Susceptibility to interpersonal influence : a social basis for determining the strength of travelers' destination brand equity perceptions

Felicitas Evangelista, Leonardo (Don) A. N. Dioko

    Research output: Chapter in Book / Conference PaperConference Paperpeer-review

    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 languageEnglish
    Title of host publicationProceedings of the 3rd International Conference on Destination Branding and Marketing, Institute for Tourism Studies, Macao S.A.R., China, 2-4 December 2009
    PublisherInstitute for Tourism Studies, Macao
    Pages159-171
    Number of pages13
    ISBN (Print)9789993751328
    Publication statusPublished - 2009
    EventInternational Conference on Destination Branding and Marketing -
    Duration: 2 Dec 2009 → …

    Conference

    ConferenceInternational Conference on Destination Branding and Marketing
    Period2/12/09 → …

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