Work

The Importance of the Brand Image in the Maximization of Educational Tourism for Private Vocational Training Students in Spain

Year: 2023

Type: article

Abstract: This research was carried out to examine the role of brand image and its relationship with the brand capital in educational tourism. Specifically, among students of private vocational training in Spain. For this purpose, the main contributions of the literature to the study of brand image and its application in educational tourism are analyzed, identifying which variables determine it. Once the brand image model that can be applied in educational tourism has been established, an empirical study is carried out through a questionnaire in digital and paper format, with a quantitative sample of 597 valid responses. The results show the repercussion of the brand image with respect to the brand capital and its application to educational tourism, in such a way that the managers of private vocadtional training centers can decipher the keyss of their students and generate marketing strategies to maximize it.

Source: Journal of Tourism and Heritage Research: JTHR

Authors: investur, investur, Casanoves Boix, Javier, Pérez Sánchez, Mónica, López López, Cristina

Language: English

Topic: Diverse Aspects of Tourism Research

Subfield: Tourism, Leisure and Hospitality Management

Field: Business, Management and Accounting

Domain: Social Sciences

SDG: Quality education

Open Access status: diamond

OpenAlex ID: W7214815520

FWCI:

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Related to: 10