Destination Brand Promise: The Core of Customer-Based Brand Equity Modeling
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 modeling (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.
Keywords: BRAND PROMISE; CUSTOMER-BASED BRAND EQUITY MODEL (CBBE); DESTINATION BRANDING; STRUCTURAL EQUATION MODELING (SEM); VALUE COCREATION; VALUE-IN-USE
Document Type: Research Article
Publication date: March 14, 2018
- Established in 1996, Tourism Analysis is an interdisciplinary journal that provides a platform for exchanging ideas and research in tourism and related fields. The journal aims to publish articles that explore a broad range of research subjects, including, but not limited to, the social, economic, cultural, environmental, and psychological aspects of tourism, consumer behavior in tourism, sustainable and responsible tourism, and effective operations, marketing, and management.
Tourism Analysis focuses on both theoretical and applied research and strives to promote innovative approaches to understanding the complex and dynamic nature of tourism, its stakeholders, businesses, and its effects on society. The journal welcomes articles on innovative research topics and methodologies beyond the traditional theory-testing sciences, such as robotics, computational sciences, and data analytics.
Our primary goal is to contribute to the development and advancement of new knowledge in tourism while fostering critical reflections and debates on the radical changes and evolution in tourism among scholars, practitioners, policymakers, and other stakeholders.
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