TY  - CHAP
AB  - Abstract With increasing investments being made in brand development by destination marketing organisations (DMO) since the 1990s, including rebranding and repositioning, more research is necessary to enhance understanding of how to effectively monitor destination brand performance over time. This chapter summarises key findings from a study of brand performance of a competitive set of destinations, in their most important market, between 2003 and 2012. Brand performance was measured from the perspective of consumer perceptions, based on the concept of consumer-based brand equity (CBBE). The results indicated almost no change in perceptions of the five destinations over the 10-year period. Due to the commonality of challenges faced by DMOs worldwide, it is suggested the CBBE hierarchy provides destination marketers with a practical tool for evaluating brand performance over time; in terms of measures of effectiveness of past marketing communications, as well as indicators of future performance.
VL  - 8
SN  - 978-1-78350-618-7/1871-3173
DO  - 10.1108/S1871-317320140000008005
UR  - https://doi.org/10.1108/S1871-317320140000008005
AU  - Pike Steven
PY  - 2014
Y1  - 2014/01/01
TI  - Destination Brand Performance Measurement Over Time
T2  - Tourists’ Perceptions and Assessments
T3  - Advances in Culture, Tourism and Hospitality Research
PB  - Emerald Group Publishing Limited
SP  - 111
EP  - 120
Y2  - 2024/04/24
ER  -