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: http://scielo.pt/scielo.php?script=sci_arttext&pid=S2182-84582017000200002
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 countriesEscola Superior de Gestão, Hotelaria e Turismo da Universidade do Algarve2017-06-01info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articletext/htmlhttp://scielo.pt/scielo.php?script=sci_arttext&pid=S2182-84582017000200002Tourism & Management Studies v.13 n.2 2017reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAPenghttp://scielo.pt/scielo.php?script=sci_arttext&pid=S2182-84582017000200002Dias,FranciscoCardoso,Lucíliainfo:eu-repo/semantics/openAccess2024-02-06T17:29:08Zoai:scielo:S2182-84582017000200002Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T02:33:12.089055Repositório 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 2017-06-01
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 http://scielo.pt/scielo.php?script=sci_arttext&pid=S2182-84582017000200002
url http://scielo.pt/scielo.php?script=sci_arttext&pid=S2182-84582017000200002
dc.language.iso.fl_str_mv eng
language eng
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dc.publisher.none.fl_str_mv Escola Superior de Gestão, Hotelaria e Turismo da Universidade do Algarve
publisher.none.fl_str_mv Escola Superior de Gestão, Hotelaria e Turismo da Universidade do Algarve
dc.source.none.fl_str_mv Tourism & Management Studies v.13 n.2 2017
reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron:RCAAP
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