Main Article Content
In Thailand, Phuket province is only second after Bangkok as the most popular destinations for European tourists. Additionally, the number of European tourists in Phuket is the highest among foreign tourists. Drawing on literature review, tourists have positive responses to the tourism destination which has high brand equity. Consequently, the aims of this research were to 1) develop the measurement model of customer-based brand equity (CBBE) of Phuket destination from the perspectives of European tourists and 2) identify the approaches for managing and communicating Phuket as a tourist destination brand in order to create added values derived from the perspectives of European tourists from 15 countries. Mixed research methods, both qualitative and quantitative research were employed. Results showed that CBBE of Phuket destination from the perspectives of European tourists could be assessed through six components which include 40 indicators. Brand loyalty was particularly, the most important component, followed by perceived brand value, brand image, perceived brand quality, brand reliability and brand awareness respectively. The results also provide strategic approaches for destination marketing organizations and related stakeholders in Phuket brand management and marketing communication in order to create high CBBE of Phuket destination from the perspectives of European tourists.
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