Destination Brand Performance Measurement Over Time

Pike, Steven (2014) Destination Brand Performance Measurement Over Time. In Woodside, Arch G. & Kozak, Metin (Eds.) Tourists’ Perceptions and Assessments (Advances in Culture, Tourism and Hospitality Research, Volume 8). Emerald Group Publishing Limited, United Kingdom, pp. 111-120.

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With increasing investments being made in brand development by destination marketing organisations (DMO) since the 1990s, including rebranding and repositioning, more research is necessary to enhance understanding of how to effectively monitor destination brand performance over time. This chapter summarises key findings from a study of brand performance of a competitive set of destinations, in their most important market, between 2003 and 2012. Brand performance was measured from the perspective of consumer perceptions, based on the concept of consumer-based brand equity (CBBE). The results indicated almost no change in perceptions of the five destinations over the 10-year period. Due to the commonality of challenges faced by DMOs worldwide, it is suggested the CBBE hierarchy provides destination marketers with a practical tool for evaluating brand performance over time; in terms of measures of effectiveness of past marketing communications, as well as indicators of future performance.

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ID Code: 79272
Item Type: Book Chapter
Keywords: Destination Image, Destination Branding, Destination Marketing
DOI: 10.1108/S1871-317320140000008005
ISBN: 9781783506187
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing Measurement (150504)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Deposited On: 16 Dec 2014 06:28
Last Modified: 29 Oct 2015 16:09

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