As a result of advances in ICT-services, transportation, and local development, among others, an increasing number of destinations is competing to attract both national and international visitors. Globalisation requires destinations to increase their competitiveness or risk losing out on tourist...

Tourism has been negatively impacted by the global COVID-19 pandemic, making it even more important for tourist destinations to focus on their brand equity from the perspective of their customers-visitors. The aim of this paper is therefore to verify and modify the model of customer-based brand...