The Role of Advertising and Word of Mouth in Promoting Destination Brand Equity of Isfahan
The word-of-mouth (WOM) and non-conversational advertising are two well-established methods to attract tourists to destinations. Since the tourism product is mostly untestable before it is used, the role of advertisement is fortified. Consequently, the present research explores the impact of convers...
| Main Authors: | , , |
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| Format: | Article |
| Language: | fas |
| Published: |
Allameh Tabataba'i University Press
2014-01-01
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| Series: | Muṭāli̒āt-i Mudīriyyat-i Gardishgarī |
| Subjects: | |
| Online Access: | https://tms.atu.ac.ir/article_1100_3f6b94d90ef2c0e7f7e9ad851cf20f56.pdf |