THE IMPACT OF SUSTAINABILITY ON DEVELOPING STRONG TOURISM BRANDS

The paper presents conceptual study on developing strong brands in tourism from the aspect of sustainability and consumer-based brand equity. The study shows significant opportunity for developing strong, favorable and unique brands in tourism if the elements of sustainability are included into the process of designing, building, measuring and managing brands.
Firstly, we present the overall review of concepts of sustainability, consumer-based brand equity and current tourism trends. Next, a conceptual diamond model is introduced for matching the major trends in tourism brands with dimensions of sustainability, consumer-based brand equity and consumer mind-set. Finally, an example of the city of Cardiff in Wales, United Kingdom, is analyzed and evaluated to further support the concept.
The overall significance of the model for the development of strong brands in tourism is presented from several different angles, which, nevertheless, offers significant view into the subject. The overall benefit of the study is in opening new horizons and identifying new opportunities in creating strong brands in tourism.