Chapter 9 SPANISH HOLIDAY BRANDS: Comparative Analysis of 10 Destinations

Abstract

This chapter analyzes the attribute associations, supplied by experts, of top 10 destination brands in Spain. Using a sample of respondents that represents the domestic tourist population, the study examined how they perceive the importance of each of the attributes when selecting a holiday destination. They are rated for all the 10 brands as a whole and for each individually. Comparisons are made between each and the average of all other brands. The application of multidimensional scale method resulted in five distinct groups or competitive sets based on the similarities and disparities of tourists’ ratings of these attributes. For each, the study suggests how these sets are perceived as a whole and in comparison with each other. The chapter offers meaningful relationships between the respondents’ demographic and socioeconomic characteristics and their perceived importance of the destination brands’ attributes.

Citation

Valls, J.-F., Sierra, V., Angel Bañuelos, M. and Ochoa, I. (2009), "Chapter 9 SPANISH HOLIDAY BRANDS: Comparative Analysis of 10 Destinations", Cai, L.A., Gartner, W.C. and María Munar, A. (Ed.) Tourism Branding: Communities in Action (Bridging Tourism Theory and Practice, Vol. 1), Emerald Group Publishing Limited, Leeds, pp. 119-131. https://doi.org/10.1108/S2042-1443(2009)0000001011