Benchmarking consumer-based brand equity for an emerging destination
Pike, Steven D. (2005) Benchmarking consumer-based brand equity for an emerging destination. In 36th Annual Conference of Travel and Tourism Research Association, 12-15 June 2005, New Orleans, LA.
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Literature relating to the branding of tourism destinations only emerged in earnest during the past decade. Part of a longitudinal investigation of consumer decision sets, this paper reports the first attempt to operationalize the concept of consumer-based brand equity for an emerging destination. The purpose is to provide practical benchmarks, in the context of short break holidays, at the commencement of a new destination brand campaign. While the data does not provide a singular measure of brand equity, the structure of the results provides useful indicators in the destination’s most important market, for which the regional tourism organisation can judge the effectiveness of the brand campaign over time.
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|Item Type:||Conference Paper|
|Keywords:||Brand Equity, Destination Tourism, Tourism, Short Breaks, Regional Tourism|
|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 2005 [please consult the authors]|
|Deposited On:||03 Jun 2009 14:03|
|Last Modified:||05 Jan 2011 23:43|
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