Measuring Tourism Destination Brand Equity by Using Associative Networks

A holistic approach to measuring tourism destination brand equity is proposed by using associative networks analysis, overcome the shortage in other traditional methods. three Egyptian destinations’ tested through data collected concept map technique. The findings showed a significant relationship between and two characteristics of associations (strength uniqueness) nonsignificant with third characteristic (favorability). Moreover, indicated Central (degree centrality, betweenness closeness centrality) equity. Furthermore, managerial Implications for strategic development management are deduced.