Recreation, Parks and Tourism Administration Commons^™

Assessment Of Destination Brand Associations: An Application Of Associative Network Theory And Network Analysis Methods, Xu Chen

All Dissertations

Recent tourism management research has seen increasing discussions of applying branding concepts into destination marketing. However, brand association and its importance in creating strong and unique brands have not been studied adequately. The purpose of this study was to identify the underlying dimensions that people use to describe destination brands and examine the structural relations of the destination's brand association.
Brand association focuses on analyzing the characteristics consumers' knowledge, perceptions and attitudes associated with a brand and how brand associations interact with each other. Research on brand association provides measurement constructs to evaluate branding effectiveness and offers marketing professionals the …