The Management of Destination Branding: Applying Tourist-Based Brand Equity to Utah as a Tourist Destination
Yang Huo

By examining the relevant studies and models in the destination brand equity, this study explored the dimensions of the tourist-based brand equity (TBBE) of a destination. In addition, this study observed and identified the tourists’ perceptions and their experiences with Utah in the context of four dimensions of TBBE and their relationships. This study also applied the proposed TBBE model as a means of measuring brand equity for Utah as a long haul destination in an emerging market to the domestic and foreign tourists. Confirmatory factor analysis was performed to verify whether the proposed model fit into the Utah case and results indicated the TBBE model fit the data. The results also showed that a positive relationship exists between brand awareness and brand loyalty. The findings suggest that the Utah tourism industry should measure brand equity more closely and extensively with other dimensions to provide an effective marketing strategy to the prospective visitors/tourists.

Full Text: PDF     DOI: 10.15640/jthm.v5n2a10