Destination Brand Equity for Australia: Testing a Model of CBBE in Short-Haul and Long-Haul Markets. (January 2016)

• Record Type: Journal Article
• Authors: Pike, Steven; Bianchi, Constanza
• Is Part Of: Journal of hospitality & tourism research. Volume 40:Number 1(2016)
• Page Start: 114
• Page End: 134
• Publication Date: 2016-01
• Subjects: destination branding -- consumer-based brand equity -- destination loyalty -- destination image -- Australia -- New Zealand; Hotel management -- Study and teaching -- Periodicals; Restaurant management -- Study and teaching -- Periodicals; Food service management -- Study and teaching -- Periodicals; 647.068
• DOI: 10.1177/1096348013491604
• Languages: English
• ISSNs: 1096-3480

Abstract

The study of destination brand performance measurement has only emerged in earnest as a field in the tourism literature since 2007. The concept of consumer-based brand equity (CBBE) is gaining favor from services marketing researchers as an alternative to the traditional "net-present-value of future earnings"' method of measuring brand equity. The perceptions-based CBBE model also appears suitable for examining destination brand performance, where a financial brand equity valuation on a destination marketing organization's balance sheet is largely irrelevant. This is the first study to test and compare the model in both short- and long-haul markets. The article reports the results of tests of a CBBE model for Australia in a traditional short-haul market (New Zealand) and an emerging long-haul market (Chile). The data from both samples indicated destination brand salience, brand image, and brand value are positively related to purchase intent for Australia in these two disparate markets.