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Destination brand equity among the host community : a potential source of comparative advantage for DMO's

Pike, Steven & Scott, Noel (2009) Destination brand equity among the host community : a potential source of comparative advantage for DMO's. Acta Turistica, 21(2), pp. 160-183.

Abstract

Since the emergence of the destination branding literature in 1998, there have been few studies related to performance measurement of destination brand campaigns. There has also been little interest to date in researching the extent to which a destination brand represents the host community’s sense of place. Given that local residents represent a key stakeholder group for the destination marketing organisation (DMO), research is required to examine the extent to which marketing communications have been effective in enhancing engagement with the brand, and inducing a brand image that is congruent with the brand identity. Motivated by conceptual and practical aims, this paper reports the trial of a hierarchy of consumer-based brand equity (CBBE) for a destination, from the perspective of residents as active participants of local tourism. It is proposed that strong levels of CBBE among the host community representsa strong level of CBBE among the host community represents a source of comparative advantage for a destination, for which the DMO could proactively develop into a competitive advantage.

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ID Code: 32114
Item Type: Journal Article
Keywords: Tourism, Destination marketing, Host community, Brand equity
ISSN: 0353-4316
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > TOURISM (150600)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Copyright Owner: Copyright 2009 (please consult the authors).
Deposited On: 05 May 2010 10:44
Last Modified: 22 Aug 2012 15:26

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