Evaluative images and tourism: the use of personal constructs to describe the structure of destination images

Prior research at the regional scale suggests that two components underlie people\u27s evaluations of tourist destina tions: arousing-sleepy and pleasant-unpleasant. A study was undertaken to see if these dimensions also apply at the international and local levels. Although their relevance at the local level appeared to be masked by individuals\u27 personal experiences and knowledge, their applicability at the international scale supports the existence of an underlying general schema in environmental evaluation

Destination branding case study: Tracking brand equity for an emerging destination between 2003 and 2007

Place branding has become a major focus of operations for destination marketing organizations (DMOs) striving for differentiation in cluttered markets. The topic of destination branding has only received attention in the tourism literature since the late 1990s, and there has been relatively little research reported in relations to analyzing destination brand effectiveness over time. This article reports an attempt to oprationalize the concept of consumer-based brand equity (CBBE) for an emerging destination over two points in time. The purpose of the project was to track the effectiveness of the brand in 2007 against benchmarks that were established in a 2003 student at the commencement of a new destination brand campaign. The key finding was there was no change in perceived performance for the destination across the brand's performance indicators and CBBE dimensions. Because of the common challenges faced by DMOs worldwide, it is suggested the CBBE hierarchy provides destination marketers with a practical tool for evaluation brand performance over time