Developing a consumer-based brand equity model in an Aboriginal tourism context
Developing a consumer-based brand equity model in an Aboriginal tourism context Conference Paper
6th International Colloquium on Tourism and Leisure (ICTL)
- Author(s): Janine Ashwell
- Published: 2013
Abstract: This paper reports results from an exploratory study, which forms part of a larger multi-method project investigating the drivers of destination choice in Aboriginal tourism within Australia. Utilising Trip Advisor as a qualitative data source, dimensions of consumer based brand equity in an Aboriginal tourism context were identified for application in a future survey. The findings suggest that the dimensions of image, quality, value and loyalty are appropriate for an Aboriginal tourism model, although differences exist between target markets based on geographical residency. The conclusion identifies considerations for future research and implications for tourism operators.
- Urls: https://nintione.com.au/resource/Ashwell.ICTL_DevelopingBrandEquityinAboriginalTourism.pdf
- Publisher Location: Bangkok