Tourism destination brand equity dimensions: Renewal versus repeat market

William C. Gartner, Maja Konecnik Ruzzier

Research output: Contribution to journalArticlepeer-review

132 Scopus citations


This article investigates the concept of customer-based brand equity for a tourism destination, which has been introduced into the tourism literature only a few years ago. Specifically, it investigates whether differences between renewal and repeat tourists exist in their evaluation of a tourism destination. A theoretically proposed model, encompassing the dimensions of awareness, image, quality, and loyalty, was empirically verified for the European tourism destination Slovenia from the perspective of German tourists. The results imply that the dimensions of image and quality play the most important role in tourists' evaluation of a destination, regardless of whether they are first-time visitors or repeaters. Results also reveal differences in importance for the dimensions of awareness and loyalty between renewal and repeat tourists. Drawing on the results, the article offers some implications for tourism organizations in developing and implementing destination marketing strategies in foreign markets.

Original languageEnglish (US)
Pages (from-to)471-481
Number of pages11
JournalJournal of Travel Research
Issue number5
StatePublished - Sep 2011


  • brand
  • customer perspective
  • destination
  • renewal visitors
  • repeat visitors
  • tourism marketing


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