| Summary: | Recently, researchers have suggested using destination branding as a
powerful marketing tool. Despite its apparent value, there appears to
be little applied research on this subject that goes beyond the
conventional destination brand image, especially regarding research
that combines different brand equity dimensions. This study is
designed to address this gap, using the islands of Madeira as a unit of
research. For this purpose, a survey was undertaken of 321 tourists,
in seven hotels at this destination. Respondents were requested to
rate the factors for awareness, image, perceived quality, and loyalty,
in a method consistent with the brand equity model, using descriptive
analyses and a confirmatory factor analysis. The results show that
these four dimensions are relevant for the composition of destination
brand equity. Even though image shows the greatest imp
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