Stephens Balakrishnan, Melodena; Nekhili, Ramzi; Lewis, … - In: International Journal of Culture, Tourism and … 5 (2011) 1, pp. 4-25
Purpose – This study matches destination brand components with motives and identifies those components that are most important for the consumer during various stages of the decision process. This study also aims to classify various functional and symbolic brand components. The findings take...