Customer-based tourism destiny brand equity: Foz do Iguaçu case
DOI:
https://doi.org/10.11606/issn.1984-4867.v23i1p166-186Keywords:
management of tourism destination brands, customer-based brand equity of tourism destination, brands.Abstract
The objective of this work is to measure costumer-based brand equity of tourism destinations. As an empirical context for this study, a survey was performed in Foz do Iguacu, with 286 valid cases. Four dimensions were analyzed: knowledge of the brand; loyalty to the brand, perceived quality and the touristic attractions of the destination under analysis. The results suggest the existence of two distinct groups in the sample: (1) a group displaying a very high perception of the location, thus called “fascinated”, and (2) a group with average or indifferent perception of the object under study, thus called “indifferent”. Foz do Iguacu´s brand equity as a tourism destination was different for each tourist group, but the analysis emphasized the need to explore the image of the natural attractions of the site in order to disseminate the knowledge o f the destination for both publics.Downloads
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Published
2012-04-17
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Authors retain the copyright and grant the journal the right of first publication, with the work simultaneously licensed under the Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International (CC BY-NC-SA 4.0), allowing the sharing of the work with recognition of its authorship and initial publication in RTA.
How to Cite
TELES, Maria Isabel; FRANCISCO, Eliane Cristine; PRADO, Paulo Muller. Customer-based tourism destiny brand equity: Foz do Iguaçu case. Revista Turismo em Análise, São Paulo, Brasil, v. 23, n. 1, p. 166–186, 2012. DOI: 10.11606/issn.1984-4867.v23i1p166-186. Disponível em: https://revistas.usp.br/rta/article/view/52416.. Acesso em: 18 may. 2024.