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Worldwide, countless places compete for tourists and vacationers. Hence, place marketers continuously strive to find unique and compelling brand positioning for place brands, wishing they will occupy special places in prospects' minds. Previous research has suggested that the two top motivations to go on vacation are “escape from routine†and/or “seek for new experiences.â€Â Thus, this paper investigates the relevance of the dimension ‘activities’ or ‘things-to-do†to places perceived mostly as sun and beach tourism destinations. It concludes that 'activities' or 'things-to-do' might fulfill the two foremost tourists' and vacationers' needs/wants.  "Activities" or "things-to-do" could, potentially, help place marketers to differentiate destination brands and enhance vacation destinations' images and appeal.

 

place branding; destination image; brand dimensions; tourist motivations, push and pull factors