Examining long-distance trail brand equity: a walker-based approach

Samantha Murdy, Jane Johnstone

Research output: Contribution to conferenceAbstractpeer-review


Destination branding is an important strategy to ensure differentiation of a destination in a competitive marketplace. Previous studies have used consumer-based brand equity (CBBE) to underpin the measurement of the destination brand, testing it across both countries and cities. However, cities and countries are destinations with distinct borders and often have management organisations encompassing the destination as a whole. When considering long-distance trails, the complexities of the destination brand are exacerbated by the various jurisdictions that these paths cross. As such, this study explores the consumer- or walker-based brand equity of a long-distance trail to evaluate the applicability of the CBBE framework. Using a combination of online methods as well as on-trail signage, walkers were surveyed to explore CBBE dimensions. This research contributes to CBBE literature in the context of long-distance trails with initial findings indicating managerial implications in relation to walkers’ perceptions of the destination brand.
Original languageEnglish
Publication statusPublished - 21 Jun 2024
EventNinth International Conference on Tourism & Leisure Studies - Liverpool John Moores University, Liverpool, United Kingdom
Duration: 19 Jun 202421 Jun 2024


ConferenceNinth International Conference on Tourism & Leisure Studies
Country/TerritoryUnited Kingdom


  • trail brand equity
  • walker-based approach


Dive into the research topics of 'Examining long-distance trail brand equity: a walker-based approach'. Together they form a unique fingerprint.

Cite this