One of the most popular topics in the tourism literature in the past 30 years has been destination image measurement. The purpose of this paper is to enhance understanding of potential limitations inherent in the development of tourism destination brand image questionnaires. A review of 262 studies published between 1973 and 2007 was undertaken to identify key characteristics of the measurement approaches used, for which structured questionnaires were by far the most common method. One of the outcomes of the review was the identification of five key limitations of the structured questionnaires. Rationale for consideration of these by marketing researchers is offered. The paper will be of interest to tourism practitioners and marketing researchers with a vested interest in the marketing of a destination, as well as research students and supervising academics interested in destination branding and marketing.
Growing brand awareness and a good image is a difficult thing to do, for sure, and this is a great article. I find that beating out the competition is the hardest part of this process, simply because (unless you’re in a very unique market) there are always a million other guys trying to do the same thing you do, but cheaper.
2012 Thesis …EFFECT OF BRAND IMAGE …
News representations and discursive constructions of national environmental reputation and place brand image: The case of clean, green New Zealand (Thesis, Doctor of Philosophy (PhD)).