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

Full text for this resource is not available from the Research Repository.

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.

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.

Additional Information

9781921521904 (online ISBN), 9781921521898 (print ISBN)

Item type Monograph (Technical Report)
URI https://vuir.vu.edu.au/id/eprint/4843
Official URL http://www.crctourism.com.au/BookShop/BookDetail.a...
Subjects Historical > FOR Classification > 1505 Marketing
Historical > FOR Classification > 1506 Tourism
Historical > SEO Classification > 9003 Tourism
Historical > Faculty/School/Research Centre/Department > Centre for Tourism and Services Research (CTSR)
Keywords ResPubID17398, tourism, special events industry, events management, branding, Austalia
Download/View statistics View download statistics for this item

Search Google Scholar

Repository staff login