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Destination-Based Brand Equity: The Impact of Destination Image on the destination stakeholders

Abstract
Destination image has been an important topic in tourism research. The appeal of a destination’s image can contribute to a destination’s competitiveness. A wide range of factors contribute to the strength of the destination image, and the value extends beyond consumers to destination stakeholders. While a range of issues around destination image have been examined, there remains much to be explored. There is a paucity of research on the value created for these stakeholders by the brand image. There is also a gap in our understanding of the impact of destination image on destination stakeholder behavior. It is anticipated that operators in destinations with an image that emphasizes nature, and the environment will be more likely to undertake environmentally sustainable activities. This study aims to understand how the stakeholder perceives the value of the destination image and the impact of image considerations on stakeholders' actions in a destination.
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