Investigating attitudes towards three South American destinations in an emerging long haul market using a model of consumer-based brand equity (CBBE)

Bianchi, Constanza, Pike, Steven D., & Lings, Ian (2014) Investigating attitudes towards three South American destinations in an emerging long haul market using a model of consumer-based brand equity (CBBE). Tourism Management : Research, Policies, Practice, 42, pp. 215-223.

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Despite the importance of destination image in market competitiveness, and the popularity of the field within tourism literature, there remains a dearth of published research examining travellers’ perceptions of destinations in South America. This manuscript addresses this gap by testing a model of consumer-based brand equity (CBBE) associated with three South American countries; Chile, Brazil and Argentina. The introduction of direct air links and a free trade agreement in 2008 has led destination marketing organisations (DMOs) in these countries to increase promotional efforts in the Australian market. This study shows that the CBBE model is an appropriate tool to explore consumers’ attitudes in the long haul travel context. The findings provide DMOs of the three countries studied, with benchmarks against which to compare the impact of future marketing communications in Australia. The results provide increased transparency and accountability to stakeholders, such as South American tourism businesses and Australian travel intermediaries.

Impact and interest:

17 citations in Scopus
14 citations in Web of Science®
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ID Code: 65599
Item Type: Journal Article
Refereed: Yes
Additional URLs:
Keywords: CBBE, destination branding, tourism, South America, brand equity
DOI: 10.1016/j.tourman.2013.11.014
ISSN: 0261-5177
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 2013 Elsevier Ltd.
Copyright Statement: NOTICE: this is the author’s version of a work that was accepted for publication in Tourism Management : Research, Policies, Practice. Changes resulting from the publishing process, such as peer review, editing, corrections, structural formatting, and other quality control mechanisms may not be reflected in this document. Changes may have been made to this work since it was submitted for publication. A definitive version was subsequently published in Tourism Management : Research, Policies, Practice, [Volume 42, June 2014] DOI: 10.1016/j.tourman.2013.11.014
Deposited On: 02 Jan 2014 02:52
Last Modified: 16 Jul 2015 23:23

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