Am I Ibiza? Measuring brand identification in the tourism context

A validated scale to measure brand identification among tourists has been developed, offering destination managers a tool to assess and target highly acknowledged tourist segments. The study, focusing on Ibiza, identified a one-dimensional model through rigorous psychometric testing of 24 measurement items, refining them into seven reliable and valid indicators. This approach enables more precise promotional strategies by understanding how tourists perceive their connection to the destination. The scale was validated with two samples: 308 Ibizan tourists for initial development and 126 visitors for confirmation.

Berrozpe, A., Campo, S., & Yagüe, M. J. (2019). Am I Ibiza? Measuring brand identification in the tourism context. Journal of Destination Marketing & Management, 11, 240–250. https://doi.org/10.1016/j.jdmm.2018.04.005