Abstract

Brand extension—marketing of a new product as an extension of an existing one—is a well-known strategy to increase brand value in an efficient way. However, the concept has not been sufficiently addressed in the field of destination branding. This study introduces the concept of destination-to-destination brand extension (or “destination extension”) and empirically tests its practical utility using an experimental design. In this design, two established tourism brands, South Korea and UNESCO World Heritage Site, were positioned as potential parent brands while the newly emerging destination of Jeju, the only island in the world with three UNESCO designations of outstanding value, was positioned as the extended brand. After analyzing how parent brand equity as well as the perceived fit between the parent and extended brands influence the brand equity of Jeju, this study demonstrates the feasibility of “destination extension” as an alternative marketing strategy for tourist destinations.

Talk to us

Join us for a 30 min session where you can share your feedback and ask us any queries you have

Schedule a call

Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.