Exploring the visitor-based brand equity of the wet tropics of Queensland World Heritage Area

King, Lisa M., and Prideaux, Bruce (2009) Exploring the visitor-based brand equity of the wet tropics of Queensland World Heritage Area. In: Proceedings of the 3rd International Conference on Destination Branding and Marketing, pp. 227-237. From: 3rd International Conference on Destination Branding and Marketing, 2-4 December 2009, Macao SAR, China.

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Abstract

Protected area brand names provide park management agencies with the means to indicate site quality level to potential visitors. The World Heritage brand is the premium protected area brand and when used as a marketing tool should have considerable commercial value; yet, when used as a management tool some of this impact can be lost. This paper examines a number of issues regarding the World Heritage brand using a case study approach. The Wet Tropics of Queensland World Heritage Area, located in far northeastern Australia, is the focus of the study. The paper investigates visitor awareness of both the World Heritage and Wet Tropics of Queensland brands based on 279 self-completing visitor questionnaires collected over a four month period in 2008. Findings indicate only 13.3% of visitors demonstrated ‘top of mind’ awareness that the Wet Tropics of Queensland was a World Heritage Area without a strong memory cue and only 0.7% of recognized the World Heritage emblem. None of the visitors correctly named the Wet Tropics of Queensland World Heritage Area, and only 1.4% included ‘Wet Tropics’ in their written response. Data clearly indicates general awareness of World Heritage but site awareness is low. The paper concludes many protected areas such as the Wet Tropics of Queensland may also face significant brand awareness challenges.

Item ID: 10400
Item Type: Conference Item (Refereed Research Paper - E1)
Keywords: World Heritage (Area); wet tropics of Queensland World Heritage Area; customer-based brand equity; protected area brands visitor awareness; protected area names
ISBN: 978-99937-51-32-8
Date Deposited: 22 Apr 2010 03:59
FoR Codes: 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1506 Tourism > 150604 Tourism Marketing @ 50%
15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1506 Tourism > 150606 Tourist Behaviour and Visitor Experience @ 50%
SEO Codes: 90 COMMERCIAL SERVICES AND TOURISM > 9003 Tourism > 900302 Socio-Cultural Issues in Tourism @ 50%
90 COMMERCIAL SERVICES AND TOURISM > 9003 Tourism > 900399 Tourism not elsewhere classified @ 50%
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