Purpose: This paper aims to facilitate positioning strategy formation by decoding the relationship between consumers’ desired values, service attributes and expected consequences. Design/methodology/approach: Key informant depth interviews are followed by a questionnaire of...

Purpose: The impact of destination reputation on tourists’ behavior has not received sufficient attention in the tourism literature. Built upon the signaling theory and the well-documented stimulus-organism-response framework, the purpose of this paper is to propose and assess a theoretical...