Exploring the Multi-Dimensionality of Tourism Destination Brand Story
The present study reconceptualises the brand story based on market-related cues. Utilizing a mixed-method research design, which involves a qualitative and quantitative approach, this study identifies and confirms the multidimensionality of the destination brand story. In the qualitative stage, the...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
AfricaJournals
2022-12-01
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| Series: | African Journal of Hospitality, Tourism and Leisure |
| Subjects: | |
| Online Access: | https://www.ajhtl.com/uploads/7/1/6/3/7163688/article_20_11_6_2128-2142.pdf |