Journal of Tourism and Recreation

Journal of Tourism and Recreation

ISSN: 2368-2655 (Print)    ISSN: 2368-2663 (Online)

Volume 2 (2015), No. 2, Pages 7-20

DOI: 10.12735/jotr.v2i2p07

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Brand Equity and Its Elements: Case of the Lake Balaton (Hungary)

Sulyok Judit1  Gábor Michalkó2 

1University of Pannonia, Hungary
2Geographical Institute, Research Centre for Astronomy and Earth Sciences, Hungarian Academy of Sciences, Budapest Corvinus University of Budapest, Hungary

URL: http://dx.doi.org/10.12735/jotr.v2i2p07

To Cite this Article     Article Views: 575     Downloads: 396  Since deposited on 2015-10-09

Abstract

The article provides a valuable insight into understanding brand equity and its elements that endows the destination with a unique character. Using empirical data, the study seeks to identify potential brand equity items of a destination type, namely waterside area (Lake Balaton, Hungary). The innovative approach of the research is its holistic view, because it integrates the customer-based brand equity with stakeholders’ (including media and tourism professionals) perceptions. This enables a complex understanding of the researched topic, the conclusions are summarized in the Five-Stage Brand Pyramid model. The results highlight four main dimension of the brand equity: (1) the fundamental role of destination specific (waterside in this case) attributes, (2) the country of origin elements (emotional and rational benefits of domestic travel in this case), (3) the tourism products/activities, and (4) the emotional dimension. Furthermore, the research also identifies some important gap between demand and supply side. The research resulted important theoretical (structure of brand equity, need for a complex methodology) and practical (strong emotional perceptions of consumers, comprehensive analysis of tourism products/activities) implications that can be scope of further researches.

Keywords: tourism, branding, image, waterside destination, Lake Balaton, Hungary

To Cite this Article: Judit, S., & Michalkó, G. (2015). Brand equity and its elements: Case of the Lake Balaton (Hungary). Journal of Tourism and Recreation, 2(2), 7-20. http://dx.doi.org/10.12735/jotr.v2i2p07

Copyright © Sulyok Judit & Gábor Michalkó

Creative Commons License
This article is published under license to Science and Education Centre of North America. This is an Open Access article distributed under the terms of the Creative Commons Attribution 4.0 International License.

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Brand Equity and Its Elements: Case of the Lake Balaton (Hungary)
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