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- Chekalina, Tatiana, 1979-
(författare)
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A Value Co-Creation Perspective on Customer-Based Brand Equity Modelling for Tourism Destinations : A case from Sweden
- 2015
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Doktorsavhandling (övrigt vetenskapligt/konstnärligt)abstract
- Tourism destinations all over the world increasingly embrace marketing and branding practices traditionally utilized by businesses. However, the literature on customer-based brand equity modelling and measurement for tourism destinations lacks the conceptual understanding of the complex relationships between tourists and the destination brand.Therefore, the thesis at hand addresses the existing gap in tourism literature and aims at contributing to the development of the customer-based brand equity concept in a tourism destination setting (CBDBE) by taking into account the value-co-creation approach. The components of the proposed model consist of the customers’ evaluation of the destination promise in terms of transforming functional, intangible and social destination resources into tourists’ value-in-use. Furthermore, the positive relationship between visitors’ perception of the destination and value-for-money discloses the input of tourists’ own resources into the process of value-co-creation. Moreover, destination brand awareness affects the evaluation of the destination promise, which, in turn, determines tourists’ behavioural intentions towards the destination.By implementing web-based customer surveys and using a linear structural equation modelling approach, the proposed model is empirically validated for the leading Swedish mountain destination Åre. First, the model is repeatedly tested with data regarding the winter seasons 2009/10 and 2012/13. Second, the proposed CBDBE model has been operationalized and tested also for the summer season. Findings from face-to-face interviews conducted in Åre during summer 2012 uncovered the relationships between destination resources offered in Åre, tourists’ own resources and destination value-in-use and, thus, served as the empirical fundament for the development of a destination-specific scale to measure value-in-use. Subsequently, the proposed CBDBE model has been successfully tested with web-based survey data collected after the summer season 2012, both for the total sample and separately for the main a priori tourist segments, including hiking, mountain biking and village tourists.Results show the significant contribution of destination value-in-use defined as perceived benefits from a destination stay, which, in turn, strongly affect customers’ destination loyalty. In contrast, the relationship between value-for-money and destination loyalty is less strong and even non-significant for the two customer segments hiking and mountain biking tourists. Importantly, as part of the CBDBE model operationalization, the thesis highlights the need to better understand destination-specific consumption patterns across various tourism segments by destination managers.Therefore, results demonstrate that by monitoring unique destination and tourist-specific experience dimensions, destination management can influence and better manage both the value-in-use for customers and customer loyalty. Thus, the proposed CBDBE model provides destination managers with a tool, which enables evaluation and upgrade of destination marketing strategy and, finally, assist in discovering promising innovation potentials for highly experiential tourism products.
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| 2. |
- Chekalina, Tatiana, 1979-, et al.
(författare)
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Customer-based destination brand equity modelling : The role of destination resources, value-for money and value-in-use
- 2018
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Ingår i: Journal of Travel Research. - : Sage Publications. - 0047-2875 .- 1552-6763. ; 57:1, s. 31-51
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Tidskriftsartikel (refereegranskat)abstract
- This study contributes to the development of knowledge on transferring the concept of customer-based brand equity to a tourism destination context. Keller’s (2009) brand equity pyramid is utilized as the comparison framework to reveal similarities but also overlaps, differences and gaps on both the conceptual and measurement level of existing brand equity models for destinations. Particularly, the inner core of the model depicts the complex mechanisms of how destination resources transform into benefits for tourists overlooked by prior research. This study proposes a customer-based brand equity model for destinations, which consists of five dependent constructs, including awareness, loyalty, and three destination brand promise constructs constituting the inner core of the model, namely, destination resources, value-in-use and value-for-money. The model was repeatedly tested for the leading Swedish mountain destination Åre, by using a linear structural equation modelling approach. Findings confirm the path structure of the proposed model.
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| 3. |
- Chekalina, Tatiana, 1979-, et al.
(författare)
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Fulfilment of destination brand promise : the core of customer-based brand equity modelling for tourism destinations
- 2015
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Ingår i: Tourism engagement. ; , s. 114-118
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Konferensbidrag (refereegranskat)abstract
- Since tourism destination branding was introduced in the early 2000s, destination brand equity measurement and tracking has become one of the main research streams in the field of destination marketing (Pike, 2009). However, from a theoretical point of view, the concept of brand equity, which is a measure of the power of the brand and the link between marketing efforts and future destination performance, remains insufficiently elaborated, especially for the tourism destination context (Gartner, 2009).More specifically, tourism destination brand equity studies mainly attempt to directly transfer conceptualization and measurement approaches, which have been developed and tested for product brands, especially consumer packaged goods (Christodoulides and de Chernatony, 2010). Particularly, the majority of tourism destination brand equity studies (e.g., Boo et al., 2009; Konecnik and Gartner, 2007; Pike et al., 2010) adopt Aaker’s (1991) and Keller’s (1993) conceptualization of customer-based brand equity (CBBE), which derives from the field of cognitive psychology and focuses on multi-dimensional memory structures, such as awareness, image, quality, value and loyalty (Christodoulides and de Chernatony, 2010).
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| 6. |
- Fredman, Peter, 1965-, et al.
(författare)
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Friluftsliv 2018 : Nationell undersökning av svenska folkets friluftsvanor
- 2019
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Rapport (övrigt vetenskapligt/konstnärligt)abstract
- Rapporten redovisar en nationell enkätundersökning över svenskarnas friluftslivår 2018. Friluftsliv i olika former är en populär fritidssysselsättningbland svenskarna, vilken kan beskrivas som ”vistelse utomhus i natur- ellerkulturlandskapet för välbefinnande och naturupplevelser utan krav på tävling”.Målet för den av riksdagen antagna friluftspolitiken är att stödja människorsmöjligheter att vistas ute i naturen och utöva friluftsliv där allemansrätten ären grund för friluftslivet. Åtta av Sveriges 16 miljömål innehåller också preciseringarsom berör friluftsliv. Dagens friluftsliv har dessutom nära kopplingartill en växande naturturism. Syftet med undersökningen är att ge ett bra underlag för uppföljningar avfriluftsmålen och friluftslivet i miljömålen. Detta sker genom att dels redovisastatus för friluftslivet i Sverige år 2018, dels genom att visa på förändringarsedan år 2007. Ytterligare ett viktigt syfte är att erhålla data över friluftslivbåde nationellt och i respektive län, för att på så sätt få ett underlag till analyserav friluftslivet på olika geografiska nivåer. Undersökningen genomfördes i form av en postal enkätundersökningriktad till personer bosatta i Sverige i åldern 16 år och äldre under periodenseptember – november 2018. Mittuniversitetet utformade frågorna i samrådmed Naturvårdsverket och i dialog med andra myndigheter som ingår i nätverketför friluftsliv. Datainsamlingen genomfördes av Statistiska centralbyrån(SCB) och rapporten är framtagen av Mittuniversitetet på uppdragav Naturvårdsverket.
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| 7. |
- Fredman, Peter, 1965-, et al.
(författare)
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Winter recreation trends in the Swedish mountains - challenges and opportunities
- 2019
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Ingår i: Winter tourism. - UK : CABI Publishing. - 9781786395207 ; , s. 183-191
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Bokkapitel (refereegranskat)abstract
- This chapter aims is to review trends in some of the main winter recreation activities in the Swedish mountains in order to discuss associated challenges and opportunities through the lens of such mega trends. To do so, it takes advantage of previous studies of mountain recreation in Sweden and analyses participation trends with a special focus on downhill skiing, cross-country skiing and snowmobiling.
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| 8. |
- Laven, Daniel, 1973-, et al.
(författare)
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Building the slow adventure brand in the northern periphery
- 2019
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Ingår i: The Nordic Wave in Place Branding. - : Edward Elgar Publishing. - 978 1 78897 431 8 - 9781788974325 ; , s. 76-90
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Bokkapitel (refereegranskat)abstract
- This chapter introduces the SAINT project and the slow adventure concept. The core pillars of the ‘slow adventure’ brand include elements such as human-powered slow journeys, inspiring connectedness with nature, wildlife watching opportunities, nature interpretation, local, wild or slow food as well as the honing of outdoor skills. These core pillars (or themes) are highly relevant to small and medium-sized enterprises (SMEs) involved in the SAINT project and constitute the essence of ‘slow adventure’ as a product concept. Typical nature-based activities available across the project area include expeditions into nature, overnight stays combined with nature experiences, wildlife viewing, hiking, recreational kayaking, canoeing and rowing, outdoor photography, as well as slow cooking and foraging. Most importantly, the ‘slow adventure’ product concept shapes the marketing message of the transnational cluster and brand, which companies can use to develop their product and reach the market. The chapter concludes by discussing the implications of these marketing and cluster activities within the Nordic tourism context.
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| 9. |
- Laven, Daniel, 1973-, et al.
(författare)
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Building the slow adventure brand in the northern periphery
- 2018
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Konferensbidrag (refereegranskat)abstract
- The Slow Adventure in Northern Territories (SAINT)1 project was designed to improve the promotion of slow adventure activities, extend the marketing reach of SMEs that deliver slow adventure experiences, and advance the development of a trans-national slow adventure brand. SAINT was a three-year effort (2015-2018) that was co-financed by the EU Northern Periphery and Arctic Programme and included 11 different partners located in 7 countries of Northern Europe (Finland, Iceland, Ireland, Northern Ireland, Norway, Scotland, and Sweden). The project draws directly from Semple and Varley’s (2015) concept of slow adventure, which is partially rooted in Nordic concepts of sustainable outdoor recreation (e.g., friluftsliv). The core pillars of the slow adventure brand include such elements of sustainable tourism as human-powered slow journeys, inspiring connectedness with nature, wildlife watching opportunities, nature interpretation, local, wild or slow food as well as the honing of outdoor skills. These core pillars (or themes) were highly relevant to SMEs involved in the SAINT project and constituted the essence of slow adventure as a product concept.In our contribution we introduce the SAINT project and the slow adventure concept, followed by reporting on the empirical component of the project, which included a survey among the providers, as well as implementation case studies in each of the participating countries. Results from the survey and case studies provide insight into the ways that SME ́s form clusters in order to market and deliver a full range of slow adventure experiences, and ultimately, build the slow adventure brand. We conclude by discussing the implications of these marketing and cluster activities within the Nordic tourism context. Our paper is based on the chapter contribution to an upcoming book by Cassinger, C., Lucarelli, A. & Gyimóthy, Sz. (Eds.). The Nordic Wave in Place Branding. Edward Elgar.
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