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THE ROLE OF BRAND EQUITY IN HELPING TO EVALUATE THE CONTRIBUTION OF MAJOR EVENTS

By Ian Macfarlane and Leo Jago
THE ROLE OF BRAND EQUITY IN HELPING TO EVALUATE THE CONTRIBUTION OF MAJOR EVENTS
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This project has progressed the understanding of the event contribution to the marketing of destinations, by developing a framework for assessing the brand equity effect (for a destination) for and during the period in which events are held; clarifying the relationships between visitor decision making processes and their actual arrival at a destination; conceptually isolating the key, and differing influences affecting decision making and behavioural action and providing a method that allows for event (period) comparisons and calibration.
This project has progressed the understanding of the event contribution to the marketing of destinations, by developing a framework for assessing the brand equity effect (for a destination) for and during the period in which events are held; clarifying the relationships between visitor decision making processes and their actual arrival at a destination; conceptually isolating the key, and differing influences affecting decision making and behavioural action and providing a method that allows for event (period) comparisons and calibration. Reduce

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Pearls of Wisdom

In 2008/09, 946,000 nights were spent in the region - 51% were by domestic overnight visitors.