Ninth International Conference on Tourism & Leisure Studies

Abstract

Destination branding is an important strategy to ensure differentiation of a destination in a competitive marketplace. Previous studies have used consumer-based brand equity (CBBE) to underpin the measurement of the destination brand, testing it across both countries and cities. However, cities and countries are destinations with distinct borders and often have management organisations encompassing the destination as a whole. When considering long-distance trails, the complexities of the destination brand are exacerbated by the various jurisdictions that these paths cross. As such, this study explores the consumer- or walker-based brand equity of a long-distance trail to evaluate the applicability of the CBBE framework. Using a combination of online methods as well as on-trail signage, walkers were surveyed to explore CBBE dimensions. This research contributes to CBBE literature in the context of long-distance trails with initial findings indicating managerial implications in relation to walker’s perceptions of the destination brand.