Consumer-based brand equity for destinations: Practical DMO performance measures.

  • Pike S
  • 78

    Readers

    Mendeley users who have this article in their library.
  • 61

    Citations

    Citations of this 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. Key

Author-supplied keywords

  • Destination branding
  • consumer based brand equity
  • destination marketing organizations
  • performance measures
  • short breaks

Get free article suggestions today

Mendeley saves you time finding and organizing research

Sign up here
Already have an account ?Sign in

Find this document

Authors

  • Steven D Pike

Cite this document

Choose a citation style from the tabs below

Save time finding and organizing research with Mendeley

Sign up for free