Underpinning the adoption of consumer-based brand equity by a DMO as a branding performance measure is the notion:

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The adoption of consumer-based brand equity by a DMO as a branding performance measure is based on the idea that consumers' perceptions are crucial in measuring brand performance, as they have a significant impact on a destination's success. While financial value and actual visitor numbers are important, they are not the sole determinants of branding performance.

Underpinning the Adoption of Consumer-Based Brand Equity by a DMO