Boga, Tanja C.; Weiermair, Klaus - In: Tourism Review 66 (2011) 1/2, pp. 90-106
Purpose – The purpose of this paper is to serve as an introduction to the usefulness of means‐end chain (MEC) theory and analysis for branding in health tourism. Design/methodology/approach – An online survey was conducted within the transnational EU‐project Alpshealthcomp and with two...