Ibiza como marca de destino turístico
- 1 Universidad Carlos III, España
ISSN: 1012-1587
Year of publication: 2016
Issue: 11
Pages: 111-120
Type: Article
More publications in: Opción: Revista de Ciencias Humanas y Sociales
Abstract
The question of whether a destination has enough entity to constitute or not a destination brand appears. Not all destinations have sufficient entity to have a consistent, unique and strong identity brand through which it can produce a competitive advantage. This work aims to analyze whether Ibiza is a destination brand. The conclusions confirm that Ibiza is a first- tier destination brand with a number of interesting additional connotations.