Consumer-based brand equity (CBBE) in the context of an international stopover destination: Perceptions of Dubai in France and Australia |
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| Affiliation: | 1. Zayed University, Dubai, United Arab Emirates;2. QUT, Brisbane, Australia;1. School of Hotel and Tourism Management, The Hong Kong Polytechnic University, Kowloon, Hong Kong;2. Marriott Professor of Revenue Management, Department of Hospitality and Tourism Management, Pamplin College of Business, Virginia Tech, Blacksburg VA 24061, USA;1. Department of Public Health, School of Health, Ilam University of Medical Sciences, Ilam, Iran;2. Iranian Center of Excellence in Health Management, School of Management and Medical Informatics, Tabriz University of Medical Sciences, Tabriz, Iran;3. Tabriz Health Service Management Research Center, School of Management and Medical Informatics, Tabriz University of Medical Sciences, Tabriz, Iran;1. Center for Hospitality and Tourism Research, School of Hospitality and Tourism Management, Oklahoma State University, 365 Human Sciences, Stillwater, OK 74078, USA;2. The Cecil B. Day School of Hospitality Administration, J. Mack Robinson College of Business, Georgia State University, 35 Broad Street NW #215, Atlanta, GA 30303, USA;3. School of Hospitality and Tourism Management, Oklahoma State University, 365 Human Sciences, Stillwater, OK 74078, USA;1. Akdeniz University, Tourism Faculty, Campus. Antalya, Turkey;2. College of Law and Business, Faculty of Business Administration, Ramat-Gan, Israel;1. Department of Marketing, University of Castilla-La Mancha, Cobertizo San Pedro Mártir s/n, 45071 Toledo, Spain;2. Universidad Autónoma de Chile, Santiago, Chile;3. Plymouth Business School, Plymouth University, Plymouth, UK |
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| Abstract: | There has been limited published research examining travellers’ perceptions of international stopover destinations. This manuscript reports the modelling of consumer-based brand equity (CBBE) for Dubai, the first CBBE study to do so in the context of a stopover destination. Dubai has emerged relatively recently as a stopover destination option during long haul travel between UK/Europe and Australia/South Pacific, to rival traditional destinations such as Hong Kong and Singapore. The CBBE model was tested using survey data from samples of consumers in two geographically distant markets; France (n = 365) and Australia (n = 403). The findings suggest destination brand awareness, destination brand image and destination brand value are positively related to attitudinal destination loyalty. However, destination brand quality was not positively associated with loyalty. As a relatively new stopover destination for long haul travellers, Dubai is perceived more positively by previous visitors than those who have never visited the destination. |
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| Keywords: | CBBE Stopover Destination marketing Destination branding Destination image Dubai Long haul |
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