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Destination brand promise: The core of customer-based brand equity modeling
Mid Sweden University, Faculty of Human Sciences, Department of Tourism Studies and Geography. (ETOUR)ORCID iD: 0000-0003-1203-7129
Mid Sweden University, Faculty of Human Sciences, Department of Tourism Studies and Geography. (ETOUR)ORCID iD: 0000-0003-3964-2716
Mid Sweden University, Faculty of Human Sciences, Department of Tourism Studies and Geography. (ETOUR)ORCID iD: 0000-0002-6610-9303
2018 (English)In: Tourism Analysis, ISSN 1083-5423, E-ISSN 1943-3999, Vol. 23, no 1, p. 93-107Article in journal (Refereed) Published
Abstract [en]

The present study contributes to the discussion on transferring the concept of customer-based brand equity (CBBE) to a tourism destination context. The core component of the proposed CBBE model for tourism destinations (CBDBE) considers customers’ evaluation of the destination promise in terms of the transformation of destination resources into value-in-use for tourists. The introduced CBDBE model consists of six interdependent constructs, including awareness, tourists’ perception of functional, tangible and social destination resources, value-in-use disclosing the purpose and benefits of consumption, value-for-money, satisfaction and loyalty. The model was tested for the leading Swedish mountain destination Åre for the summer season by using customer-based survey data and a linear structural equation modelling (SEM) approach. Findings confirm the hypothesized relationships and the hierarchical structure of the proposed model. Managerial implications are discussed and the agenda for future CBDBE research is outlined.

Place, publisher, year, edition, pages
Cognizant Communication Corporation, 2018. Vol. 23, no 1, p. 93-107
Keywords [en]
destination branding, customer-based brand equity model, brand promise, value-in-use, value co-creation, SEM
National Category
Economic Geography
Identifiers
URN: urn:nbn:se:miun:diva-29230DOI: 10.3727/108354218X15143857349800ISI: 000428987300007Scopus ID: 2-s2.0-85044934274OAI: oai:DiVA.org:miun-29230DiVA, id: diva2:1045134
Available from: 2016-11-08 Created: 2016-11-08 Last updated: 2018-05-30Bibliographically approved

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Chekalina, TatianaFuchs, MatthiasLexhagen, Maria

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