Destination brand equity for Australia : testing a model of CBBE in short haul and long haul markets
Data(s) |
2016
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Resumo |
The study of destination brand performance measurement has only emerged in earnest as a field in the tourism literature since 2007. The concept of consumer-based brand equity (CBBE) is gaining favour from services marketing researchers as an alternative to the traditional ‘net-present-value of future earnings’ method of measuring brand equity. The perceptions-based CBBE model also appears suitable for examining destination brand performance, where a financial brand equity valuation on a destination marketing organisation’s (DMO) balance sheet is largely irrelevant. This is the first study to test and compare the model in both short and long haul markets. The paper reports the results of tests of a CBBE model for Australia in a traditional short haul market (New Zealand) and an emerging long haul market (Chile). The data from both samples indicated destination brand salience, brand image, and brand value are positively related to purchase intent for Australia in these two disparate markets. |
Formato |
application/pdf |
Identificador | |
Publicador |
SAGE Publications |
Relação |
http://eprints.qut.edu.au/59273/2/Destination_CBBE_for_Australia_%28final_revised_version_090413%29.pdf DOI:10.1177/1096348013491604 Pike, Steven & Bianchi, Constanza (2016) Destination brand equity for Australia : testing a model of CBBE in short haul and long haul markets. Journal of Hospitality and Tourism Research, 40(1), pp. 114-134. |
Direitos |
Copyright 2013 International Council on Hotel, Restaurant and Institutional Education |
Fonte |
QUT Business School; School of Advertising, Marketing & Public Relations |
Palavras-Chave | #150604 Tourism Marketing |
Tipo |
Journal Article |