Olivares-Delgado, Fernando; Rodríguez-Valero, Daniel; … - In: Revista de marketing y publicidad : revista semestral (2024/2025) 10, pp. 1-20
The importance of branding in tourism and hospitality has been the subject of study by the scientific community. However, there is little specific work on brand names in this sector. It is necessary to delve deeper into the predominant naming criteria in the names of hotels and other types of...