Mukherjee, Srabanti; Adhikari, Atanu; Datta, Biplab - In: Journal of Indian Business Research 10 (2018) 1, pp. 70-100
Purpose: The tourism literature has focused only on destination branding; nonetheless, measuring the quality of a destination from the tourism point of view has been overlooked, especially in the context of the emerging markets. This paper aims to focus on developing a scale measuring the...