Does brand concept mapping determine destination brand associations and image?
Does brand concept mapping determine destination brand associations and image?
Brand concept maps (BCM) is a mind-mapping method researchers use to explore brand association and brand image, but applications of BCM are rare in tourism research. The aim of the study is to assess usefulness of BCM for developing destination brand association networks and destination brand image in a domestic (Bolu in Turkey) and an international (Bali in Indonesia) tourism destination. Destination brand associations are generated through interviewing 40 participants, and two destination BCM are developed through aggregating individual BCM from 250 respondents. The findings of the study suggest that BCM are effective for determining the most salient destination brand features and destination brand association networks.
Brand association strength, Brand associations, Brand concept mapping, Tourism destinations, Tourists
515-528
Çifci, Sertaç
535c6a6b-aee6-4b23-8810-07ff95f7dce9
Japutra, Arnold
004a3f8c-4d07-4cc7-8660-c5b3a5983760
Ekinci, Yuksel
4b14fabd-b126-4462-beda-91d427230cda
Gordon-Wilson, Sianne
df3537b7-9525-468d-a390-440bddfc04d6
16 December 2022
Çifci, Sertaç
535c6a6b-aee6-4b23-8810-07ff95f7dce9
Japutra, Arnold
004a3f8c-4d07-4cc7-8660-c5b3a5983760
Ekinci, Yuksel
4b14fabd-b126-4462-beda-91d427230cda
Gordon-Wilson, Sianne
df3537b7-9525-468d-a390-440bddfc04d6
Çifci, Sertaç, Japutra, Arnold, Ekinci, Yuksel and Gordon-Wilson, Sianne
(2022)
Does brand concept mapping determine destination brand associations and image?
Tourism Analysis, 27 (4), .
(doi:10.3727/108354222X16479671274081).
Abstract
Brand concept maps (BCM) is a mind-mapping method researchers use to explore brand association and brand image, but applications of BCM are rare in tourism research. The aim of the study is to assess usefulness of BCM for developing destination brand association networks and destination brand image in a domestic (Bolu in Turkey) and an international (Bali in Indonesia) tourism destination. Destination brand associations are generated through interviewing 40 participants, and two destination BCM are developed through aggregating individual BCM from 250 respondents. The findings of the study suggest that BCM are effective for determining the most salient destination brand features and destination brand association networks.
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Published date: 16 December 2022
Keywords:
Brand association strength, Brand associations, Brand concept mapping, Tourism destinations, Tourists
Identifiers
Local EPrints ID: 501495
URI: http://eprints.soton.ac.uk/id/eprint/501495
ISSN: 1083-5423
PURE UUID: d2d9c3c5-60d1-4c72-912e-ba3dd4396082
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Date deposited: 02 Jun 2025 17:01
Last modified: 03 Jun 2025 02:18
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Contributors
Author:
Sertaç Çifci
Author:
Arnold Japutra
Author:
Yuksel Ekinci
Author:
Sianne Gordon-Wilson
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