Destination Brand Equity Scale

What it measures

Measures consumer-based brand equity for tourism destinations, adapted from Aaker's framework. Captures destination brand awareness, associations (personality and image), perceived quality of the tourism offering, and loyalty intentions. Used by DMOs to benchmark destination brand strength and track the impact of marketing campaigns against competitor destinations.

Representative items

• I am familiar with this destination. (Awareness)
• I can quickly recall this destination's characteristics. (Awareness)
• This destination has a unique personality compared to others. (Associations)
• I expect high quality tourism experiences at this destination. (Perceived Quality)
• This destination is my first choice for travel. (Loyalty)

Citation

Pike, S., Bianchi, C., Kerr, G., & Patti, C. (2010). Consumer-based brand equity for Australia as a long-haul tourism destination in an emerging market. International Marketing Review, 27(4), 434–449.