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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| Format: | Article |
| Language: | English |
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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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| author | Francisco Dias Lucília Cardoso |
| author_facet | Francisco Dias Lucília Cardoso |
| author_sort | Francisco Dias |
| collection | DOAJ |
| description | 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. |
| format | Article |
| id | doaj-art-0f31f78c634841499baea36e39455323 |
| institution | Kabale University |
| issn | 2182-8466 |
| language | English |
| publishDate | 2017-04-01 |
| publisher | University of Algarve, ESGHT/CINTURS |
| record_format | Article |
| series | Tourism & Management Studies |
| spelling | doaj-art-0f31f78c634841499baea36e394553232025-02-03T01:28:16ZengUniversity of Algarve, ESGHT/CINTURSTourism & Management Studies2182-84662017-04-01132132310.18089/tms.2017.13202How can brand equity for tourism destinations be used to preview tourists’ destination choice? An overview from the top of Tower of BabelFrancisco Dias0Lucília Cardoso1Polytechnic Institute of Leiria and CITUR – Centre of Applied Research in Tourism, Santuário de Nossa Senhora dos Remédios, 2520–641 Peniche, PortugalCEPESE - Centro de Estudos da População, Economia e Sociedade, Rua do Campo Alegre, 1021, 4169-004 Porto, PortugalCustomer-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.https://tmstudies.net/index.php/ectms/article/view/990/pdf_50brand equitydestination choicedream destinationfavourite destination |
| spellingShingle | Francisco Dias Lucília Cardoso How can brand equity for tourism destinations be used to preview tourists’ destination choice? An overview from the top of Tower of Babel Tourism & Management Studies brand equity destination choice dream destination favourite destination |
| title | How can brand equity for tourism destinations be used to preview tourists’ destination choice? An overview from the top of Tower of Babel |
| title_full | How can brand equity for tourism destinations be used to preview tourists’ destination choice? An overview from the top of Tower of Babel |
| title_fullStr | How can brand equity for tourism destinations be used to preview tourists’ destination choice? An overview from the top of Tower of Babel |
| title_full_unstemmed | How can brand equity for tourism destinations be used to preview tourists’ destination choice? An overview from the top of Tower of Babel |
| title_short | How can brand equity for tourism destinations be used to preview tourists’ destination choice? An overview from the top of Tower of Babel |
| title_sort | how can brand equity for tourism destinations be used to preview tourists destination choice an overview from the top of tower of babel |
| topic | brand equity destination choice dream destination favourite destination |
| url | https://tmstudies.net/index.php/ectms/article/view/990/pdf_50 |
| work_keys_str_mv | AT franciscodias howcanbrandequityfortourismdestinationsbeusedtopreviewtouristsdestinationchoiceanoverviewfromthetopoftowerofbabel AT luciliacardoso howcanbrandequityfortourismdestinationsbeusedtopreviewtouristsdestinationchoiceanoverviewfromthetopoftowerofbabel |