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The Role of Brand Equity in Helping to Evaluate the Contribution of Major Events

MacFarlane, Ian and Jago, Leo Kenneth (2009) The Role of Brand Equity in Helping to Evaluate the Contribution of Major Events. Technical Report. Cooperative Research Centre for Sustainable Tourism, Gold Coast.

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Abstract

The original objective was to develop a methodology for quantifying the induced tourism effect of hosting major events; but due to lack of suitable data, this had to be modified to the development of an event evaluation methodology based on brand equity.

Item Type: Monograph (Technical Report)
Additional Information:

9781921521904 (online ISBN), 9781921521898 (print ISBN)

Uncontrolled Keywords: ResPubID17398, tourism, special events industry, events management, branding, Austalia
Subjects: FOR Classification > 1505 Marketing
FOR Classification > 1506 Tourism
SEO Classification > 9003 Tourism
Faculty/School/Research Centre/Department > Centre for Tourism and Services Research (CTSR)
Depositing User: VUIR
Date Deposited: 17 Oct 2012 02:54
Last Modified: 17 Oct 2012 02:54
URI: http://vuir.vu.edu.au/id/eprint/4843
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