Combining survey data with real-market data, this research investigates brand awareness from three perspectives. Firstly, this study examines the relation between brand awareness and market outcome. Secondly, it explores the relation between brand awareness and brand equity. Thirdly, the study...

This research assesses visitor satisfaction with the core and secondary attributes of a tourist destination, using two conventional methods, stated and derived importance. The article shows the importance of core attributes are recoverable equally well, regardless of the method. Importances of...

This research presents segmentation of tourists to the Caribbean and provides input for destination marketers in regard to strategic planning for the region’s tourist offering. Four distinct segments are identified based on the benefits sought and they are profiled with respect to...