Destination Brand Equity:

Abstract

Research on destination brand has been performed in the tourism marketing field since the mid-1990s. Studies of the brand perspective on destination started from changes in the tourism environment, such as expansion of tourism opportunities, increasing re-visitors, and a continued segmentation strategy from competitive destinations. In particular, the target of destination brand equity has been examined based on sustainable competitiveness of the destination. However, research on destination brand equity still has a number of problems. The aim of this study is to investigate the characteristics and future issues of destination brand equity, as well as summarizing research on the destination brand.

Keywords

• destination brand
• destination brand equity
• customer based brand equity