How can brand equity for tourism destinations be used to preview tourists’ destination choice? An overview from the top of Tower of Babel

Detalhes bibliográficos
Autor(a) principal: Dias, Francisco
Data de Publicação: 2017
Outros Autores: Cardoso, Lucília
Tipo de documento: Artigo
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: https://tmstudies.net/index.php/ectms/article/view/990
Resumo: Customer-based brand equity for tourism destinations (CBBE-TD) is a helpful construct to assess destination branding effectiveness. However, it would be even more useful if it could be integrated into a wider methodological approach articulating destination brand assessment with the destination choice process. This paper describes a new research programme – Favourite Destinations Worldwide – that includes three interrelated innovative tools: (1) the destination brand choice model that allows a better conceptualization of CBBE-TD in the context of destination choice; (2) the Tower of Babel platform, a multilingual online survey for data gathering, to assess CBBE-TD of all destinations competing in the world market; and (3) the Destination Brand Gnosis, a propriety software for qualitative data analysis, transforming the meta-data into a system for constantly evaluating brand attractiveness.  Additionally, for illustrative purposes empirical data from two national samples is presented: Portuguese (N = 524) and Brazilian (N = 955). Besides presenting the preferred destination brands for Brazilian and Portuguese tourists, the results confirm a basic assumption supporting this research program related to the geographic polarization of the most valued destination brands: “dream destination brands” correspond to destinations located farther from respondents’ home-places, in other continents, requiring long-haul air travel, while “favourite destination brands” are predominantly destinations located nearer, in respondents’ own countries or neighbouring countries
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spelling How can brand equity for tourism destinations be used to preview tourists’ destination choice? An overview from the top of Tower of BabelBrand equitydestination choicedream destinationfavourite destinationCustomer-based brand equity for tourism destinations (CBBE-TD) is a helpful construct to assess destination branding effectiveness. However, it would be even more useful if it could be integrated into a wider methodological approach articulating destination brand assessment with the destination choice process. This paper describes a new research programme – Favourite Destinations Worldwide – that includes three interrelated innovative tools: (1) the destination brand choice model that allows a better conceptualization of CBBE-TD in the context of destination choice; (2) the Tower of Babel platform, a multilingual online survey for data gathering, to assess CBBE-TD of all destinations competing in the world market; and (3) the Destination Brand Gnosis, a propriety software for qualitative data analysis, transforming the meta-data into a system for constantly evaluating brand attractiveness.  Additionally, for illustrative purposes empirical data from two national samples is presented: Portuguese (N = 524) and Brazilian (N = 955). Besides presenting the preferred destination brands for Brazilian and Portuguese tourists, the results confirm a basic assumption supporting this research program related to the geographic polarization of the most valued destination brands: “dream destination brands” correspond to destinations located farther from respondents’ home-places, in other continents, requiring long-haul air travel, while “favourite destination brands” are predominantly destinations located nearer, in respondents’ own countries or neighbouring countriesUniversity of Algarve2017-04-30info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articleapplication/pdfhttps://tmstudies.net/index.php/ectms/article/view/990Revista Encontros Científicos - Tourism & Management Studies; v. 13 n. 2 (2017); 13-23Tourism & Management Studies; Vol. 13 N.º 2 (2017); 13-23Tourism & Management Studies; Vol. 13 No. 2 (2017); 13-23Revista Encontros Científicos - Tourism & Management Studies; Vol. 13 Núm. 2 (2017); 13-232182-8466reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAPenghttps://tmstudies.net/index.php/ectms/article/view/990https://tmstudies.net/index.php/ectms/article/view/990/2355Copyright (c) 2017 Tourism & Management Studiesinfo:eu-repo/semantics/openAccessDias, FranciscoCardoso, Lucília2024-01-24T12:54:31Zoai:ojs.pkp.sfu.ca:article/990Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T00:56:27.089270Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv How can brand equity for tourism destinations be used to preview tourists’ destination choice? An overview from the top of Tower of Babel
title How can brand equity for tourism destinations be used to preview tourists’ destination choice? An overview from the top of Tower of Babel
spellingShingle How can brand equity for tourism destinations be used to preview tourists’ destination choice? An overview from the top of Tower of Babel
Dias, Francisco
Brand equity
destination choice
dream destination
favourite destination
title_short How can brand equity for tourism destinations be used to preview tourists’ destination choice? An overview from the top of Tower of Babel
title_full How can brand equity for tourism destinations be used to preview tourists’ destination choice? An overview from the top of Tower of Babel
title_fullStr How can brand equity for tourism destinations be used to preview tourists’ destination choice? An overview from the top of Tower of Babel
title_full_unstemmed How can brand equity for tourism destinations be used to preview tourists’ destination choice? An overview from the top of Tower of Babel
title_sort How can brand equity for tourism destinations be used to preview tourists’ destination choice? An overview from the top of Tower of Babel
author Dias, Francisco
author_facet Dias, Francisco
Cardoso, Lucília
author_role author
author2 Cardoso, Lucília
author2_role author
dc.contributor.author.fl_str_mv Dias, Francisco
Cardoso, Lucília
dc.subject.por.fl_str_mv Brand equity
destination choice
dream destination
favourite destination
topic Brand equity
destination choice
dream destination
favourite destination
description Customer-based brand equity for tourism destinations (CBBE-TD) is a helpful construct to assess destination branding effectiveness. However, it would be even more useful if it could be integrated into a wider methodological approach articulating destination brand assessment with the destination choice process. This paper describes a new research programme – Favourite Destinations Worldwide – that includes three interrelated innovative tools: (1) the destination brand choice model that allows a better conceptualization of CBBE-TD in the context of destination choice; (2) the Tower of Babel platform, a multilingual online survey for data gathering, to assess CBBE-TD of all destinations competing in the world market; and (3) the Destination Brand Gnosis, a propriety software for qualitative data analysis, transforming the meta-data into a system for constantly evaluating brand attractiveness.  Additionally, for illustrative purposes empirical data from two national samples is presented: Portuguese (N = 524) and Brazilian (N = 955). Besides presenting the preferred destination brands for Brazilian and Portuguese tourists, the results confirm a basic assumption supporting this research program related to the geographic polarization of the most valued destination brands: “dream destination brands” correspond to destinations located farther from respondents’ home-places, in other continents, requiring long-haul air travel, while “favourite destination brands” are predominantly destinations located nearer, in respondents’ own countries or neighbouring countries
publishDate 2017
dc.date.none.fl_str_mv 2017-04-30
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://tmstudies.net/index.php/ectms/article/view/990
url https://tmstudies.net/index.php/ectms/article/view/990
dc.language.iso.fl_str_mv eng
language eng
dc.relation.none.fl_str_mv https://tmstudies.net/index.php/ectms/article/view/990
https://tmstudies.net/index.php/ectms/article/view/990/2355
dc.rights.driver.fl_str_mv Copyright (c) 2017 Tourism & Management Studies
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2017 Tourism & Management Studies
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv University of Algarve
publisher.none.fl_str_mv University of Algarve
dc.source.none.fl_str_mv Revista Encontros Científicos - Tourism & Management Studies; v. 13 n. 2 (2017); 13-23
Tourism & Management Studies; Vol. 13 N.º 2 (2017); 13-23
Tourism & Management Studies; Vol. 13 No. 2 (2017); 13-23
Revista Encontros Científicos - Tourism & Management Studies; Vol. 13 Núm. 2 (2017); 13-23
2182-8466
reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron:RCAAP
instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron_str RCAAP
institution RCAAP
reponame_str Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
collection Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
repository.name.fl_str_mv Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
repository.mail.fl_str_mv
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