Year: 2007
Type: article
Abstract: Destination marketing organizations (DMO) worldwide are increasingly focusing attention on place branding. However, there has been relatively little research on the topic reported in the academic literature. In particular there is a paucity of research regarding performance measures for destination brand campaigns. This paper reports an attempt to operationalize the concept of consumer-based brand equity (CBBE) for an emerging destination. The purpose was 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.
Author: Steven Pike
Institution: Queensland University of Technology
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: bronze
Funder: Central Queensland University
OpenAlex ID: W1570446551