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Conceptualising tourist based brand-equity pyramid: an application of Keller brand pyramid model to destinations

Author

Listed:
  • Anish Yousaf

    (Mittal School of Business, Lovely Professional University, Phagwara, Punjab, India)

  • Insha Amin

    (Center for Hospitality & Tourism, Baba Ghulam Shah Badshah University, Rajouri (J&K), India)

  • Anil Gupta

    (he Business School & SHTM, University of Jammu, Jammu, India)

Abstract

Purpose – Different scales available for measuring the brand-equity of destinations are found to be much tourist centric and did not present a holistic view regarding building sustainable customer based brand-equity for destinations. Current study aim at conceptually addressing this important issue and present a modified framework for developing and measuring the customer-based brand equity of tourist destinations using Keller (2001). Design – Extensive literature review was done and 84 articles published in the domain of brand-equity in tourism and related areas were downloaded from various known databases to support arguments. In addition, UNWTO reports were also used. Cooper (1980) guidelines were used for exploring relevant articles. Findings – It is argued that the first step for building strong brand-equity of destination starts with identification of destination’ salience followed by destination performance and destination imagery, destination judgements and feelings, and destination brand resonance. Consequences of having high brand-equity are also discussed. Originality – The tourist based brand-equity pyramid is the very first framework which is using Keller (2001) for explaining sustainable brand-equity formation of tourist’s destinations. Current framework not only give a deep understanding of how to build brand-equity of destinations but also on how to develop strong, emotional bonds with the tourists and hence sustaining the brand-equity.

Suggested Citation

  • Anish Yousaf & Insha Amin & Anil Gupta, 2017. "Conceptualising tourist based brand-equity pyramid: an application of Keller brand pyramid model to destinations," Tourism and Hospitality Management, University of Rijeka, Faculty of Tourism and Hospitality Management, vol. 23(1), pages 119-137, May.
    • Handle: RePEc:tho:journl:v:23:y:2017:n:1:p:119-137
    DOI: 10.20867/thm.23.1.1
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    References listed on IDEAS

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    1. Farai Chigora & Promise Zvavahera, 2015. "Awareness Completes Brand Loyalty: Reality of Zimbabwe Tourism Destination," Business and Management Horizons, Macrothink Institute, vol. 3(2), pages 60-69, December.
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    Cited by:

    1. Hanna Górska-Warsewicz, 2020. "Factors Determining City Brand Equity—A Systematic Literature Review," Sustainability, MDPI, vol. 12(19), pages 1-35, September.
    2. Yaodong Zhu & Norzaidahwati Zaidin & Yibei Pu, 2022. "Local Residents Becoming Local Tourists: Value Co-Creation in Chinese Wetland Parks during the COVID-19 Pandemic," Sustainability, MDPI, vol. 14(19), pages 1-17, October.
    3. Flávio Tiago & Pedro Correia & Victor-Alexandru Briciu & Teresa Borges-Tiago, 2021. "Geotourism Destinations Online Branding Co-Creation," Sustainability, MDPI, vol. 13(16), pages 1-18, August.
    4. Chi, Hsin-Kuang & Huang, Kuo-Chung & Nguyen, Huan Minh, 2020. "Elements of destination brand equity and destination familiarity regarding travel intention," Journal of Retailing and Consumer Services, Elsevier, vol. 52(C).

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    More about this item

    Keywords

    brand equity; branding; brand-equity pyramid; destination based brand equity; destinations; tourism;
    All these keywords.

    JEL classification:

    • L83 - Industrial Organization - - Industry Studies: Services - - - Sports; Gambling; Restaurants; Recreation; Tourism

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