Destination Extension: A Faster Route to Fame for the Emerging Destination Brands?
研究将品牌延伸概念引入目的地品牌领域，通过实验检验目的地延伸策略的可行性，发现母品牌资产和感知匹配度能提升新兴目的地（如济州岛）的品牌资产。
Brand extension—marketing of a new product as an extension of an existing one—is a well-known strategy to increase brand value in an efficient way. However, the concept has not been sufficiently addressed in the field of destination branding. This study introduces the concept of destination-to-destination brand extension (or “destination extension”) and empirically tests its practical utility using an experimental design. In this design, two established tourism brands, South Korea and UNESCO World Heritage Site, were positioned as potential parent brands while the newly emerging destination of Jeju, the only island in the world with three UNESCO designations of outstanding value, was positioned as the extended brand. After analyzing how parent brand equity as well as the perceived fit between the parent and extended brands influence the brand equity of Jeju, this study demonstrates the feasibility of “destination extension” as an alternative marketing strategy for tourist destinations.