Building the Destination Brand: An Empirical Comparison of Two Approaches |
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Authors: | Richard Trembath Jenni Romaniuk Larry Lockshin |
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Institution: | 1. Greenhill Research and Planning , P. O. Box 451, Unley, South Australia , 5061Richard@greenhillresearch.com.au;3. Ehrenberg Bass Institute for Marketing Science , University of South Australia , Adelaide, Australia |
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Abstract: | Destination brand strategies have in the main assumed that consumers actively seek and process information about potential destinations with their choice determined on the basis of a favorable attitude toward the destination. This article examines an alternative approach to destination branding, which relates to building the salience of the destination to increase the likelihood that the destination will be considered in purchase situations. The study examines the predictive validity of brand salience measures for a set of travel destinations compared with the predictive validity of traditional attitude-based measures. The results of the research provide empirical support for a salience approach to destination marketing for domestic tourism in Australia. |
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Keywords: | Tourism marketing destination branding brand salience |
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