Understanding the identity of Ibiza, Spain

Ibiza's identity is characterized by six distinct dimensions: its vibrant club and discotheque scene, an exciting personality, an atmosphere of harmony, moments of collective fusion, a clubber image, and the figure of a young, liberal tourist who loves to party. This identity remains strong and stable over time, with limited potential for radical repositioning. The study used Kapferer's brand-identity prism and qualitative analysis through focus groups involving tourists who had visited Ibiza in the past to uncover these dimensions.

Berrozpe, A., Campo, S., & Yagüe, M. J. (2017). Understanding the identity of Ibiza, Spain. Journal of Travel & Tourism Marketing, 1–14. https://doi.org/10.1080/10548408.2016.1272525