The role of destination brand and image as a motivator for destination vacation choice: a case study of Disney World, Orlando
The review of literature on branding generally, and on destination branding particularly, have raised several questions regarding the
management of destination brands and its impacts on overall destination performance. There are certain confusions in the concept of brand,
how it can be linked to the destination image and which are its tangible and intangible attributes, affecting tourists’ destination vacation choice.