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| Tekijä: | Konecnik, M. Gartner, W. C. |
| Otsikko: | Customer-based brand equity for a destination |
| Lehti: | Annals of Tourism Research
2007 : JAN, VOL 34:2, p. 400-421 |
| Asiasana: | brands brand loyalty image loyalty |
| Vapaa asiasana: | destination |
| Kieli: | eng |
| Tiivistelmä: | This article introduces the concept of customer-based equity and connects it to a destination. This thoery complement earlier literature on destination evaluation from the tourist's perspective. The result of this study implies that an image plays a crucial role in evaluation, but is not the only brand dimension that should be used. Awarenes, loyalty and quality are dimensions that should also be considered for a more complete evaluation. Brand equity was tested on the Slovenian markets and results show that brand equity varies between the markets according to their evaluation of brand dimensions. |
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