The adventure tourism industry is now a well-entrenched part of the B.C. economy, but measuring individual destinations' brands is not yet an exact science.

Now a Thompson Rivers University tourism student is trying to change that - and he's asking for the community's help.

Colin Loose has posted an online survey to determine the impact that a certain adventure tourism destination's brand has on the local population.

"The results of this research project will not only inform the tourism destination of how much value tourists place on the brand, but will also serve to inform future adventure tourism destinations of how to best evaluate their own brands, which would be a significant benefit to the industry," said Loose.

The project is a new twist on the old customer based brand equity - a marketing industry theory that the more recognizable the brand, the more money is generated from that brand's products.

Loose is taking it one step further by measuring the value of the consumer's perception of a destination's brand.

"Colin will actually produce research that is relevant and usable immediately or in the future, for very little cost - in fact for free," said Gilles Valade, co-chair of adventure studies for the faculty of Adventure, Culinary Arts and Tourism.

Loose's project is one of about 50 that will lead to a stronger tourism industry, said Kathleen Scherf, professor of communications in the department of tourism management.

To fill out the survey, go to www.surveyfeedback.ca/surveys/wsb.dll/s/1g2443.