Destination brand performance measurement over time: Tracking consumer perceptions of a competitive set of destinations over a 10 year period
Pike, Steven D. (2015) Destination brand performance measurement over time: Tracking consumer perceptions of a competitive set of destinations over a 10 year period. Acta Turistica, 27(2), pp. 135-164.
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There has been a paucity of research published in relation to the temporal aspect of destination image change over time. Given increasing investments in destination branding, research is needed to enhance understanding of how to monitor destination brand performance, of which destination image is the core construct, over time. This article reports the results of four studies tracking brand performance of a competitive set of five destinations, between 2003 and 2012. Results indicate minimal changes in perceptions held of the five destinations of interest over the 10 years, supporting the assertion of Gartner (1986) and Gartner and Hunt (1987) that destination image change will only occur slowly over time. While undertaken in Australia, the research approach provides DMOs in other parts of the world with a practical tool for evaluating brand performance over time; in terms of measures of effectiveness of past marketing communications, and indicators of future performance.
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|Item Type:||Journal Article|
|Keywords:||Destination marketing organizations, Destination marketing organisations, destination image, Destination branding, consumer-based brand equity, travel context|
|Subjects:||Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500)
Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > TOURISM (150600)
Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > TOURISM (150600) > Tourism Marketing (150604)
|Divisions:||Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
|Copyright Owner:||Copyright 2015 Faculty of Economics University of Zagreb|
|Deposited On:||16 Jul 2015 22:52|
|Last Modified:||16 May 2016 08:57|
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