This research area is connected with the general research question of how consumers form a mental image of destinations and how this image contributes to the brand equity of destinations. Research about destination image/destination brand assumes that each consumer has an individual and changing image of destinations. This has been confirmed in several empirical studies by other researchers, but some aspects remain unanswered in this field. A recent question is, how measures towards a higher level of sustainability implemented by destinations contribute to the destination image and its brand equity. More general, the understanding of how the first, or subsequent visit of a destination is changing the travellers’ personal destination image is not clear yet.
The ongoing research in the Competence Centre shall answer these two questions and provide management implications for the destination marketing of South Tyrol.