Una aplicación metodológica para el estudio de la imagen de marca de un destino turístico
Although many proposals have been developed to study brand image, perhaps the more accepted approach consist of to combine a qualitative and quantitative phases. Using focus groups is usual to select the stimulus and attributes to consider and next, in a survey, subjects can scale the stimulus on co...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Instituto de Investigación Social y Turismo
2008-01-01
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| Series: | PASOS Revista de Turismo y Patrimonio Cultural |
| Subjects: | |
| Online Access: | http://www.pasosonline.org/Publicados/6108/PS0108_1.pdf |