Acta turistica, Vol. 21 No. 2, 2009.
Izvorni znanstveni članak
DESTINATION BRAND EQUITY AMONG THE HOST COMMUNITY - A POTENTIAL SOURCE OF COMPETITIVE ADVANTAGE FOR DMOS: THE CASE OF BRISBANE, AUSTRALIA
Steven Pike
; School of Advertising, Marketing & Public Relations. Queensland University of Technology, Australia
Noel Scott
; School of Tourism . University of Queensland, Australia
Sažetak
Since the emergence of the destination branding literature in 1998, there have been few studies related to performance measurement of destination brand campaigns. There has also been little interest to date in researching the extent to which a destination brand represents the host community's sense of place. Given that local residents represent a key stakeholder group for the destination
marketing organisation (DMO), research is required to examine the extent to which marketing communications have been effective in enhancing engagement with the brand, and inducing a brand
image that is congruent with the brand identity. Motivated by conceptual and practical aims, this paper reports the trial of a hierarchy of consumer-based brand equity (CBBE) for a destination, from the perspective of residents as active participants of local tourism. It is proposed that a strong level of CBBE among the host community represents a source of comparative advantage for a destination which the DMO couid proactlvely develop into a competitive advantage.
Ključne riječi
destination branding; DMO; brand equity; host community; destination image; destination management
Hrčak ID:
76239
URI
Datum izdavanja:
1.12.2009.
Posjeta: 2.544 *