Consumer‐based brand equity for Australia as a long‐haul tourism destination in an emerging market

Abstract

Purpose: Although the branding literature emerged during the 1940s, research relating to tourism destination branding has only gained momentum since the late 1990s. There remains a lack of theory in particular that addresses the measurement of the effectiveness of destination branding over time. The purpose of this paper is to test the effectiveness of a model of consumer‐based brand equity (CBBE) for a country destination. Design/methodology/approach: A model of CBBE was adapted from the marketing literature and applied to a nation context. The model was tested by using structural equation modelling with data from a large Chilean sample (n=845) comprising a mix of previous visitors and non‐visitors. The model fits the data well. Findings: The paper reports the results of an investigation into brand equity for Australia as a long‐haul destination in an emerging market. The research took place just before the launch of the nation's fourth new brand campaign in six years. The results indicate Australia is a well‐known but not compelling destination brand for tourists in Chile, which reflects the lower priority the South American market has been given by the national tourism office. Practical implications: The paper suggested that CBBE measures could be analysed at various points in time to track any strengthening or weakening of market perceptions in relation to brand objectives. A standard CBBE instrument could provide long‐term effectiveness performance measures regardless of changes in destination marketing organisation staff, advertising agency, other stakeholders and budget. Originality/value: The paper contributes to the nation‐branding literature by being one of the first to test the efficacy of a model of CBBE for a tourism destination brand.