Does Brand Concept Mapping Determine Destination Brand Associations and Image?

Abstract

Brand concept maps (BCM) is a mind-mapping method researchers use to explore brand association and brand image, but applications of BCM are rare in tourism research. The aim of the study is to assess usefulness of BCM for developing destination brand association networks and destination brand image in a domestic (Bolu in Turkey) and an international (Bali in Indonesia) tourism destination. Destination brand associations are generated through interviewing 40 participants, and two destination BCM are developed through aggregating individual BCM from 250 respondents. The findings of the study suggest that BCM are effective for determining the most salient destination brand features and destination brand association networks. The study recommends both destinations to broaden their appeal to a wider range of tourist segments: the domestic tourism destination to target international travelers who are interested in skiing, wellness, and sports, and the international tourism destination to target older tourists based on its shopping and beach elements.