Brand equity in a tourism destination

William C. Gartner

Research output: Contribution to journalArticlepeer-review

81 Scopus citations


Brand equity is a well-known concept within the marketing sciences. It refers to a product's value from the return generated from a firm's marketing strategy. The concept is not easy to apply to a destination as the destination 'firm' is a mix of various stakeholders including residents who offer their space to tourists without remuneration. In this article, the history of destination image studies is traced to its eventual evolution into destination branding. The concept of destination brand equity is then discussed as more than a simple return to a destination's marketing strategy. The case is made that destination brand equity is integrally tied to sustainability. The article offers a model and corresponding equations to measure destination sustainability arguing that brand equity measurement is one and the same process. Owing to the unique characteristics of a destination the two concepts converge.

Original languageEnglish (US)
Pages (from-to)108-116
Number of pages9
JournalPlace Branding and Public Diplomacy
Issue number2
StatePublished - May 2014


  • Destination brand
  • Destination image
  • Place brand equity
  • Sustainability


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