Added Value of a Destination Brand Name Calculated by Crimmins's Method

Tasci, Asli D. A. ^[1]
1. [1] University of Florida
  
  University of Florida
  
  Estados Unidos
Localización: Tourism analysis, ISSN 1083-5423, Vol. 21, Nº. 6, 2016, págs. 669-673
Idioma: inglés
Texto completo no disponible (Saber más ...)
Resumen
- There are many different value concepts in the current literature. This research note tests the viability of Crimmins's method of calculating additional value of a brand name for a destination product as opposed to its competitors. A large data set from an online survey is analyzed to investigate the additional value of a destination brand: Orlando in comparison with some competitor destinations in the US. Results show that Crimmins's method may actually be useful to calculate the additional value of a destination brand name compared to other destinations offering similar offerings.