Consumer-based brand equity for Australia as a long haul tourism destination in an emerging market

Pike, Steven D., Bianchi, Constanza, Kerr, Gayle F., & Patti, Charles (2010) Consumer-based brand equity for Australia as a long haul tourism destination in an emerging market. International Marketing Review, 27(4).


Purpose: Although the branding literature emerged during the 1940s, research relating to tourism destination branding has only gained momentum since the late 1990s. There remains a lack of theory in particular that addresses the measurement of the effectiveness of destination branding over time. The purpose of the research was to test the effectiveness of a model of consumer-based brand equity (CBBE) for a country destination.---------- Design/methodology: A model of consumer-based brand equity was adapted from the marketing literature and applied to a nation context. The model was tested by using structural equation modelling with data from a large Chilean sample (n=845), comprising a mix of previous visitors and non-visitors. The model fits the data well. Findings: This paper reports the results of an investigation into brand equity for Australia as a long haul destination in an emerging market. The research took place just before the launch of the nation’s fourth new brand campaign in six years. The results indicate Australia is a well known but not compelling destination brand for tourists in Chile, which reflects the lower priority the South American market has been given by the national tourism office (NTO).---------- Practical implications: It is suggested that CBBE measures could be analysed at various points in time to track any strengthening or weakening of market perceptions in relation to brand objectives. A standard CBBE instrument could provide long-term effectiveness performance measures regardless of changes in destination marketing organisation (DMO) staff, advertising agency, other stakeholders, and budget.---------- Originality/value: This study contributes to the nation-branding literature by being one of the first to test the efficacy of a model of consumer-based brand equity for a tourism destination brand.

Impact and interest:

45 citations in Scopus
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36 citations in Web of Science®

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ID Code: 32115
Item Type: Journal Article
Refereed: Yes
Additional URLs:
Keywords: Tourism, Destination marketing, Chile, Australia, Brand equity
ISSN: 0265-1335
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 2010 Emerald Group Publishing Ltd.
Deposited On: 05 May 2010 00:03
Last Modified: 29 Feb 2012 14:16

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