cited by 55 publications

References 45 publications

How can brand equity for tourism destinations be used to preview tourists’ destination choice? An overview from the top of Tower of Babel

How can brand equity for tourism destinations be used to preview tourists’ destination choice? An overview from the top of Tower of Babel

Customer-based brand equity index of Kurukshetra

Explaining residents' attitudes towards tourism and tourists: A new approach based on brand theory

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