IDEAS home Printed from https://ideas.repec.org/a/tho/journl/v23y2017n1p119-137.html
   My bibliography  Save this article

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
    as

    Download full text from publisher

    File URL: http://hrcak.srce.hr/file/266535
    Download Restriction: no
    File URL: https://libkey.io/10.20867/thm.23.1.1?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    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.
    2. Gordon Liu & Catherine Liston-Heyes & Wai-Wai Ko, 2010. "Employee Participation in Cause-Related Marketing Strategies: A Study of Management Perceptions from British Consumer Service Industries," Journal of Business Ethics, Springer, vol. 92(2), pages 195-210, March.
    3. Gómez, Mar & Lopez, Carmen & Molina, Arturo, 2015. "A model of tourism destination brand equity: The case of wine tourism destinations in Spain," Tourism Management, Elsevier, vol. 51(C), pages 210-222.
    4. Dilek Cetindamar, 2007. "Corporate Social Responsibility Practices and Environmentally Responsible Behavior: The Case of The United Nations Global Compact," Journal of Business Ethics, Springer, vol. 76(2), pages 163-176, December.
    5. Oriola Theodhori & Eleina Qirici, 2014. "The Impact Of Destination Branding To Tourists Behavior Albania In Focus," Journal of Knowledge Management, Economics and Information Technology, ScientificPapers.org, vol. 4(1.1), pages 1-19, February.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    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. 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.
    3. 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.
    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).

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Anish Yousaf & Insha Amin, 2017. "Can customer based brand equity help destinations to stay in race? An empirical study of Kashmir valley," Tourism and Hospitality Management, University of Rijeka, Faculty of Tourism and Hospitality Management, vol. 23(2), pages 251-266, November.
    2. 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.
    3. Tsai, Wen-Hsien & Hsu, Jui-Ling, 2008. "Corporate social responsibility programs choice and costs assessment in the airline industry—A hybrid model," Journal of Air Transport Management, Elsevier, vol. 14(4), pages 188-196.
    4. Heloïse Berkowitz & Marcelo Bucheli & Hervé Dumez, 2017. "Collectively Designing CSR Through Meta-Organizations: A Case Study of the Oil and Gas Industry," Journal of Business Ethics, Springer, vol. 143(4), pages 753-769, July.
    5. Heejung Byun & Tae-Hyun Kim, 2017. "Identity Claims and Diffusion of Sustainability Report: Evidence from Korean Listed Companies, 2003–2010," Journal of Business Ethics, Springer, vol. 140(3), pages 551-565, February.
    6. Martin Mueller & Virginia dos Santos & Stefan Seuring, 2009. "The Contribution of Environmental and Social Standards Towards Ensuring Legitimacy in Supply Chain Governance," Journal of Business Ethics, Springer, vol. 89(4), pages 509-523, November.
    7. He, Feng & Guo, Xinyao & Yue, Pengpeng, 2024. "Media coverage and corporate ESG performance: Evidence from China," International Review of Financial Analysis, Elsevier, vol. 91(C).
    8. Gordon Liu & Wai Wai Ko, 2014. "An integrated model of cause-related marketing strategy development," AMS Review, Springer;Academy of Marketing Science, vol. 4(3), pages 78-95, December.
    9. Luis A. Perez-Batres & Van V. Miller & Michael J. Pisani & Irene Henriques & Jose A. Renau-Sepulveda, 2012. "Why Do Firms Engage in National Sustainability Programs and Transparent Sustainability Reporting?," Management International Review, Springer, vol. 52(1), pages 107-136, February.
    10. Busaya Virakul & Kalayanee Koonmee & Gary N. McLean, 2009. "CSR activities in award‐winning Thai companies," Social Responsibility Journal, Emerald Group Publishing Limited, vol. 5(2), pages 178-199, June.
    11. Luis Perez-Batres & Jonathan Doh & Van Miller & Michael Pisani, 2012. "Stakeholder Pressures as Determinants of CSR Strategic Choice: Why do Firms Choose Symbolic Versus Substantive Self-Regulatory Codes of Conduct?," Journal of Business Ethics, Springer, vol. 110(2), pages 157-172, October.
    12. Francesco Gangi & Jérôme Méric & Rémi Jardat & Lucia Michela Daniele, 2019. "Business for society," Post-Print hal-02382307, HAL.
    13. Luis Alfonso Dau & Elizabeth M. Moore & Jonathan P. Doh & Margaret A. Soto, 2022. "Does global integration stimulate corporate citizenship? The effect of international trade agreements and regulatory quality on state and private firm adoption of CSR standards," Journal of International Business Policy, Palgrave Macmillan, vol. 5(3), pages 328-352, September.
    14. Jae-Jang Yang & Rajesh Iyer & Yong-Ki Lee, 2022. "Why Do Local Foodscapes Matter in Building Tourist Trust and Loyalty?," Sustainability, MDPI, vol. 14(4), pages 1-16, February.
    15. Greinert, Andrzej & Kostecki, Jakub & Vystavna, Yuliya, 2019. "The history of viticultural land use as a determinant of contemporary regional development in Western Poland," Land Use Policy, Elsevier, vol. 85(C), pages 249-258.
    16. Gordon Liu & Teck-Yong Eng & Wai-Wai Ko, 2013. "Strategic Direction of Corporate Community Involvement," Journal of Business Ethics, Springer, vol. 115(3), pages 469-487, July.
    17. Moses Msiska & Alex Ng & Randall K. Kimmel, 2021. "Doing well by doing good with the performance of United Nations Global Compact Climate Change Champions," Palgrave Communications, Palgrave Macmillan, vol. 8(1), pages 1-11, December.
    18. Blanca de-Miguel-Molina & Vicente Chirivella-González & Beatriz García-Ortega, 2016. "Corporate philanthropy and community involvement. Analysing companies from France, Germany, the Netherlands and Spain," Quality & Quantity: International Journal of Methodology, Springer, vol. 50(6), pages 2741-2766, November.
    19. Andreas Hoepner & Arleta Majoch, 2016. "Pension Funds and the Principles for Responsible Investment: Multiplying Stakeholder Salience?," ICMA Centre Discussion Papers in Finance icma-dp2016-07, Henley Business School, University of Reading.
    20. Tobias Gerwing & Peter Kajüter & Maximilian Wirth, 2022. "The role of sustainable corporate governance in mandatory sustainability reporting quality," Journal of Business Economics, Springer, vol. 92(3), pages 517-555, April.

    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

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:tho:journl:v:23:y:2017:n:1:p:119-137. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Ana Montan (email available below). General contact details of provider: http://www.fthm.uniri.hr/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.