Consumer-based brand equity (CBBE) in the context of an international stopover destination: Perceptions of Dubai in France and Australia

ORCID Identifiers

0000-0002-4672-3410

Document Type

Article

Source of Publication

Tourism Management

Publication Date

12-1-2018

Abstract

© 2018 Elsevier Ltd There has been limited published research examining travellers’ perceptions of international stopover destinations. This manuscript reports the modelling of consumer-based brand equity (CBBE) for Dubai, the first CBBE study to do so in the context of a stopover destination. Dubai has emerged relatively recently as a stopover destination option during long haul travel between UK/Europe and Australia/South Pacific, to rival traditional destinations such as Hong Kong and Singapore. The CBBE model was tested using survey data from samples of consumers in two geographically distant markets; France (n = 365) and Australia (n = 403). The findings suggest destination brand awareness, destination brand image and destination brand value are positively related to attitudinal destination loyalty. However, destination brand quality was not positively associated with loyalty. As a relatively new stopover destination for long haul travellers, Dubai is perceived more positively by previous visitors than those who have never visited the destination.

ISSN

0261-5177

Publisher

Elsevier Ltd

Volume

69

First Page

297

Last Page

306

Disciplines

Social and Behavioral Sciences

Keywords

CBBE, Destination branding, Destination image, Destination marketing, Dubai, Long haul, Stopover

Scopus ID

85048977772

Indexed in Scopus

yes

Open Access

no

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