Customer-based brand equity for a destination

Maja Konecnik, William C. Gartner

Research output: Contribution to journalArticlepeer-review

491 Scopus citations


The paper introduces the concept of customer-based brand equity and applies it to a destination. The theoretically proposed and empirically verified model complements previous research findings on a destination's evaluation from the tourist's perspective. In addition to numerous studies, which have stressed the importance of image, the results of this study imply that an image plays a vital role in evaluation but is not the only brand dimension that should be considered. For a more complete evaluation, the dimensions of awareness, quality, and loyalty should also be examined. The concept of brand equity was tested on two Slovenian markets. Results reveal that brand equity differed between the markets according to their evaluation of brand dimensions.

Original languageEnglish (US)
Pages (from-to)400-421
Number of pages22
JournalAnnals of Tourism Research
Issue number2
StatePublished - Apr 2007


  • awareness
  • brand
  • destination
  • image
  • loyalty


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