The development of a model to measure destination brand performance across travel contexts

Murdy, Samantha, Pike, Steven D., & Lings, Ian (2012) The development of a model to measure destination brand performance across travel contexts. In Proceedings of the ANZMAC Conference, ANZMAC, Perth, Western Australia.

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Abstract

The field of destination image has been widely discussed in the destination literature since the early 1970s (see Mayo, 1973). However the extent to which travel context impacts on an individual’s destination image evaluation, and therefore destination choice, has received scant attention (Hu & Ritchie, 1993). This study, utilising expectancy-value theory, sought to elicit salient destination attributes from consumers across two travel contexts: short-break holidays and longer getaways. Using the Repertory Test technique, attributes elicited as being salient for short-break holidays were consistent with those elicited for longer getaways. While this study was limited to Brisbane’s near-home destinations, the results will be of interest to destination marketers and researchers interested in the challenge of positioning a destination in diverse markets.

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ID Code: 58034
Item Type: Conference Paper
Refereed: Yes
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Copyright Owner: Copyright 2012 (please consult the authors).
Deposited On: 11 Mar 2013 02:41
Last Modified: 14 Mar 2013 05:14

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