Measuring Customer-Based Brand Equity: the case of the MICE destination

The concept of brand equity has emerged in the academic literature since the 1980s and it has become one of the most important research issues in the marketing management field. In the tourism industry, the theme of destination brand equity is a relatively recent phenomenon and it is still developing. While academic studies on brand equity measurement systems have been made for leisure destinations, other tourism contexts have been little explored. This dissertation deeply analyses the issues of the building, management and measurement of the brand equity for a MICE (Meetings, Incentives, Conferences, Events) destination. The empirical analysis consists in the elaboration of a brand equity measurement model for a MICE destination through a case study analysis of the city of Naples, Italy.