Measuring Tourism Destination Brand Equity by Using Associative Networks

Abstract

A holistic approach to measuring tourism destination brand equity is proposed by using associative networks analysis, to overcome the shortage in the other traditional methods. three Egyptian destinations’ brand equity is tested through data collected by the brand concept map technique. The findings showed a significant relationship between the tourism destination brand equity and two characteristics of brand associations (strength and uniqueness) and a nonsignificant relationship with the third characteristic (favorability). Moreover, the findings indicated a significant relationship between the Central characteristics (degree centrality, betweenness centrality, and closeness centrality) of brand associations and the tourism destination brand equity. Furthermore, managerial Implications for strategic brand development and management are deduced.