Periódico: Journal of Tourism and Heritage Research
Fonte: Journal of Tourism and Heritage Research; Vol 6 No 2 (2023): Journal of Tourism and Heritage Research; 233-248
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Resumo: 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.
