Costumer-based brand equity for tourism destinations in Patagonia

We conducted empirical research into brand equity for two mountain tourism destinations, Villa la Angostura (VLA) and Villa Pehuenia (VP), in the Patagonia region of Argentina. Brand equity was measured through four dimensions: brand awareness, perceived image, perceived quality and loyalty. A structured survey was administered to a sample of 400 respondents living in Neuquén city, an important nearby source market for the destinations. Findings indicated high familiarity with both tourism brands. The Neuquén tourism market perceived both brands as nature and snow destinations, with beautiful landscapes and a range of attractions. High levels of perceived quality and positive loyalty attitudes and behaviours were also detected, although evidence was found of a differentiated perceived image for each destination. VLA was identified as a destination with a range of activities and services and better accessibility, while VP was identified as a destination with very hospitable hosts. VP seemed to be a more relaxing and peaceful destination but at the same time less entertaining compared to VLA. This research contributes to the local literature on equity brand measurement; recommendations for destination marketers are also presented.