Tourism Destination Brand Equity Dimensions

Abstract

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 perspective of German tourists. The results imply that the dimensions of image and quality play the most important role in tourists’ evaluation of a destination, regardless of whether they are first-time visitors or repeaters. Results also reveal differences in importance for the dimensions of awareness and loyalty between renewal and repeat tourists. Drawing on the results, the article offers some implications for tourism organizations in developing and implementing destination marketing strategies in foreign markets.

The Causal Relationships between Components of Customer-Based Brand Equity for a Destination: Evidence from South Korean Tourists in Danang City, Vietnam

“…Destination image is "an interactive system of thoughts, opinions, feelings, visualizations, and intentions toward a destination" (Tasci et al, 2007). Image is used not only to aid the tourist in reducing the risks related to visiting a place he/ she knows a little about but also to counteract negative attributes that may have been acquired through media sources (Gartner and Ruzzier, 2011).…”

“…It is proved over time that evaluating quality is a difficult task, yet customers personally keep evaluating quality and providing various benchmarks for comparison. Quality is commonly understood as responding to or going beyond expectations (Gartner and Ruzzier, 2011). According to Pike et al (2010) destination perceived quality is related to the perceptions of the quality of a destination's infrastructure, hospitality services and amenities such as accommodation.…”

Brand Equity of Lahore Fort as a Tourism Destination Brand

“…Destination marketing researchers in particular have challenged the replication of brand theory to investigate tourist destinations (Gartner & Ruzzier, 2011). These researchers believe that destination brands are complex to investigate and brand managers have very little control due to the involvement of many other stakeholders (Morgan, Pritchard, & Pride, 2002).…”

“…The first step to create brand equity is the generation of brand awareness in the minds of consumers, which is also true in the case of destination brands (Gartner & Ruzzier, 2011). Brand awareness plays a central role in the choice of a destination (Chon, 1992).…”

“…The consumer's positive intent towards these characteristics increase the overall brand equity of destination brands (Washburn & Plank, 2002). Brand awareness and image have been identified as core attributes which contribute to enhance destination brand equity (Boo et al, 2009;Gartner & Ruzzier, 2011). Hence, these elements are considered pivotal in studies where brand equity was measured for destination brands.…”