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Destination brand components

Melodena Stephens Balakrishnan (Faculty of Business and Management at the University of Wollongong in Dubai, Dubai, United Arab Emirates)
Ramzi Nekhili (Faculty of Finance and Accounting at the University of Wollongong in Dubai, Dubai, United Arab Emirates)
Clifford Lewis (Faculty of Commerce, University of Wollongong, Australia)

International Journal of Culture, Tourism and Hospitality Research

ISSN: 1750-6182

Article publication date: 29 March 2011

24005

Abstract

Purpose

This study matches destination brand components with motives and identifies those components that are most important for the consumer during various stages of the decision process. This study also aims to classify various functional and symbolic brand components. The findings take the customers' point‐of‐view in identifying those descriptors that affect consumer choice preference and create destination loyalty.

Design/methodology/approach

The research is exploratory. Through a detailed literature review, destination brand components are identified, simplified and then classified as symbolic or functional. They are also classified by motive. The review is followed by a quantitative study that uses open‐ended questions to find the relationship between destination brand components and the stage of decision making. This study also presents a conceptual model with taxonomy of brand components.

Findings

Functional brand components seem to play a major role in a consumer's description of place brands during the various decision making stages. This finding highlights the importance of stressing functional components in the destination's branding strategy.

Originality/value

This study is the first of its type and can serve as a platform for future research, practically helping destinations create more effective communication.

Keywords

Citation

Stephens Balakrishnan, M., Nekhili, R. and Lewis, C. (2011), "Destination brand components", International Journal of Culture, Tourism and Hospitality Research, Vol. 5 No. 1, pp. 4-25. https://doi.org/10.1108/17506181111111726

Publisher

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Emerald Group Publishing Limited

Copyright © 2011, Emerald Group Publishing Limited

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