Destination brand positions of a competitive set of near home destinations

Pike, Steven (2009) Destination brand positions of a competitive set of near home destinations. Tourism Management, 30 6: 857-866. doi:10.1016/j.tourman.2008.12.007

Author Pike, Steven
Title Destination brand positions of a competitive set of near home destinations
Journal name Tourism Management   Check publisher's open access policy
ISSN 0261-5177
Publication date 2009-12
Year available 2009
Sub-type Article (original research)
DOI 10.1016/j.tourman.2008.12.007
Volume 30
Issue 6
Start page 857
End page 866
Total pages 12
Editor Chris Ryan
Place of publication Exeter, U.K.
Publisher Elsevier
Collection year 2010
Language eng
Subject 150604 Tourism Marketing
900399 Tourism not elsewhere classified
Abstract Although the branding literature commenced during the 1940s, the first publications related to destination branding did not emerge until half a century later. A review of 74 destination branding publications by 102 authors from the first 10 years of destination branding literature (1998–2007) found at least nine potential research gaps warranting attention by researchers. In particular, there has been a lack of research examining the extent to which brand positioning campaigns have been successful in enhancing brand equity in the manner intended in the brand identity. The purpose of this paper is to report the results of an investigation of brand equity tracking for a competitive set of destinations in Queensland, Australia between 2003 and 2007. A hierarchy of consumer-based brand equity (CBBE) provided an effective means to monitor destination brand positions over time. A key implication of the results was the finding that there was no change in brand positions for any of the five destinations over the four year period. This leads to the proposition that destination position change within a competitive set will only occur slowly over a long period of time. The tabulation of 74 destination branding case studies, research papers, conceptual papers and web content analyses provides students and researchers with a useful resource on the current state of the field.
Keyword Destination branding
Consumer-based brand equity
Short breaks
Destination image
Destination positioning
Q-Index Code C1
Q-Index Status Confirmed Code

Document type: Journal Article
Sub-type: Article (original research)
Collections: Excellence in Research Australia (ERA) - Collection
2010 Higher Education Research Data Collection
UQ Business School Publications
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Citation counts: TR Web of Science Citation Count  Cited 58 times in Thomson Reuters Web of Science Article | Citations
Scopus Citation Count Cited 79 times in Scopus Article | Citations
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Created: Wed, 18 Nov 2009, 12:39:11 EST by Margaret Pereira on behalf of School of Tourism