Does Brand Concept Mapping Determine Destination Brand Associations and Image?

Abstract

Brand Concept Mapping (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 Turkiye) and an international (Bali in Indonesia) tourism destination. Destination brand associations are generated through interviewing 40 participants, and two destination BCMs are developed through aggregating individual BCMs from 250 respondents. The findings of the study suggest that BCM is 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.