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