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 presents an effective segmentation of Latin American tourists and thereby provides invaluable input and guidance for destination marketers in regard to strategic planning for the region's tourist provision. Four distinct segments are identified based on the benefits sought, and...