The focus of this sub-study is to determine the customer-oriented brand strength of destinations. Based on the so-called “Four dimensional brand model“, it is determined to what extent the destination brand is already anchored in the consciousness of potential guests. The evaluation is carried out in the following 4 stages:
1. How well-known is my destination? (1st stage = awareness)
2. How likable do potential holidaymakers perceive my destination? (2nd stage = likeability)
3. Will my destination be considered for future trips (short/long trips)? (3rd stage = willingness to visit)
4. Has my destination already been visited? (4th stage = use / personal bonding)
By showing the transfer rates between the individual stages, important insights are also gained for activating marketing.
In addition, time series and competitor comparisons (benchmarking) as well as individual target group analyses according to the SINUS Milieus® and BeST types of holidaymakers are carried out.
Destination Brand 20 (DB20): In last year’s survey, the brand value of destinations + the COVID-19 impact on the destination brand was surveyed for the first time in 10 source markets: Germany, Austria, Switzerland, Netherlands, France, Italy, Spain, UK, China and USA. Following an overview of the destinations evaluated: Overview of surveyed German and international destinations in DB20.
Is your destination among surveyed destinations? Are you interested in a subsequent destination-specific data preparation for your destination? Feel free to contact us at any time. We will be glad to send you the order form specifically for your destination.
Overview of previous surveys measuring the brand value of tourist destinations: