Discussion and implications
This study tested a model of CBBE, in the context of an international stopover destination, in two geographically disparate markets. There has been limited research into the relationship between consumers’ perceptions (cognition) of a destination and their likelihood of visiting (conation). The theory of CBBE has been shown to be useful for modelling this, and since 2006 there has been a growing number of destination CBBE applications, based on a hierarchy of components proposed by Aaker (1991, 1996) and Keller (2003). This study applied a model of CBBE for Dubai as a stopover destination for consumers in France and Australia; testing four components of CBBE (brand awareness, brand image, brand quality, brand value) and their relationship with attitudinal loyalty as the dependent variable. The data supported three of the four hypotheses in the proposed model. While there were mixed results for Dubai as an emerging stopover destination, an important finding was that perceptions were significantly more positive for those who had previously visited the emirate.
