Spanish holiday brands: Comparative analysis of 10 destinations: Tourism branding: Communities in action

Miguel Angel Bañuelos, Ignacio Ochoa, Vicenta Sierra Olivera, José Francisco Valls Giménez

Producció científica: Capítol de llibreCapítol

Resum

This chapter analyzes the attribute associations, supplied by experts, of top 10 destination brands in Spain. Using a sample of respondents that represents the domestic tourist population, the study examined how they perceive the importance of each of the attributes when selecting a holiday destination. They are rated for all the 10 brands as a whole and for each individually. Comparisons are made between each and the average of all other brands. The application of multidimensional scale method resulted in five distinct groups or competitive sets based on the similarities and disparities of tourists' ratings of these attributes. For each, the study suggests how these sets are perceived as a whole and in comparison with each other. The chapter offers meaningful relationships between the respondents' demographic and socioeconomic characteristics and their perceived importance of the destination brands' attributes.
Idioma originalAnglès
Títol de la publicacióTourism branding: Communities in action
Pàgines119-131
Estat de la publicacióPublicada - 1 de des. 2009

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