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The study examines brand images and perceptions of Las Vegas, Atlantic City, Chicagoland (IL, IN), and Connecticut to reveal their perceived strengths and weaknesses. The brand images are analyzed through a combination of quantitative and qualitative measures. Significant differences between the four destinations are found, revealing strengths and weaknesses across 19 cognitive variables, 4 affective variables, and overall image and behavioral intentions.These results are enhanced with answers to open-ended questions about each gaming market, which surface additional cognitive and affective associations. Interestingly, no brand personality descriptors are mentioned in the open-ended responses, questioning the applicability of brand personality scales to tourist destinations. Well-known destination brands are associated with high awareness and familiarity, more positive overall images, and more …