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Destination branding : analysing brand equity for Queensland's Coral Coast

Pike, Steven D. (2008) Destination branding : analysing brand equity for Queensland's Coral Coast. In Richardson, Scott, Fredline, Liz, Patiar, Anoop, & Ternel, Megan (Eds.) 18th Annual Council for Australian University Tourism and Hospitality Education Conference : Where the Bloody Hell Are We?, 11–14 February 2008, Gold Coast International Hotel, Queensland.

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Abstract

Place branding has become a major focus of operations for destination marketing organisations (DMO) 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. This paper reports an attempt to operationalise the concept of consumer-based brand equity (CBBE) for an emerging desintation over two points in time. The purpose of the project was to track the effectiveness of the brand in 2007 against benchmarks that were established in a 2003 study at the commencement of a new destination brand campaign. For the destination of interest the CBBE model matched the new brand campaign objectives. Due to the common challenges faced by DMOs world wide, it is suggested CBBE provides destination marketers with a practical tool for evaluating brand performance over time.

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ID Code: 20917
Item Type: Conference Paper
Additional URLs:
Keywords: Destination Marketing, Destination Branding, Performance Mearsurement
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > TOURISM (150600) > Tourism Marketing (150604)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Copyright Owner: Copyright 2008 [please consult the author]
Deposited On: 02 Jun 2009 09:50
Last Modified: 05 Jan 2011 23:42

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