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 |
| Published: |
Research Centre in Tourism, Sustainability and Well-being - CinTurs
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 |