How can brand equity for tourism destinations be used to preview tourists’ destination choice? An overview from the top of Tower of Babel
Customer-based brand equity for tourism destinations (CBBE-TD) is a helpful construct to assess destination branding effectiveness. However, it would be even more useful if it could be integrated into a wider methodological approach articulating destination brand assessment with the destination...
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| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
University of Algarve, ESGHT/CINTURS
2017-04-01
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| Series: | Tourism & Management Studies |
| Subjects: | |
| Online Access: | https://tmstudies.net/index.php/ectms/article/view/990/pdf_50 |
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| Summary: | Customer-based brand equity for tourism destinations (CBBE-TD) is
a helpful construct to assess destination branding effectiveness.
However, it would be even more useful if it could be integrated into
a wider methodological approach articulating destination brand
assessment with the destination choice process. This paper
describes a new research programme – Favourite Destinations
Worldwide – that includes three interrelated innovative tools: (1)
the destination brand choice model that allows a better
conceptualization of CBBE-TD in the context of destination choice;
(2) the Tower of Babel platform, a multilingual online survey for
data gathering, to assess CBBE-TD of all destinations competing in
the world market; and (3) the Destination Brand Gnosis, a propriety
software for qualitative data analysis, transforming the meta-data
into a system for constantly evaluating brand attractiveness.
Additionally, for illustrative purposes empirical data from two
national samples is presented: Portuguese (N = 524) and Brazilian
(N = 955). Besides presenting the preferred destination brands for
Brazilian and Portuguese tourists, the results confirm a basic
assumption supporting this research program related to the
geographic polarization of the most valued destination brands:
“dream destination brands” correspond to destinations located
farther from respondents’ home-places, in other continents,
requiring long-haul air travel, while “favourite destination brands”
are predominantly destinations located nearer, in respondents’
own countries or neighbouring countries. |
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| ISSN: | 2182-8466 |