Application of destination brand molecule on destination image and brand perception: An exploratory study
The paper presents the destination brand molecule approach to destination image and brand perception measurement, an innovative and non-traditional approach to market research as a tool for potential use by a destination/attraction marketing organization. It investigates the perceptions people have about a destination brand and the way they organize these perceptions in their minds. It employs and further develops the brand molecule concept introduced by Lederer and Hill (2001) and its extension into the tourism destination brand molecule concept by Silver and Hill (2002), with the brand concept mapping approach of John, Loken Kim and Monga (2006). The methodology is tested by creating a destination brand molecule for Las Vegas, Nevada by two convenience samples of respondents (one in Bulgaria and another in the USA). Results show the differences in the way Las Vegas is perceived as a destination by respondents. Limitations of the concept, the potential pitfalls in the application of the destination brand molecule concept as a tool for destination image and brand perception measurement and directions for further research are also elaborated.
Brand molecule, Concept maps, Destination branding, Destination image, Las Vegas, USA
Ivanov, Stanislav Hristov, Steven F. Illum, and Yating Liang. "Application of Destination Brand Molecule on Destination Image and Brand Perception: An Exploratory Study." Tourism 58, no. 4 (2010): 339-360.