Abstract
![CDATA[This study examines the effect of different types of social influence on travelers’ perceptions of a destination’s brand equity. The proposed model is tested using data obtained from a survey of 979 travelers in Macao. A brand equity measurement model previously developed for a tangible product brand is applied and validated in the context of a destination brand. The empirical results of the study will serve to strengthen the claim that branding principles can be readily generalized to tourism destinations.]]
Original language | English |
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Title of host publication | Proceedings of the 3rd International Conference on Destination Branding and Marketing, Institute for Tourism Studies, Macao S.A.R., China, 2-4 December 2009 |
Publisher | Institute for Tourism Studies, Macao |
Pages | 159-171 |
Number of pages | 13 |
ISBN (Print) | 9789993751328 |
Publication status | Published - 2009 |
Event | International Conference on Destination Branding and Marketing - Duration: 2 Dec 2009 → … |
Conference
Conference | International Conference on Destination Branding and Marketing |
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Period | 2/12/09 → … |