Abstract
The leisure and tourism literature has suggested that seeking new experiences and/or escaping the routine are among the top motivations for vacations. Hence, 'activities' or 'things-to-do' becomes a relevant attribute to position and differentiate destination brands. Using non-structured in-depth interviews and elicitation techniques, this investigation examines the relevance of the attribute 'activities' or 'things-to-do' in developing place branding strategies, particularly for destinations marketed based on a one-dimensional attribute also adopted by numerous competitive offerings, such as 'sun and beaches'. The results suggest that to enhance the equity of destination brands and entice and please a larger group of potential visitors, tourist authorities must: 1) identify the segments to whom the brand appeals; 2) understand the 'activities' and 'things-to-do' that they value; 3) stress this attribute when building the brand.
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