Abstract
The concepts of brand, brand image, and brand personality are well documented in literature but their application to tourism and destinations is relatively new. Destinations need to create a brand to help their positioning and to emphasize the uniqueness of the place. This paper examines the concepts of brand image and brand personality and its applications in the field of tourism destinations, in order to understand the common ground as well as the boundaries between the two constructs. From the comparative analysis of concepts of brand image and brand personality, a framework which interrelates and explains the common grounds of these concepts is suggested.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callMore From: Journal of Quality Assurance in Hospitality & Tourism
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
