An Analysis on Brand Equity Formation Process for a Tourism Destination Using a Grounded theory
2013, 37(9), pp.49-70
Publisher : The Tourism Sciences Society Of Korea
Research Area : Tourism
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This research is focused to develop configurations of brand equity for a tourism destination that can be found in symbolic interaction between tourism destination and personal experience and to theorize brand equity formation process for a tourism destination on the basis of their relations. To achieve the purposes, this study adopted a grounded theory which is useful to find out fundamental phenomenon, using deductive and inductive inquiry. Analysing the in-depth interview of 16 samples and the coding procedure configurations of brand equity for a tourism destination, important dimensions of brand equity were classified. These are ‘brand recognition’, 'brand experience', involvement’, ‘embodied experience’, ‘experience value’. Also a brand equity formation process was formulated in tourism destination context that can be structured in the form of cognition phase, experience phase, embodiment phase and value recognition phase in accordance with the passage of time. Based on the results theoretical implications were discussed. The study has several limitations in terms of credibility caused by qualitative research.
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