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DESTINATION BRAND PERFORMANCE MEASUREMENT OVER TIME: TRACKING CONSUMER PERCEPTIONS OF A COMPETITIVE SET OF DESTINATIONS OVER A 10 YEAR PERIOD

Steven Pike ; Queensland University of Technology, Marketing QUT Business School, Brisbane, Australia

Sažetak

There has been a paucity of research published in relation to the temporal aspect of destination image change over time. Given increasing investments in destination branding, research is needed to enhance understanding of how to monitor destination brand performance, of which destination image is the core construct, over time. This article reports the results of four studies tracking brand
performance of a competitive set of fi ve destinations, between 2003 and 2012. Results indicate minimal changes in perceptions held of the fi ve destinations of interest over the 10 years, supporting the assertion of Gartner (1986) and Gartner and Hunt (1987) that destination image change will only occur slowly over time. While undertaken in Australia, the research approach provides DMOs in other parts of the world with a practical tool for evaluating brand performance over time; in terms of measures of effectiveness of past marketing communications, and indicators of future performance.

Ključne riječi

destination marketing organizations; travel context; consumer-based brand equity; destination image

Hrčak ID:

154682

URI

https://hrcak.srce.hr/154682

Datum izdavanja:

1.12.2015.

Podaci na drugim jezicima: hrvatski

Posjeta: 2.398 *