TY - JOUR
T1 - Tourism destination brand equity dimensions
T2 - Renewal versus repeat market
AU - Gartner, William C.
AU - Ruzzier, Maja Konecnik
PY - 2011/9
Y1 - 2011/9
N2 - This article investigates the concept of customer-based brand equity for a tourism destination, which has been introduced into the tourism literature only a few years ago. Specifically, it investigates whether differences between renewal and repeat tourists exist in their evaluation of a tourism destination. A theoretically proposed model, encompassing the dimensions of awareness, image, quality, and loyalty, was empirically verified for the European tourism destination Slovenia from the perspective of German tourists. The results imply that the dimensions of image and quality play the most important role in tourists' evaluation of a destination, regardless of whether they are first-time visitors or repeaters. Results also reveal differences in importance for the dimensions of awareness and loyalty between renewal and repeat tourists. Drawing on the results, the article offers some implications for tourism organizations in developing and implementing destination marketing strategies in foreign markets.
AB - This article investigates the concept of customer-based brand equity for a tourism destination, which has been introduced into the tourism literature only a few years ago. Specifically, it investigates whether differences between renewal and repeat tourists exist in their evaluation of a tourism destination. A theoretically proposed model, encompassing the dimensions of awareness, image, quality, and loyalty, was empirically verified for the European tourism destination Slovenia from the perspective of German tourists. The results imply that the dimensions of image and quality play the most important role in tourists' evaluation of a destination, regardless of whether they are first-time visitors or repeaters. Results also reveal differences in importance for the dimensions of awareness and loyalty between renewal and repeat tourists. Drawing on the results, the article offers some implications for tourism organizations in developing and implementing destination marketing strategies in foreign markets.
KW - brand
KW - customer perspective
KW - destination
KW - renewal visitors
KW - repeat visitors
KW - tourism marketing
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U2 - 10.1177/0047287510379157
DO - 10.1177/0047287510379157
M3 - Article
AN - SCOPUS:80051810737
SN - 0047-2875
VL - 50
SP - 471
EP - 481
JO - Journal of Travel Research
JF - Journal of Travel Research
IS - 5
ER -