Consumer-based brand equity for destinations : practical DMO performance measures
Pike, Steven D. (2007) Consumer-based brand equity for destinations : practical DMO performance measures. Journal of Travel & Tourism Marketing, 22(1), pp. 51-61.
Destination marketing organizations (DMO) worldwide are increasingly focusing attention on place branding. However, there has been relatively little research on the topic reported in the academic literature. In particular there is a paucity of research regarding performance measures for destination brand campaigns. This paper reports an attempt to operationalize the concept of consumer-based brand equity (CBBE) for an emerging destination. The purpose was to provide benchmarks at the commencement of a new destination brand campaign, for which the DMO will be able to use to track performance over time.
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|Item Type:||Journal Article|
|Keywords:||Destination branding, short breaks, destination marketing organizations, consumer based brand equity, performance measures|
|Subjects:||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 2007 Haworth Press|
|Copyright Statement:||Reproduced in accordance with the copyright policy of the publisher.|
|Deposited On:||25 Sep 2007|
|Last Modified:||29 Feb 2012 23:32|
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