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.

Response format

Likert (1–7, strongly disagree to strongly agree)

Scale items

Brand Awareness — recognition and recall of the destination brand (Likert 1–7, strongly disagree to strongly agree)

• I am familiar with [destination] as a tourist destination.
• I can easily recognise [destination] among other tourist destinations.
• I am aware of [destination] as a place to visit.
• [Destination] comes to mind when I think about this type of holiday.

Brand Associations — mental connections linked to the destination

• [Destination] is associated with a distinctive image in my mind.
• I can quickly recall positive characteristics about [destination].
• [Destination] stands out from other destinations in my mind.
• [Destination] has a unique image that differentiates it from other places.

Perceived Quality — overall assessment of destination quality

• [Destination] is a high-quality tourist destination.
• The quality of services and attractions at [destination] is excellent.
• [Destination] offers outstanding tourism experiences.
• The overall quality of [destination] is very high.

Brand Loyalty — commitment and repeat visitation

• I would choose [destination] over other comparable destinations.
• I would return to [destination] for future holidays.
• [Destination] is my preferred holiday destination.
• I would recommend [destination] to people I know.

Full scale items shown. Always cite the original source when using this scale in research.

Usage notes & scoring

Four subscale scores. Destination brand equity is highest for distinctive destinations (New Zealand, Iceland, Bhutan) and lowest for undifferentiated mass-market destinations. Used to benchmark against competitors and track campaign impact.

Recommended companion scales

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.

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