Brand influence on tourists’ booking intention: evaluation of customer-based brand equity within package holidays

Kim Hartmann; Samantha Murdy; Eleni (Lenia)  Tsougkou

Brand influence on tourists’ booking intention: evaluation of customer-based brand equity within package holidays

Kim Hartmann, Samantha Murdy, Eleni (Lenia) Tsougkou

Marketing

Research output: Contribution to conference › Abstract › peer-review

Abstract

This study introduces the concept of customer-based bundle brand equity (CBBBE) in the context of package holidays, analysing its relationship with customers’ booking intentions. Based on a quantitative online experiment, the research highlights how CBBE of tourism sector brands (transport, accommodation, destination) shapes CBBBE. The findings reveal the destination brand's critical role in booking decisions and provide a reliable measurement tool, advancing tourism-related CBBE literature and offering practical insights for tourism branding strategies.

Original language	English
Publication status	Published - 7 Jul 2025
Event	Academy of Marketing Conference - University College Cork, Cork, Ireland Duration: 7 Jul 2025 → 10 Jul 2025

Conference

Conference	Academy of Marketing Conference
Country/Territory	Ireland
City	Cork
Period	7/07/25 → 10/07/25

Keywords

tourists behaviour
booking intention
brand influence

Cite this

@conference{3b7f1f61db0948579aedea3feba543c5,

title = "Brand influence on tourists{\textquoteright} booking intention: evaluation of customer-based brand equity within package holidays",

abstract = "This study introduces the concept of customer-based bundle brand equity (CBBBE) in the context of package holidays, analysing its relationship with customers{\textquoteright} booking intentions. Based on a quantitative online experiment, the research highlights how CBBE of tourism sector brands (transport, accommodation, destination) shapes CBBBE. The findings reveal the destination brand's critical role in booking decisions and provide a reliable measurement tool, advancing tourism-related CBBE literature and offering practical insights for tourism branding strategies.",

keywords = "tourists behaviour, booking intention, brand influence",

author = "Kim Hartmann and Samantha Murdy and Tsougkou, \{Eleni (Lenia)\}",

year = "2025",

month = jul,

day = "7",

language = "English",

note = "Academy of Marketing Conference ; Conference date: 07-07-2025 Through 10-07-2025",

}

TY - CONF

T1 - Brand influence on tourists’ booking intention

T2 - Academy of Marketing Conference

AU - Hartmann, Kim

AU - Murdy, Samantha

AU - Tsougkou, Eleni (Lenia)

PY - 2025/7/7

Y1 - 2025/7/7

N2 - This study introduces the concept of customer-based bundle brand equity (CBBBE) in the context of package holidays, analysing its relationship with customers’ booking intentions. Based on a quantitative online experiment, the research highlights how CBBE of tourism sector brands (transport, accommodation, destination) shapes CBBBE. The findings reveal the destination brand's critical role in booking decisions and provide a reliable measurement tool, advancing tourism-related CBBE literature and offering practical insights for tourism branding strategies.

AB - This study introduces the concept of customer-based bundle brand equity (CBBBE) in the context of package holidays, analysing its relationship with customers’ booking intentions. Based on a quantitative online experiment, the research highlights how CBBE of tourism sector brands (transport, accommodation, destination) shapes CBBBE. The findings reveal the destination brand's critical role in booking decisions and provide a reliable measurement tool, advancing tourism-related CBBE literature and offering practical insights for tourism branding strategies.

KW - tourists behaviour

KW - booking intention

KW - brand influence

M3 - Abstract

Y2 - 7 July 2025 through 10 July 2025

ER -

Brand influence on tourists’ booking intention: evaluation of customer-based brand equity within package holidays

Abstract

Conference

Keywords

Fingerprint

Cite this