The present work examines the competitive strategies of tourist destinations and proposes that value-creation among tourists during their entire experience of a destination (before, during, and after their stay) is an antecedent of increased destination brand equity. This value-creation is conceptualized and measured from the service-dominant logic perspective. The research objective is achieved by (a) identifying the dimensions of customer-based destination brand equity and tourist value-creation; (b) validating the scales generated for the measurement of both variables; and (c) proposing a model that captures the antecedent effect of value-creation on customer-based destination brand equity. The findings reveal that value-creation is an antecedent by which the customer perceives greater destination brand equity. The results of the study make a contribution to the specialized literature on tourism and service-dominant logic and offer interesting implications for the professional domain.

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The present work tests the effect of the online differentiation strategies employed by rural accommodation enterprises (RAEs) among different segments of the tourist population. More specifically, the following aspects are identified: (1) the different tourist segments that undertake rural tourism; (2) the various online differentiation strategies adopted by RAEs; and (3) the effect of these online differentiation strategies on tourist behavior, by segment (in terms of perceived value). The results reveal that when the main motivation of tourists is to experience the destination itself, it is strategies based on convenience and rural identity that most influence perceived value; when tourists are more motivated by enjoying the services and facilities provided by the RAE, strategies based on convenience and reputation are those with the strongest influence on perceived value; and when tourists are interested in undertaking activity holidays, it is strategies based on convenience, reputation, and rural identity that most influence perceived value.

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Market orientation (MO) is considered as a competitive strategy for the smaller service enterprises based in rural locations. A model is proposed and validated for the rural tourism sector that encompasses the effects of MO and of the use of information and communications technology (ICT) on business activity, taking into account the business's financial results, improvements to the rural location, and the more personal, intangible impact on the local entrepreneur.ICT is found to have a positive impact on MO and outcomes, whereas, similarly, the adoption of MO is found to have a positive effect on outcomes.

The present work seeks to address significant research gaps relating to brand equity and Service-Dominant Logic, specifically examining the influence of tourist geographical context on Consumer-based Destination Brand Equity (CBDBE). The purpose of the study is to identify an explanatory model for CBDBE, considering the indirect effects that tourists from a nearby geographical location may exert on CBDBE, because of their proximity and shared context. Self-congruity, tourist motivations, and value-creation are found to be antecedent variables of CBDBE. A spatial econometric model was used that took into account the spatial spillover-effect of geographical proximity on the variable CBDBE, and the direct and indirect effects of the antecedent variables. The results of the study make a contribution to the specialized literature on brand destination and Service-Dominant Logic, and offer interesting implications for the professional domain, with clear implications for the identification of market development patterns and trends.

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