search query: @freeterm destination branding / total: 5
reference: 5 / 5
« previous | next »
| Author: | Pike, S. |
| Title: | Consumer-based brand equity for destinations: practical DMO performance measures |
| Journal: | Journal of Travel & Tourism Marketing
2007 : VOL. 22:1, p. 51-61 |
| Index terms: | travel |
| Freeterms: | destination branding |
| Language: | eng |
| Abstract: | Destination marketing organizations (DMO) are focusing on place branding. The paper reports an attempt to operationalize the concept of consumer-based brand equity (CBBE) for an emerging destination. The paper aimed to provide benchmarks at the commencement of a new destination brand campaign, for which the DMO will be able to use to track performance over time. |
« previous | next »
SCIMA