Destination Brand Promise: The Core of Customer-Based Brand Equity Modeling

Abstract

The present study contributes to the discussion on transferring the concept of customer-based brand equity (CBBE) to a tourism destination context. The core component of the proposed CBBE model for tourism destinations (CBDBE) considers customers' evaluation of the destination promise in terms of the transformation of destination resources into value-in-use for tourists. The introduced CBDBE model consists of six interdependent constructs, including awareness, tourists' perception of functional, tangible and social destination resources, value-in-use disclosing the purpose and benefits of consumption, value-for-money, satisfaction and loyalty. The model was tested for the leading Swedish mountain destination Åre for the summer season by using customer-based survey data and a linear structural equation modeling (SEM) approach. Findings confirm the hypothesized relationships and the hierarchical structure of the proposed model. Managerial implications are discussed and the agenda for future CBDBE research is outlined.