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Destination branding case study : tracking brand equity for an emerging destination between 2003 and 2007

Pike, Steven D. (2010) Destination branding case study : tracking brand equity for an emerging destination between 2003 and 2007. Journal of Hospitality and Tourism Research, 34(1), pp. 124-139.

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Abstract

Place branding has become a major focus of operations for destination marketing organizations (DMOs) 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 relations to analyzing destination brand effectiveness over time. This article reports an attempt to oprationalize the concept of consumer-based brand equity (CBBE) for an emerging destination 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 student at the commencement of a new destination brand campaign. The key finding was there was no change in perceived performance for the destination across the brand's performance indicators and CBBE dimensions. Because of the common challenges faced by DMOs worldwide, it is suggested the CBBE hierarchy provides destination marketers with a practical tool for evaluation brand performance over time.

Impact and interest:

19 citations in Scopus
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9 citations in Web of Science®

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ID Code: 29714
Item Type: Journal Article
Additional URLs:
Keywords: Destination Branding, Brand Equity, Destination Marketing
DOI: 10.1177/1096348009349820
ISSN: 1096-3480
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 2009 SAGE Publications (India)
Deposited On: 18 Jan 2010 09:44
Last Modified: 01 Mar 2012 00:02

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