Consumer-based brand equity (CBBE) in the context of an international stopover destination: Perceptions of Dubai in France and Australia. (December 2018)

• Record Type: Journal Article
• Authors: Kotsi, Filareti; Pike, Steven; Gottlieb, Udo
• Is Part Of: Tourism management. Volume 69(2018)
• Page Start: 297
• Page End: 306
• Publication Date: 2018-12
• Subjects: CBBE -- Stopover -- Destination marketing -- Destination branding -- Destination image -- Dubai -- Long haul; Tourism -- Periodicals; 338.4791
• DOI: 10.1016/j.tourman.2018.06.019
• Languages: English
• ISSNs: 0261-5177

Abstract

Abstract: There has been limited published research examining travellers' perceptions of international stopover destinations. This manuscript reports the modelling of consumer-based brand equity (CBBE) for Dubai, the first CBBE study to do so in the context of a stopover destination. Dubai has emerged relatively recently as a stopover destination option during long haul travel between UK/Europe and Australia/South Pacific, to rival traditional destinations such as Hong Kong and Singapore. The CBBE model was tested using survey data from samples of consumers in two geographically distant markets; France (n = 365) and Australia (n = 403). The findings suggest destination brand awareness, destination brand image and destination brand value are positively related to attitudinal destination loyalty. However, destination brand quality was not positively associated with loyalty. As a relatively new stopover destination for long haul travellers, Dubai is perceived more positively by previous visitors than those who have never visited the destination. Highlights: The first study to test the CBBE model in the context of a stopover destination. A rare investigation of perceptions held of a stopover destination. Large samples of survey participants from France and Australia. Brand salience, brand image and brand value are positively related to attitudinal loyalty towards a stopover destination. Brand quality is not positively related to attitudinal loyalty towards a stopover destination.