Izvorni znanstveni članak
EXTENDING THE TOURISM DESTINATION IMAGE CONCEPT INTO CUSTOMER-BASED BRAND EQUITY FOR A TOURISM DESTINATION
Maja Konečnik Ruzzier
Sažetak
This paper explores the demand-side perspective on tourism destination phenomenon and investigates
whether more comprehensive measure for its evaluation could be applied to the destination brand.
Unlike many previous studies dealing mostly with a tourism destination image concept, the approach
employed in this paper proposes a more comprehensive measure of destination image and includes the
dimensions of tourism destination awareness, quality, and loyalty. The theoretically proposed model
was empirically verified for two competitive European tourism destinations (Slovenia and Austria)
from the perspective of two culturally heterogeneous tourist markets (Germans and Croatians). The
results imply that the traditionally investigated image concept represents the most important
dimension in a destination’s evaluation. However, for a more comprehensive evaluation the
dimensions of tourism destination awareness, quality and loyalty should be added. Drawing on the
results, the paper also offers some implications for tourism organizations in developing and
implementing destination marketing strategies in foreign markets
Ključne riječi
brand; destination; image; tourist; customer-based brand equity
Hrčak ID:
59416
URI
Datum izdavanja:
30.9.2010.
Posjeta: 3.805 *