Customer-Based Place Brand Equity and Tourism: A Regional Identity Perspective
Abstract
The major purpose of place branding is to attract tourists and investors by enhancing the value proposition of a place through its unique regional identity. We undertake two studies to test the impact of regional identity on destination brand loyalty, and thereby on investment attractiveness. Study 1 involves identifying the dimensions of customer-based place brand equity (CBPBE) from a regional identity perspective. Data were collected from the...
Paper Details
Title
Customer-Based Place Brand Equity and Tourism: A Regional Identity Perspective
Published Date
Apr 9, 2021
Journal
Volume
61
Issue
3
Pages
511 - 527
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