Fang, Xi (2021) Conceptualising and measuring destination brand equity: the tourists' perspective. PhD thesis. http://theses.gla.ac.uk/82142/ Copyright and moral rights for this work are retained by the author A copy can be downloaded for personal non-commercial research or study, without prior permission or charge This work cannot be reproduced or quoted extensively from without first obtaining permission in writing from the author The content must not be changed in any way or sold commercially in any format or medium without the formal permission of the author When referring to this work, full bibliographic details including the author, title, awarding institution and date of the thesis must be given Enlighten: Theses https://theses.gla.ac.uk/
[email protected] CONCEPTUALISING AND MEASURING DESTINATION BRAND EQUITY: THE TOURISTS’ PERSPECTIVE By Xi Fang Submitted in fulfilment of the requirements for the Degree of Doctor of Philosophy Adam Smith Business School College of Social Sciences University of Glasgow May 2021 II Abstract This study aims to empirically reconceptualise destination consumer-based brand equity (D- CBBE), which is tourists’ perspective of the band equity of a tourism destination. While brand equity theory has been heavily researched in the general marketing field, many questions remain unanswered when applying it to a destination context. Although the vast majority of relevant studies support the multidimensional nature of D-CBBE, there is a lack of consensus in the tourism literature as to how many dimensions should be included. More importantly, while existing studies on D-CBBE have largely followed brand theory from the general branding area, the differences between destinations and general products have not been clearly considered.