Customer-Based Brand Equity for a Destination

TLDR: In this paper, the authors introduce the concept of customer-based brand equity and apply it to a tourism destination brand, which complements previous research findings on tourism destination's evaluation from the customer's perspective.

Abstract: The paper introduces the concept of customer-based brand equity and applies it to a tourism destination brand. The theoretically proposed and empirically verified model complements previous research findings on a tourism destination’s evaluation from the customer’s perspective. In addition to numerous studies which have stressed the important role of a destination’s image, the results of our study imply that a destination’s image plays a vital role in a tourist’s destination evaluation but it is not the only brand dimension that should be considered. For a more complete evaluation, the dimensions of tourism destination awareness, quality and loyalty should also be taken into consideration.