Destination brand equity for European City Destinations: From a customer perspective
Author
Bordea, Andreea
Term
4. term
Education
Publication year
2014
Submitted on
2014-06-02
Pages
101
Abstract
Dette speciale adresserer manglen på teori og målemetoder for destination brand equity i en destinationskontekst, særligt set fra kundens perspektiv og med fokus på europæiske bydestinationer. Formålet er at konceptualisere, operationalisere og teste, hvilke elementer rejsende bruger til at vurdere en bys brand. Undersøgelsen anvender en eksplorativ mixed-methods-tilgang: Først gennemføres kvalitative interviews med Repertory Grid Technique for at fremkalde de attributter, som interviewpersoner lægger vægt på; disse analyseres og omsættes til en skala til spørgeskema. Dernæst testes attributterne kvantitativt via en online-undersøgelse og analyseres med eksplorativ faktoranalyse. Den kvalitative fase identificerede ni temaer—bl.a. historie og kulturarv, attraktioner, aktiviteter, lokale beboere, service, image, atmosfære, æstetik og sikkerhed—som en kundebaseret konceptualisering af destination brand equity. Den kvantitative fase understøttede en firefaktormodel med dimensioner som bl.a. uncrowdness (ikke-travlhed), sikkerhed, destinationsattributter og destinationsbevidsthed. Specialet bidrager med et kundebaseret rammeværk og et praktisk måleværktøj, der kan hjælpe destinationsorganisationer i Europa med at vurdere og styre deres brandperformance.
This thesis addresses the lack of theory and measurement for destination brand equity in a destination context, particularly from the customer perspective and with a focus on European city destinations. Its purpose is to conceptualize, operationalize, and test the elements travelers use to evaluate a city’s brand. An exploratory mixed-methods design is employed: qualitative interviews using the Repertory Grid Technique elicit the attributes people rely on, which are then analyzed and translated into a questionnaire scale; the attributes are subsequently tested via an online survey and analyzed with exploratory factor analysis. The qualitative phase identified nine themes—such as history and heritage, attractions, activities, locals, services, image, atmosphere, aesthetics, and safety—forming a customer-based conceptualization of destination brand equity. The quantitative phase supported a four-factor model with dimensions including uncrowdedness, safety, destination attributes, and destination awareness. The study contributes a customer-based framework and practical measurement tool to help European destination management organizations assess and manage brand performance.
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