Does live performance play a critical role in building destination brand equity — A mixed-method study of “Impression Dahongpao"

Volume: 59, Pages: 102392 - 102392
Published: Mar 1, 2021
Abstract
A tourism live performance is a critical carrier of localism. It condenses local symbols and creates a significant approach to building a destination brand. However, to date, few studies have investigated this significant topic. To address the unresolved problem of the function and mechanism of the effect of a live performance on destination brand equity, this study employed a quantitative-dominant, concurrent nested mixed-method approach using...
Paper Details
Title
Does live performance play a critical role in building destination brand equity — A mixed-method study of “Impression Dahongpao"
Published Date
Mar 1, 2021
Volume
59
Pages
102392 - 102392
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