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- Title
Customer-based Brand Equity de Destinos Turísticos: um estudo sobre Foz do Iguaçu.
- Authors
Teles, Maria Isabel da Silva; Maffezzolli, Eliane Cristine Francisco; Prado, Paulo Henrique Muller
- 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.
- Subjects
CUSTOMER services; BRAND equity; TOURISM; TOURIST attractions; MARKET penetration; DESTINATION management companies; HOSPITALITY industry
- Publication
Revista Turismo em Análise, 2012, Vol 23, Issue 1, p166
- ISSN
1984-4867
- Publication type
Article
- DOI
10.11606/issn.1984-4867.v23i1p166-186