Customer-Based Brand Equity for Tourist Destinations: A Comparison of Equities of Puerto Rico and the US Virgin Islands
Historically, the Caribbean tourism destinations have competed based on their largely undifferentiated marketing mix. More recent evidence from the Caribbean tourism promotional practice, however, indicates the realization in the practitioner community that developing a distinct brand equity is crit...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
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Research Centre for Tourism, Sustainability and Well-being - CinTurs; University of Algarve
2020-06-01
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| Series: | Journal of Spatial and Organizational Dynamics |
| Subjects: | |
| Online Access: | http://www.cieo.pt/journal/J_2_2020/article5.pdf |
| _version_ | 1811292046443413504 |
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| author | Marta Almeyda Babu George |
| author_facet | Marta Almeyda Babu George |
| author_sort | Marta Almeyda |
| collection | DOAJ |
| description | Historically, the Caribbean tourism destinations have competed based on their largely undifferentiated marketing mix. More recent evidence from the Caribbean tourism promotional practice, however, indicates the realization in the practitioner community that developing a distinct brand equity is critical for success. This paper aims to identify and measure elements of brand equity for Puerto Rico and the US Virgin Islands, compare the brand equity of the two destinations, and provide branding recommendations. In this study, these destinations were subjected to a customer-based brand equity for tourism destinations (CBBETD) model comprising the five dimensions of brand equity – i.e., social image, price/value, trustworthiness, identification/attachment, and brand performance. The CBBETD scores were then compared in order to understand better the differences in brand equity between these two similarly placed US territories in the Caribbean. |
| first_indexed | 2024-04-13T04:39:34Z |
| format | Article |
| id | doaj.art-603d588759bb483b8414116d0b7f8ed6 |
| institution | Directory Open Access Journal |
| issn | 2183-1912 |
| language | English |
| last_indexed | 2024-04-13T04:39:34Z |
| publishDate | 2020-06-01 |
| publisher | Research Centre for Tourism, Sustainability and Well-being - CinTurs; University of Algarve |
| record_format | Article |
| series | Journal of Spatial and Organizational Dynamics |
| spelling | doaj.art-603d588759bb483b8414116d0b7f8ed62022-12-22T03:02:03ZengResearch Centre for Tourism, Sustainability and Well-being - CinTurs; University of AlgarveJournal of Spatial and Organizational Dynamics2183-19122020-06-01VIII2148172Customer-Based Brand Equity for Tourist Destinations: A Comparison of Equities of Puerto Rico and the US Virgin IslandsMarta Almeyda0Babu George1Southwest Minnesota State UniversityFort Hays State UniversityHistorically, the Caribbean tourism destinations have competed based on their largely undifferentiated marketing mix. More recent evidence from the Caribbean tourism promotional practice, however, indicates the realization in the practitioner community that developing a distinct brand equity is critical for success. This paper aims to identify and measure elements of brand equity for Puerto Rico and the US Virgin Islands, compare the brand equity of the two destinations, and provide branding recommendations. In this study, these destinations were subjected to a customer-based brand equity for tourism destinations (CBBETD) model comprising the five dimensions of brand equity – i.e., social image, price/value, trustworthiness, identification/attachment, and brand performance. The CBBETD scores were then compared in order to understand better the differences in brand equity between these two similarly placed US territories in the Caribbean.http://www.cieo.pt/journal/J_2_2020/article5.pdfdestination brandingbrand equitybrand performancecustomer-based brand equitythe caribbean |
| spellingShingle | Marta Almeyda Babu George Customer-Based Brand Equity for Tourist Destinations: A Comparison of Equities of Puerto Rico and the US Virgin Islands Journal of Spatial and Organizational Dynamics destination branding brand equity brand performance customer-based brand equity the caribbean |
| title | Customer-Based Brand Equity for Tourist Destinations: A Comparison of Equities of Puerto Rico and the US Virgin Islands |
| title_full | Customer-Based Brand Equity for Tourist Destinations: A Comparison of Equities of Puerto Rico and the US Virgin Islands |
| title_fullStr | Customer-Based Brand Equity for Tourist Destinations: A Comparison of Equities of Puerto Rico and the US Virgin Islands |
| title_full_unstemmed | Customer-Based Brand Equity for Tourist Destinations: A Comparison of Equities of Puerto Rico and the US Virgin Islands |
| title_short | Customer-Based Brand Equity for Tourist Destinations: A Comparison of Equities of Puerto Rico and the US Virgin Islands |
| title_sort | customer based brand equity for tourist destinations a comparison of equities of puerto rico and the us virgin islands |
| topic | destination branding brand equity brand performance customer-based brand equity the caribbean |
| url | http://www.cieo.pt/journal/J_2_2020/article5.pdf |
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