Destination Extension: A Faster Route to Fame for the Emerging Destination Brands?

Author:

Kim Hany1,Stepchenkova Svetlana2,Yilmaz Semih3

Affiliation:

1. Department of Business Administration and Tourism and Hospitality Management, Mount Saint Vincent University, Halifax, NS, Canada

2. Department of Tourism, Recreation & Sport Management, University of Florida, Gainesville, FL, USA

3. Department of Hospitality, Recreation and Tourism, California State University, East Bay, Hayward, CA, USA

Abstract

Brand extension—marketing of a new product as an extension of an existing one—is a well-known strategy to increase brand value in an efficient way. However, the concept has not been sufficiently addressed in the field of destination branding. This study introduces the concept of destination-to-destination brand extension (or “destination extension”) and empirically tests its practical utility using an experimental design. In this design, two established tourism brands, South Korea and UNESCO World Heritage Site, were positioned as potential parent brands while the newly emerging destination of Jeju, the only island in the world with three UNESCO designations of outstanding value, was positioned as the extended brand. After analyzing how parent brand equity as well as the perceived fit between the parent and extended brands influence the brand equity of Jeju, this study demonstrates the feasibility of “destination extension” as an alternative marketing strategy for tourist destinations.

Publisher

SAGE Publications

Subject

Tourism, Leisure and Hospitality Management,Transportation,Geography, Planning and Development

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