Vrijednost marke destinacije kod lokalne zajednice - Moguci izvor konkurentske prednosti za organizacije koje upravljaju destinacijama slucaj Brisbanea, Australija

Pike, Steven and Scott, Noel (2009) Vrijednost marke destinacije kod lokalne zajednice - Moguci izvor konkurentske prednosti za organizacije koje upravljaju destinacijama slucaj Brisbanea, Australija. Acta Turistica, 21 2: 160-183. doi:10.2307/23729853


Author Pike, Steven
Scott, Noel
Title Vrijednost marke destinacije kod lokalne zajednice - Moguci izvor konkurentske prednosti za organizacije koje upravljaju destinacijama slucaj Brisbanea, Australija
Formatted title
Vrijednost marke destinacije kod lokalne zajednice - Moguci izvor konkurentske prednosti za organizacije koje upravljaju destinacijama slučaj Brisbanea, Australija
Translated title Destination brand equity among the host community - a potential source of competitive advantage for DMOs: the case of Brisbane, Australia
Language of Title hrv
eng
Journal name Acta Turistica   Check publisher's open access policy
ISSN 0353-4316
Publication date 2009-12
Year available 2009
Sub-type Article (original research)
DOI 10.2307/23729853
Open Access Status
Volume 21
Issue 2
Start page 160
End page 183
Total pages 24
Editor Nevenka Cavlek
Place of publication Zagreb, Croatia
Publisher Katedra za Trgovinu i Turizam, Ekonomski Fakultet Sveucilista
Collection year 2010
Language eng
hrv
Subject C1
900301 Economic Issues in Tourism
150603 Tourism Management
Formatted abstract
Since the emergence of the destination branding literature in 1998, there have been few studies related to performance measurement of destination brand campaigns. There has also been little interest to date in researching the extent to which a destination brand represents the host community's sense of place. Given that local residents represent a key stakeholder group for the destination marketing organisation (DMO), research is required to examine the extent to which marketing communications have been effective in enhancing engagement with the brand, and inducing a brand image that is congruent with the brand identity. Motivated by conceptual and practical aims, this paper reports the trial of a hierarchy of consumer-based brand equity (CBBE) for a destination, from the perspective of residents as active participants of local tourism. It is proposed that a strong level of CBBE among the host community represents a source of comparative advantage for a destination which the DMO could proactively develop into a competitive advantage.
Keyword destination branding
DMO
brand equity
host community
destination image
destination management
Q-Index Code C1
Q-Index Status Confirmed Code
Institutional Status UQ

Document type: Journal Article
Sub-type: Article (original research)
Collections: 2010 Higher Education Research Data Collection
UQ Business School Publications
 
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Created: Thu, 08 Apr 2010, 11:30:29 EST by Claire Shuter on behalf of School of Tourism