Customer-based Brand Equity de Destinos Turísticos: um estudo sobre Foz do Iguaçu

The objective of this work is to measure costumerb ased brand equity of tourism destinations. As an empirical context for this study, a survey was performed in Foz do Iguacu, with 286 valid cases. Four dimensions were analyzed: knowledge of the brand; loyalty to the brand, perceived quality and the touristic attractions of the destination under analysis. The results suggest the existence of two distinct groups in the sample: (1) a group displaying a very high perception of the location, thus called "fascinated", and (2) a group with average or indifferent perception of the object under study, thus called "indifferent". Foz do Iguacus 1