Study "Brand value of tourist destinations"
This study deals with determining the customer-oriented brand value of destinations. Through the use of the so-called “Four Brand Dimensions”, the high demands on destinations to affect the consciousness of the vacationers are clarified. This is done via the following 4 process levels:
This study deals with determining the customer-oriented brand value of destinations. Through the use of the so-called “Four Brand Dimensions”, the high demands on destinations to affect the consciousness of the vacationers are clarified. This is done via the following 4 process levels:
- How well-known is my destination? (1st level = awareness)
- How likable do people perceive my destination? (2nd level = likeability)
- Will my destination be considered for future trips (short/long)? (3rd level = willingness to visit)
- Has my destination already been visited? (4th level : use / personal bonding)
The reporting of the transfer rates of the individual process levels also provides important insights for activating marketing.
Since 2015, the disposition to recommend is also queried as another important element of a comprehensive brand value analysis. Moreover, competitor comparisons (benchmarking), time series comparisons (if applicable) and individual target group analyses are carried out.
Autumn 2020: Survey of the brand value of tourist destinations + COVID 19 effects on the destination brand in the source markets:
- Germany, Austria, Switzerland, Netherlands,
- France, Italy, Spain, United Kingdom,
- China and the USA
You are interested and would like to participate in this year's survey? You can find the evaluation order DB20 for your order and further information here.
Previous surveys on brand value:
- German tourist destinations in the source market Germany Deutschland in 2009, 2012, 2015: Overview of examined destinations
- International tourist destinations in the source market Germany in 2012: Overview of examined destinations
- International tourist destinations in 13 international source markets in 2015: Overview of examined destination
Your destination is one of the examined destinations in DB18? Are you interested to place a follow-up order and gain destination-specific data on the brand value of your destination? Feel free to contact us at any time. We will be glad to send you the order form specifically for your destination.
Contact for DESTINATION BRAND: Ellen Böhling, +49 (0) 40 414 3887 412, ellen.boehling@inspektour.de