Estrategias de gestión del valor de marca en los destinos enoturísticos

Abstract

The aim of this article is to analyze how brand equity is created in four Spanish denomination of origin wine tourism destinations and, based on this, to develop a priority map for recommending company strategies. This analysis has been carried out from an offer perspective through 173 interviews with wine company managers of the Rioja, Ribera del Duero, Navarra and Rueda denominations of origin. The results obtained confirm that the wine tourism destination brand equity is directly related to awareness, loyalty, perceived value, and the brand image. In addition, the priority map indicates that the dimensions with the highest score and impact for developing wine tourism destination brand equity are brand image and loyalty.