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https://doi.org/10.20867/thm.23.1.1

Conceptualising tourist based brand-equity pyramid: an application of Keller brand pyramid model to destinations

Anish Yousaf   ORCID icon orcid.org/0000-0002-5234-7474 ; Mittal School of Business, Lovely Professional University, Phagwara, Punjab, India
Insha Amin ; Center for Hospitality & Tourism, Baba Ghulam Shah Badshah University, Rajouri (J&K), India
Anil Gupta   ORCID icon orcid.org/0000-0002-9804-0398 ; The Business School & SHTM, University of Jammu, Jammu, India

Puni tekst: engleski, pdf (374 KB) str. 119-137 preuzimanja: 2.762* citiraj
APA 6th Edition
Yousaf, A., Amin, I. i Gupta, A. (2017). Conceptualising tourist based brand-equity pyramid: an application of Keller brand pyramid model to destinations. Tourism and hospitality management, 23 (1), 119-137. https://doi.org/10.20867/thm.23.1.1
MLA 8th Edition
Yousaf, Anish, et al. "Conceptualising tourist based brand-equity pyramid: an application of Keller brand pyramid model to destinations." Tourism and hospitality management, vol. 23, br. 1, 2017, str. 119-137. https://doi.org/10.20867/thm.23.1.1. Citirano 26.11.2020.
Chicago 17th Edition
Yousaf, Anish, Insha Amin i Anil Gupta. "Conceptualising tourist based brand-equity pyramid: an application of Keller brand pyramid model to destinations." Tourism and hospitality management 23, br. 1 (2017): 119-137. https://doi.org/10.20867/thm.23.1.1
Harvard
Yousaf, A., Amin, I., i Gupta, A. (2017). 'Conceptualising tourist based brand-equity pyramid: an application of Keller brand pyramid model to destinations', Tourism and hospitality management, 23(1), str. 119-137. https://doi.org/10.20867/thm.23.1.1
Vancouver
Yousaf A, Amin I, Gupta A. Conceptualising tourist based brand-equity pyramid: an application of Keller brand pyramid model to destinations. Tourism and hospitality management [Internet]. 2017 [pristupljeno 26.11.2020.];23(1):119-137. https://doi.org/10.20867/thm.23.1.1
IEEE
A. Yousaf, I. Amin i A. Gupta, "Conceptualising tourist based brand-equity pyramid: an application of Keller brand pyramid model to destinations", Tourism and hospitality management, vol.23, br. 1, str. 119-137, 2017. [Online]. https://doi.org/10.20867/thm.23.1.1

Sažetak
Purpose – Different scales available for measuring the brand-equity of destinations are found to be much tourist centric and did not present a holistic view regarding building sustainable customer based brand-equity for destinations. Current study aim at conceptually addressing this important issue and present a modified framework for developing and measuring the customer-based brand equity of tourist destinations using Keller (2001).
Design – Extensive literature review was done and 84 articles published in the domain of brand-equity in tourism and related areas were downloaded from various known databases to support arguments. In addition, UNWTO reports were also used. Cooper (1980) guidelines were used for exploring relevant articles.
Findings – It is argued that the first step for building strong brand-equity of destination starts with identification of destination’ salience followed by destination performance and destination imagery, destination judgements and feelings, and destination brand resonance. Consequences of having high brand-equity are also discussed.
Originality – The tourist based brand-equity pyramid is the very first framework which is using Keller (2001) for explaining sustainable brand-equity formation of tourist’s destinations. Current framework not only give a deep understanding of how to build brand-equity of destinations but also on how to develop strong, emotional bonds with the tourists and hence sustaining the brand-equity.

Ključne riječi
brand equity; branding; brand-equity pyramid; destination based brand equity; destinations; tourism

Hrčak ID: 180799

URI
https://hrcak.srce.hr/180799

Posjeta: 3.660 *