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An application of the CBBE model to assess brand loyalty for a long haul travel destination

Bianchi, Constanza & Pike, Steven D. (2010) An application of the CBBE model to assess brand loyalty for a long haul travel destination. In 2010 Global Marketing Conference, 9-12 September 2010, Hotel Okura, Tokyo.

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Abstract

In the past two decades there has been increasing interest in branding tourism destinations in an effort to meaningfully differentiate against a myriad of competing places that offer similar attractions and facilities. The academic literature relating to destination branding commenced only as recently as 1998, and there remains a dearth of empirical data that tests the effectiveness of brand campaigns, particularly in terms of enhancing destination loyalty. This paper reports the results of an investigation into destination brand loyalty for Australia as a long haul destination in a South American market. In spite of the high level of academic interest in the measurement of perceptions of destinations since the 1970s, few previous studies have examined perceptions held by South American consumers. Drawing on a model of consumer-based brand equity (CBBE), antecedents of destination brand loyalty was tested with data from a large Chilean sample of travelers, comprising a mix of previous visitors and non-visitors to Australia. Findings suggest that destination brand awareness, brand image, and brand value are positively related to brand loyalty for a long-haul destination. However, destination brand quality was not significantly related. The results also indicate that Australia is a more compelling destination brand for previous visitors compared to non-visitors.

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ID Code: 40832
Item Type: Conference Paper
Keywords: Destination Branding, Consumer-based Brand Equity, Destination Marketing, Australia, Latin America
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing Theory (150506)
Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > TOURISM (150600) > Tourism Marketing (150604)
Divisions: Current > Schools > School of Advertising, Marketing & Public Relations
Copyright Owner: Copyright 2010 [please consult the authors]
Deposited On: 22 Mar 2011 08:17
Last Modified: 23 Mar 2011 17:04

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